# Forbes joins Google's News AI pilot as referral traffic drops 45%

Published: 2026-10-20T04:49:28.913Z · Source: Digiday (https://digiday.com/media/forbes-looks-to-google-ai-pilot-for-insights-as-publishers-seek-value-beyond-the-click/)
Source date: 2026-10-20
Entities: google

Forbes has joined Google's News AI pilot — the licensing program under which publishers grant Google expanded content rights for AI-driven discovery features, now covering more than 400 publications per Google's Oct. 15 update — the wire reported Oct. 17. Forbes chief innovation officer Nina Gould told Digiday the paid deal's main value isn't traffic back: it's citation data showing how Forbes content performs across Google's AI surfaces, which the outlet feeds into its own product decisions, as Forbes's year-over-year referral traffic from Google has fallen about 45%.

Why it matters: Forbes is treating AI-surface performance data, not restored clicks, as the return on a paid licensing deal — a sign publishers are pricing AI access on what they learn rather than on traffic that keeps falling.

## What this answers

**What does Forbes get out of Google's News AI pilot?**

Per Forbes chief innovation officer Nina Gould, citation data showing how its content performs across Google's AI features — insight Forbes feeds back into its own product and content decisions.

**How much has Forbes's referral traffic from Google fallen?**

About 45% year over year, per Gould.


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