Google is leveraging its dominance in the search engine market to force publishers to choose between allowing their content to be used for AI responses or risking a drop in search rankings. Publishers can prevent their content from being used by AI systems through the use of the 'nosnippet' tag, but this move may affect their overall search engine visibility. Google has stopped negotiating with publishers regarding content usage rights, while some AI companies like OpenAI and Perplexity are attempting to address this issue through compensation schemes. In contrast, Apple is also considering revenue through advertising.