Mail Online is seeing a massive reduction in clickthrough rates from online search results when Google shows an AI summary for a keyword which the publisher ranks number one for.

Mail director of SEO and editorial e-commerce Carly Steven says sites like hers need to concentrate their efforts on the “most resilient” branded searches like “Meghan Markle Daily Mail” as well as content that AI cannot replicate such as columnists and live blogs since chatbots cannot yet keep up with the pace of breaking news.

She said: “Focusing on the brand has never, ever, ever been more important.”