A year after introducing generative AI search responses with the AI Overviews feature, Google has announced a new feature that it believes will elevate its AI integration to the next level. And some critics worry the introduction of these new features could signal the end for the larger ecosystem of publishers and websites that rely on the search giant for traffic.
Google continues its march After a bumpy rollout of AI Overviews, Google made it clear it's still betting on AI as the future of internet search by taking it a step further. The company recently introduced the next phase of AI search tools, featuring AI Mode, which will function like a chatbot to answer users' queries. It's a "total reimagining of search," said Google CEO Sundar Pichai in a press briefing.
With the introduction of AI Mode, Google is "essentially trying to disrupt its traditional search business before upstart AI competitors can disrupt it," said The New York Times. The "search giant" has been wary of the possibility since "declaring a 'code red' two years ago after the arrival of ChatGPT." The turn toward AI also comes amid "mounting antitrust pressures to break up Google's business."
Google is "rallying its formidable AI efforts" by "releasing a slew of innovations," then "integrating them into products at a breathtaking pace," said Venture Beat. The company has also "laid out a bolder ambition: an operating system for the AI age."
'Burying the web' From early tests, AI Mode has "crystallized something about Google's priorities and in particular its relationship to the web," said John Herrman at Intelligencer. AI Overviews already "demoted links" by summarizing a website's contents for "digestion without clicking." Now, AI Mode invites you to "explore and expand on those summaries by asking more questions, rather than clicking out." Google has signaled it will do "anything to win the AI race," said Herrman. "If that means burying the web, then so be it."
Publishers remain unswayed by the company's reassurances that such moves won't inhibit the open web. Links were the "last redeeming quality of search that gave publishers traffic and revenue," said Danielle Coffey, the CEO and president of News/Media Alliance, in a statement. Now Google "takes content by force and uses it with no return — the definition of theft." |