News Publishers Fear Google’s AI Search Tool Will Kill Their Traffic Audience

Google, the world’s largest search engine, has recently introduced a new tool that uses artificial intelligence (AI) to generate answers directly into the search results. The tool, called Search Generative Experience (SGE), is currently available as an experimental version in Search Labs, a platform that allows users to access early experiments in Search.

SGE aims to provide users with more information and context to their searches, by using generative AI to create summaries, overviews, and follow-up questions based on the user’s query. For example, if a user searches for “what’s better for a family with kids under 3 and a dog, bryce canyon or arches”, SGE will show an AI-powered snapshot of key factors to consider, such as weather, activities, and accessibility. Users can also ask follow-up questions in a conversational mode, such as “How long to spend at Bryce Canyon with kids?”.

However, not everyone is happy with this new tool. Many news publishers see SGE as a threat to their traffic and revenue, as it could potentially replace their content with Google’s own answers. News publishers rely on Google for traffic and advertising revenue, as they are often ranked high in Google’s organic search results. However, SGE could change that by offering users more comprehensive and personalized answers without requiring them to click on any links or visit any websites.

Some news publishers have already expressed their concerns about SGE’s impact on their business model. For instance, The Atlantic published an article titled “Google’s AI Search – A Double-Edged Sword for Publishers Like The Atlantic” , where it argued that SGE could be both beneficial and harmful for publishers depending on how they use it. On one hand, SGE could help publishers reach new audiences who are looking for more information and insights on various topics. On the other hand, SGE could also reduce the demand for original content from publishers who might be tempted to rely on Google’s answers instead of creating their own.

The Atlantic also suggested some possible solutions for publishers who want to adapt to SGE’s rise. One solution is to create more high-quality content that provides unique perspectives and insights that are not easily found elsewhere. Another solution is to diversify their revenue streams by offering subscription-based services or products that complement their content. A third solution is to collaborate with other media outlets or organizations that share similar values and goals.

However, not all news publishers are pessimistic about SGE’s potential impact on their traffic audience. Some news publishers see SGE as an opportunity rather than a threat, as it could open up new possibilities for engaging with users and providing them with more value-added services. For example, The New York Times published an article titled “How Google’s New AI Tool Could Help Us Fight Climate Change” , where it showcased how SGE can help users learn more about climate change issues and solutions by generating summaries of relevant articles from various sources.

The New York Times also highlighted some of the challenges and limitations of using generative AI in search results. For instance, generative AI is not always accurate or reliable, as it can sometimes produce misleading or biased information based on incomplete or outdated data sources. Moreover, generative AI does not replace human judgment or expertise, but rather complements it by providing additional information or context that can help users make better decisions.

Therefore, news publishers who want to leverage SGE’s capabilities need to be aware of its strengths and weaknesses, as well as its ethical implications. They need to ensure that their content is accurate, trustworthy, and relevant for users’ needs and interests. They also need to balance their use of generative AI with human input and oversight.

Conclusion

• Google has launched a new tool called SGE that uses generative AI to generate answers directly into the search results.
• Many news publishers fear that SGE will kill their traffic audience by replacing their content with Google’s own answers.
• Some news publishers see SGE as an opportunity rather than a threat by creating more high-quality content that provides unique perspectives and insights.
• News publishers who want to adapt to SGE need to be aware of its strengths and weaknesses, as well as its ethical implications.