In its annual I/O conference, Google revealed its vision for AI-integrated search, called “Search Generative Experience” (SGE). This feature includes an “AI Snapshot,” which presents a large language model (LLM)-generated search query summary before displaying the conventional search results. This approach differs significantly from the current search paradigm, where SEO determines the top results.
While it may seem convenient for users seeking a quick summary, the new model raises concerns for digital publishers. Since Google dominates search traffic, this could significantly affect internet traffic and, subsequently, the monetization of publishers' work. In the new format, Google’s AI could present users with a synthesized version of original content without directing them to the source.
Despite these concerns, Google maintains that this is an experimental feature to improve user experience and support a healthy, open web. However, the company has not clarified whether it plans to compensate publishers for using their content. This has led to apprehension within the digital publishing industry, with some fearing that this could potentially undermine their business models.
The critical question raised by this development is about the accuracy and reliability of AI-generated content. Google's claim of increasing access to information could be challenged if these AI systems are not adequately compensating publishers and journalists for their work.