Google has begun testing a new feature that uses AI to generate aggregated results for your Search queries, somewhat bypassing the traditional list of links. Last year, the American giant introduced an experimental search feature called Search Generative Experience (SGE), which offered summaries of search results based on generative artificial intelligence, but was only available to users who signed up for it.
As noted by Search Engine Land, Google is now testing these AI summaries with a limited group of US users, regardless of whether they have signed up for SGE. These summaries appear in a shaded section at the top of search results for specific queries, especially those that Google considers complex or require informace from multiple sources.
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Imagine you are searching for "how to remove water stains from wood". Instead of searching multiple websites, Google's AI can analyze relevant resources and provide a concise answer within the search results themselves. This could greatly speed up your search process and potentially eliminate the need to click on any links.
While the feature is still experimental, it raises a fundamental question: could it harm websites that rely on SEO (search engine optimization) methods? If users find their answers directly in AI-generated summaries, they don't need to visit the website at all. This could have a significant impact on Internet companies and content creators who depend on clicks to their sites for revenue and audience growth.
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Although Google insists that these summaries only appear when they offer a clear advantage over traditional results, the potential shift in user behavior is undeniable. However, SGE is a reflection of Google's growing confidence in its AI technology and its potential to revolutionize the way we search for information online. After all, the Internet colossus already caused this once when it launched Search in the late 90s.
