Google is introducing an AI tool in the UK that shifts search results from traditional links to conversational answers, aimed at enhancing user experience. This new 'AI Mode' won't eliminate the current search platform but could disrupt businesses reliant on traffic from Google's links, creating concerns among firms and publishers. Reports indicate a significant drop in clicks from Google search results to websites since the rollout of AI features. Google has not yet determined the advertising potential for AI Mode or how firms might participate in this new format.
Instead of a list of search results showing links to other websites in blue type, people who choose 'AI Mode' will be given an answer written in a conversational style, containing far fewer links to other pages.
The Daily Mail claims the number of people who click its links from Google search results has fallen by around 50% on both desktop and mobile traffic since Google introduced its AI Overview feature.
Hema Budaraju, Google's product manager for search, said the firm had not yet finalised how advertising revenue for AI Mode would work, or whether firms would be able to pay to be included in the response.
Ms Budaraju disagreed with this characterisation. 'I would say that I think people are going to use these technologies to unlock newer information-seeking journeys,' she said.
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