Think of how often you Google things, and it might give you an idea of how much a redesign of its core product is about to change how the whole internet works.
What happened: Google is rolling out a top-to-bottom AI makeover of its search engine. Instead of the list of blue website links that we’re used to, search results will start with an AI-generated summary of information pulled from the top results — no clicking through required.
- In Google’s words, this will “let Google do the Googling for you.” Instead of wading through results or tweaking your search to find the info you’re looking for, AI will round it up for you.
- As for the basic web searches that you’re familiar with, those will be relegated to a separate tab, like the ones for News and Images.
Why it matters: Even though Google believes its mission is getting people the information they need, most people see Google’s job as helping them find the right website. These changes seem perfect for keeping users inside Google’s platform — the internet might become less ‘world wide web’ and more ‘hanging out in Google’s walled garden.’
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This leaves it up to Google and its AI to decide what information is worth sharing, assuming they have properly understood your question.
- That might be easier said than done, since some also see this as Google fixing a problem it caused: a spammy, more ad-focused, and less helpful search experience.
Zoom out: News publishers, website owners, and small businesses that rely on search to attract audiences and customers are preparing for the worst. Depending on who you ask, website traffic could dip by up to two-thirds.
What’s next: Microsoft has already been adding its Copilot AI into Bing search, though the EU is taking a look at the risks that come with that. OpenAI is working on an AI search engine to compete with Google — Reuters reported that an announcement was looming this week, but the company delayed those plans in favour of its voice assistant.