- Google has quietly reduced the number of AI Overview responses to search queries.
- The future of AI Overview is promising and could transform the media industry.
OUR TAKE
Google’s AI Overviews integrate customised language models with core web ranking systems to deliver accurate, high-quality search results and relevant links. This could impact media traffic and prompt website editors to optimise content for better search visibility.
— Yasmine Luo, BTW reporter
What happened?
Following extensive promotion at the Google I/O 2024, the frequency of Google’s AI Overviews appearing in search results has significantly declined. According to an analysis by BrightEdge, the presence of AI Overviews in Google search queries fell to less than 7% by the end of June, down from 11% at the beginning of the month.
Initially, Google had high hopes for AI Overviews, but their frequency has been decreasing since April, even before the launch announcement at Google I/O. This decline is likely due to widespread reports of incorrect or dangerous AI-generated answers. Google may be reducing AI Overviews to balance AI-generated content with traditional search results and mitigate the risks of AI inaccuracies. However, Google still plans to implement AI Overviews as widely as possible, having only temporarily shelved this plan.
Other companies, such as Microsoft Bing, are also pursuing AI summaries for search results. Despite Google’s issues with AI Overviews, BrightEdge remains optimistic about Google’s leadership in AI search. “There is no doubt that Google’s dominance remains strong, and what it does in AI matters to every business and marketer across the planet,” BrightEdge founder Jim Yu said, and he also noted that as AI continues to progress, marketers should leverage precise insights to monitor and adapt to changes.
Also read: Microsoft’s $650M AI hire triggers major UK regulatory probe
Also read: Microsoft’s AI system ‘SpreadsheetLLM’ elevates firm productivity
Why it’s important
According to Liz Reid, VP and head of Google Search, AI Overviews use a customised language model integrated with the core web ranking systems to perform traditional search functions. This integration allows AI Overviews to find and present relevant, high-quality results from Google’s index.
In addition to text output, AI Overviews provide relevant links for further exploration. For example, searching for a city’s name might lead to an AI Overview displaying local transportation, dining options, and more.
AI Overviews ensure accuracy by showing only information backed by top web results, reducing the likelihood of inaccuracies or fabrications compared to other models. Looking ahead, AI Overviews will likely expand with ongoing improvements, and Google plans to continue leading in this field.
AI Overview may impact the media industry by prioritising high-visibility links, potentially decreasing natural traffic to some websites, which could prompt website editors to optimise their content to improve visibility on search engine results pages (SERPs).
