Google is set to revolutionize its renowned search engine by integrating advanced artificial intelligence technology in an attempt to tackle rising competition from emerging rivals.
Announced recently, the tech giant plans to incorporate its Gemini 2.0 AI model into search functions, enabling it to handle more intricate queries, including those related to computer programming and mathematics.
Since its initial introduction in May, the AI-generated summaries have been strategically placed above conventional web links, a critical source of traffic for online publishers reliant on Google’s leading search platform.
In an expansion move, Google is now extending the availability of AI overviews to teenagers in the U.S. without necessitating a special login process.
This shift may herald one of the most significant modifications to Google’s search engine interface since its inception by Larry Page and Sergey Brin in a modest Silicon Valley garage in the late 1990s.
Google is preparing to initiate a phased launch of an innovative “AI mode” option. This feature is expected to enhance the number of AI-generated overviews. However, Google cautions that these may become more conversational and potentially stray into incorrect information — a phenomenon tech insiders refer to as “hallucinations.”
“With any early-stage AI product, we won’t always get it right,” noted Robby Stein, Google’s product vice president, in a blog post. He also acknowledged there might be instances where responses might inadvertently adopt a persona or express a specific viewpoint.
To address this, Google plans to enforce stricter guidelines to deter AI mode from misleading users, particularly concerning health and financial inquiries.
The necessity for further refinement is a key reason why AI mode will initially be available only in Google’s experimental Labs section. Only Google One AI Premium subscribers, who pay $20 per month, will have the chance to test it early.
Historically, such trials often lead to widespread technology releases, and Google is keen on achieving this to counter AI-driven search engines like ChatGPT and Perplexity.
Enhancing AI capabilities could raise apprehensions that these overviews might reduce users’ tendency to click on links directing them to informative external sites.
These redirected clicks are crucial for online publishers to attract user engagement necessary for selling digital ads that support their ventures.
Despite concerns, Google maintains that AI overviews are spurring user curiosity, prompting additional queries and ultimately driving traffic to other publishers’ sites.
However, some publishers remain skeptical, fearing that Google, already amassing over $260 billion annually from ads, will chiefly benefit from AI summaries.
Furthermore, Google’s increased reliance on AI overviews could potentially lead to accusations of the company exploiting its search engine dominance. In a previous ruling, a federal judge had labeled Google’s search engine as an illegal monopoly.
In light of the monopoly charges filed by the U.S. Justice Department in 2020, there is now a proposal for a partial dissolution of Google, which would involve selling its Chrome browser as part of the penalties. Hearings on these suggested measures, including potentially delving deeper into Google’s AI usage, are set to commence soon in Washington D.C.
Adding to this, Chegg, an online educational service, has intensified the monopoly debate by filing a lawsuit accusing Google of illegally obtaining information from its platform for use in AI Overviews. Google has denied these claims as unfounded.
Google Expands AI Overviews in Search
