Google Search is undergoing further experimentation with the introduction of AI-generated answers that will appear before the traditional list of search results. Initially tested on a limited number of results in the US, the trial is now expanding to the UK. The goal of this new feature is for Google to provide comprehensive written answers generated by AI at the top of selected search results.
During the initial testing phase, only a small number of UK users who are logged into their Google accounts when using Search will be able to see the AI-generated overviews. These overviews will only appear as part of certain search results, as Google has learned from previous trials that users found them useful. For example, Hema Budaraju, a senior director at Google, cited the example of users finding the generated response on “how to get marks off painted walls” helpful.
The experimentation with AI-generated search results started nearly a year ago, when Google allowed users to opt in to try the new Search experience via Google Labs. Users had to sign up and wait for their chance to try Google’s proposed search results. However, Google recently started showing AI-generated results to a small proportion of US user results without users opting in. Now, the development will be tested with a “small slice” of Google’s traffic from logged-in users in the UK.
One of the major concerns with generative AI models is ensuring that the answers they provide are both human-sounding and completely factual. It is challenging to prioritize accuracy while maintaining fluency. Generative AI models have been known to generate content that is offensive, harmful, biased, or inaccurate. Google aims to deliver information quality and is committed to doing so responsibly. They are adopting an approach that prioritizes accuracy over fluency, even if it results in less natural-sounding answers.
To ensure the accuracy of search responses, Google explained that if there are not enough high-quality sources on a certain topic, they will likely not generate an AI answer for related queries. Google also welcomes user feedback and reassures users that they will address any issues of bias and safety, committing to continually improve the system.
Google is not the first tech company to integrate AI into its search engine. Microsoft has also integrated AI into Bing, with its Copilot AI chatbot and assistant. This integration aims to become as fundamental to the overall user experience as other staple products. This adoption of AI in search engines raises concerns among publishers and content creators about how it will affect traffic to their websites. If users’ questions are answered by AI-generated longer-form text, they may not feel the need to visit the actual websites that Google sources its information from.
In order to address these concerns, it would be beneficial for the AI-generated search results to include consistent links to sources. This would encourage users to verify the information and visit the original websites. Hema Budaraju reassures those worried about traffic to their sites that the new search results will still display links and ads. Google emphasizes the importance of sending traffic to creators and claims that the AI-generated results actually provide users with a wider range of sources to explore. Google’s new approach has reportedly led to users clicking on a wider range of sources.
Although Google has received positive feedback from users during the AI search results experiments, it is still in the early stages. The AI-generated responses have only been shown to a small number of users compared to the total number of Google Search users. If Google decides to make this a standard practice for Search, it will likely face new challenges. It would be beneficial if Google allows users to opt-in or opt-out of this new style of search. Google has a track record of building products that users integrate into their everyday lives, so they may be onto something with this AI-generated search feature.
Overall, Google’s experimentation with AI-generated search results has the potential to improve and enhance the search experience for users. However, it is crucial for Google to prioritize accuracy and ensure that the AI-generated answers are reliable and trustworthy. By addressing concerns about bias, safety, and providing links to sources, Google can create a more transparent and reliable search experience. As technology continues to advance, it will be interesting to see how AI continues to shape and transform the way we search for information online.
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