Google has recently expanded its AI-powered search summaries test to UK users. The search giant, Google, has rolled out Search Generative Experience (SGE) to selected, signed-in users in the UK. This feature offers an overview of search results to enhance the search experience.
The trial of AI-powered search summaries initially began in the US almost a year ago. Google launched SGE at its I/O developer conference as an experimental feature for US users who opted into it. Following the success of the trial, Google started showing the summaries to a small group of US logged-in users without explicit consent. Now, Google is extending a similar trial to users in the UK.
This cautious expansion of generative AI features is in response to OpenAI’s ChatGPT, a popular tool that could potentially challenge Google’s traditional search methods. The concern among website operators and advertisers is that AI summaries might reduce traffic to their sites and ads, affecting their revenue.
A notable aspect of generative AI systems is the potential for inaccuracies in the information provided. This issue remains unsolved across various platforms utilizing AI technology. Furthermore, providing AI-powered results is a costly endeavor for Google due to the substantial computing power required, leading to increased energy consumption.
In response to these challenges, Google is considering offering AI summaries as part of its paid subscription service, Google One. This shift would mark the first time Google offers a search feature under its paid model. Despite this change, ads will continue to be displayed on the paid search results to maintain revenue streams.
Google’s approach to implementing AI summaries is a balancing act to provide users with enhanced search experiences while addressing the concerns of advertisers and website operators. By offering these features through a paid subscription service, Google can potentially mitigate the impact on its core search business model.
The future of AI-powered search summaries will likely evolve as Google navigates the complexities of integrating generative AI technology into its search services. As advancements continue, users can expect a more tailored and efficient search experience, driven by AI capabilities.
