As we enter year 2 of the Generative AI revolution, we will see massive implications of the technology. AI integration into Google's search engine is causing a significant buzz among publishers. About 10 million users are currently testing Google’s AI-powered search tool, and even in this somewhat limited test, concerns are growing about its impact on media outlets and ultimately marketing and company websites.
According to a recent Wall Street Journal analysis, Google generates nearly 40% of publishers' traffic. The potential implications of AI adoption in search algorithms pose a real threat to publishers' web traffic.
The deal has always been that Google gets information from publishers and then Google sends traffic back to these publishers who sell subscriptions and advertising space. The fear now is that users will get the information they need from Google and do not have to go directly to the article.
Obviously, Google cannot ignore developing its own AI to compete with Microsoft and Open AI but at what cost? At stake is the very value of Google as a de facto internet gateway and the Google business model at large in selling clicks and traffic.
I know from my own anecdotal usage that I use Google for research purposes much less than I did before ChatGPT.
The evolving conversation between Google and publishers reveals the complexities surrounding AI adoption in search engines.
How will this intersection between AI-driven search and publishers' content impact the media landscape?
The marketing landscape?
The analytics and KPI's we've come to focus on?
What alternative marketing mediums will evolve as a result?
Comments