AI Google: The Future of Content Generation

Artificial Intelligence (AI) has become an integral part of our lives, and its impact on various industries is undeniable. One area where AI is making significant strides is in content generation. AI Google, one of the leading tech giants, has been experimenting with generative AI to create new content that draws from existing data. This move has raised concerns among publishers who fear the potential implications for their businesses. In this article, we will explore AI Google’s generative AI technology, its implications for publishers, and the challenges and opportunities it presents.

The Rise of Generative AI in AI Google

Since May, AI Google has been rolling out a new form of search powered by generative AI. This development came in response to the rise of OpenAI’s query-answering chatbot, ChatGPT, which raised questions about AI Google’s future prominence in providing information to consumers. AI Google’s product, called Search Generative Experience (SGE), uses AI to generate summaries in response to specific search queries. These summaries appear at the top of the AI Google search homepage, providing users with a quick overview and links to “dig deeper.”

How SGE Works

SGE utilizes AI algorithms to create summaries by synthesizing information from multiple web pages. When a user enters a search query that triggers SGE, AI Google’s system determines whether a summary would be helpful. If so, the summary appears on the search homepage, accompanied by links to relevant sources for further exploration. For example, searching for “Who is Jon Fosse” generates a summary providing information about the recent Nobel Prize in Literature winner, along with links to Wikipedia, NPR, The New York Times, and other websites.

Concerns of Publishers

While SGE may seem like a convenient tool for users, publishers have expressed concerns about the potential impact on their businesses. These concerns revolve around three main areas: web traffic, content accreditation, and compensation. Publishers worry that SGE summaries may reduce traffic to their websites as users find the information they need without clicking on additional links. Additionally, publishers want to ensure that they are credited as the original source of information in the summaries. Lastly, publishers seek compensation for the content that AI Google and other AI companies use to train their AI models.

AI Google’s Response and Publisher Compensation

AI Google has acknowledged these concerns and stated that it is committed to supporting a healthy and open web. The company claims to prioritize approaches that drive valuable traffic to a wide range of creators, including news publishers. In late September, AI Google introduced a tool called AI Google-Extended, which allows publishers to block their content from being used to train AI models. While this tool is seen as a positive step, publishers are still uncertain about the extent to which compensation will be provided.

Impact on Organic Traffic and Click-Through Rates

One of the key concerns for publishers is the potential impact on organic traffic and click-through rates. The design of SGE pushes traditional search links further down the page, potentially reducing traffic to those links by up to 40%. Publishers fear that users may find all the information they need within the SGE summary, leading to a decline in click-through rates. As a result, publishers will have to reassess how they measure the value of their content beyond click-through rates.

The Importance of Reputation

Despite these challenges, publishers believe that their reputations will remain strong due to their links appearing in SGE. While SGE may decrease organic traffic, publishers’ links will still be visible to users, helping to maintain their credibility and visibility. AI Google designed SGE to highlight web content, and the company asserts that the current version may look different from what ultimately launches more broadly.

Publishers’ Struggle to Adapt

Publishers have spent decades optimizing their websites to rank highly in traditional AI Google search results. However, they face a new challenge with SGE, as they lack sufficient information about how to ensure their content is included in the AI-generated summaries. Publishers feel that the new AI section is a “black box” for them, leaving them uncertain about their inclusion and the algorithm behind it.

AI Google’s Crawling and Blocking Content

Publishers have allowed AI Google to crawl their content for years, enabling it to appear in search results. However, with SGE, publishers argue that AI Google is crawling their content for free to create summaries that may replace the need for users to click on their links. AI Google’s new tool, AI Google-Extended, provides publishers with the option to block their content from being used for AI training. While this is seen as a positive step, publishers still have concerns about the lack of clarity regarding blocking content specifically for SGE.

The Future of AI in Content Generation

As AI continues to advance, the challenges and opportunities it presents to publishers will become more complex. The ability to generate content quickly and efficiently through AI has the potential to revolutionize the way information is consumed. However, it is crucial for publishers to adapt and find new ways to measure the value of their content beyond traditional click-through rates. Collaboration between AI companies and publishers is essential to ensure a fair and sustainable ecosystem.


AI Google’s foray into generative AI with SGE marks a significant development in content generation. While it presents challenges for publishers, it also opens up new opportunities for innovation and collaboration. As AI technology evolves, publishers must find ways to adapt and leverage its potential to their advantage. The future of AI in content generation holds great promise, but it is crucial for all stakeholders to work together to address concerns and create a balanced ecosystem that benefits both users and publishers.