If you’ve Googled something recently, you’ve probably noticed the AI-generated summary that appears at the very top. It pulls together key information from multiple sources to answer your query in a concise, direct way. Google’s AI overview aims to tackle two major challenges: first, combating keyword stuffing within content pieces, and second, competing with ChatGPT’s SearchGPT feature.
While this is a step forward in tech, Google is now looking to monetise the feature by rolling out ads within its AI Overviews.
Breaking down Google’s move
Generative AI, the sole force behind these summaries, raised some concerns among investors that it could inevitably cannibalise Google’s traditional search revenue. Hence, to overcome this, Google has decided to add ads to further enhance its core business model.
Now, here’s why this is happening: Google has been failing to share ad revenue with publishers whose content they’ve been citing in AI Overviews. The AI summaries basically reduce the need for users to click through to external websites, basically impacting profitability for publishers reliant on ad-driven traffic.
Updates to search experience
Google is rolling out several new features to improve search usability and streamline the user experience. One key update is the addition of inline links within AI-generated summaries. Sources cited in these overviews will now be hyperlinked directly in the text, making it easier for users to access original content and driving more traffic to cited websites.
Another major update is the introduction of AI-organised search results, which will display as scrollable lists tailored to the user’s query and account history. This makes finding relevant information quicker and more personalised.
Lastly, Google is expanding the functionality of Google Lens, its visual search tool. In addition to processing photos and text, the app will now support video and voice inputs.
Why does this matter for marketers
For marketers, the introduction of inline links within AI-generated summaries presents both opportunities and challenges. On one hand, this makes it easier for users to access websites directly, potentially boosting referral traffic. On the other, it means marketers must ensure their content is optimised and authoritative enough to be cited by Google’s AI. High-quality, well-structured content with clear sourcing will be crucial to staying competitive.
The rollout of tailored, scrollable lists based on user behaviour also requires marketers to focus on understanding user intent. Likewise, with Google Lens now supporting both video and voice input, marketers gain a new avenue for engagement, expanding their reach across different content types.
As with all Google updates, staying ahead will require a sharper focus on user intent, advanced SEO strategies, and effectively leveraging new ad formats.