At the Google I/O 2024 developer conference held on Tuesday, Google unveiled its plans to integrate generative AI into the organization of search results pages for specific queries. This development is set to complement its existing AI Overview feature, which generates concise summaries with aggregated information on queried topics. The AI Overview functionality is now generally accessible, following a period in Google’s AI Labs program.
The introduction of generative AI to refine the ranking of search results pages is poised to significantly impact online publishers. Elizabeth Harmon Reid, Google’s head of search, highlighted during a pre-announcement press briefing, “We envision more applications for AI overviews beyond their current capabilities. There are numerous opportunities to embed generative AI throughout the search experience, and I am particularly enthusiastic about the potential of an AI-curated results page.”
Initially, Google will display these AI-enhanced search results pages when it identifies that users are seeking inspiration, such as planning an anniversary trip to Dallas. In the near future, this feature will extend to searches related to dining options and recipes, with plans to include results for movies, books, hotels, shopping, and more.
“We are set to leverage generative AI to optimize the entire results page, taking into account the topic at hand and determining what might capture interest, acknowledging the need for recommendations. For instance, rooftop patios in Dallas are particularly popular due to the favorable weather conditions. The city is also renowned for its historic elegance, offering inspiring choices, with Google assisting you through the brainstorming process.”
In the demonstration presented by Reid, the results page showcased lists of “anniversary-worthy restaurants,” meticulously organized in a carousel format. These lists not only featured the usual star ratings but also included brief, AI-generated summaries of reviews. Additionally, the list was enriched with discussions from Reddit, alongside AI-generated suggestions for venues featuring live music in intimate settings, romantic steakhouses, and critics’ picks. At the bottom of the page, users had the option to view “more web results,” presumably leading to a more traditional search experience.
Currently, the placement of advertisements on these pages remains uncertain.
During a pre-I/O press briefing, a reporter inquired of CEO Sundar Pichai whether traditional Google Search would persist alongside Gemini. Pichai’s response, while not directly addressing the question, emphasized Google’s commitment to user-centric development.
“As users’ needs evolve, we strive to meet them accordingly,” Pichai stated. “Our goal is to enhance user engagement across both Search and Gemini. I already observe positive outcomes, with complex questions being resolved, supporting users more comprehensively along their journeys. This integration with our products deepens our ability to assist. I view this as a period of growth and opportunity, and we are enthusiastic about the developments.”
It raises the question: could SEO be on the verge of becoming obsolete?
