More links to road pages
Google has let us know it is expanding the AI mode. The focus is on providing more relevant links, so that you can continue reading yourself if the answer from Google’s AI search engine is not sufficient. This also makes it easier to find out where the AI bot gets its information, and therefore to test whether the information it provides is correct. A separate column with links is already available in the desktop version of Google’s AI mode and should soon follow on the mobile version as well. Not only will links to relevant web pages be displayed even more prominently next to the AI answer, but the AI answer itself will be displayed more prominently. The AI response itself will also contain more links. Google claims that users are more likely to click on links when they are in text, so this is one way to get people to these web pages. Finally, Google is launching a pilot with several publications, including The Guardian and The Washington Post, to explore how AI can attract more relevant audiences to their websites. Many publications are concerned that the growth of AI could lead to fewer people visiting their websites, and they see this as a way to generate more clicks.
Research at the European level
It seems no coincidence that these adjustments are being made now. Earlier this week, the European Commission announced it would launch an investigation into Google’s use of AI. The aim is to determine whether Google is violating any rules by using content from publications in its AI answers. An essential part of the investigation is to determine whether it is legally permitted for publications not to receive payment for the use of their information in AI-generated answers on Google. It also allows publications to choose not to have their articles used for AI answers, without affecting their placement in Google’s search results. According to the European Commission: “A free and democratic society depends on diverse media, open access to information, and a vibrant creative landscape. These values are central to who we are as Europeans. AI brings remarkable innovation and many benefits to people and businesses across Europe, but this progress should not come at the expense of the principles that underpin our societies. That is why research We whether Google may have imposed unfair conditions on publishers and content creators, while placing competing developers of AI models at a disadvantage, in violation of EU competition rules.” With these adjustments, Google appears to be at least partially responding to the European Commission’s concerns. This may provide a better balance between human-written content on websites and AI-provided information on Google. However, whether it will be enough to satisfy the European Commission remains to be seen.