Why Google’s New AI-Saturated Search Page Will Be A Disaster

from the the-end-of-ten-blue-links dept

Google didn’t invent full-text search of the Internet – that honor belongs to early pioneers such as WebCrawler, Lycos and AltaVista. But for the last 25 years or so, Google has been synonymous with online searching, providing the quickest and most effective way to find things online (although its results may be getting worse.) More recently, it has been adding to its search engine more features based on generative AI, first with its AI Overviews in 2024, and then a year later with its AI Mode in Search. Now it has announced the latest stage in that evolution with what it calls “A new era for AI Search”:

It’s more intuitive than ever, dynamically expanding to give you space to describe exactly what you need. Designed to anticipate your intent, it also helps you formulate your question with AI-powered suggestions that go beyond autocomplete. And you can search across modalities, using text, images, files, videos or Chrome tabs as inputs.

This new incarnation effectively turns search into a chatbot:

You can easily ask a follow-up question right from an AI Overview, and flow into a conversational back and forth with AI Mode. Your context stays with you, and as you explore more deeply, the links and supporting articles get even more relevant. This seamless experience is live today across desktop and mobile, worldwide.

As the the screenshot of the new interface above shows, the traditional search result links that are currently placed under the AI Overview have now been confined to a small panel on the right-hand side of the screen, which shows a cut-down version of today’s list. Users are encouraged to ask follow-up questions from the AI search chatbot, rather than exploring the links themselves.

What this is likely to mean in practice is that even fewer people will follow links to sites, something that was already happening last year; instead, they will engage with Google’s chatbot to gather information indirectly. This is terrible news for access to knowledge because it frames the Google AI search engine as the fount of all knowledge – one that will do all the hard work of finding information and combining it into an easily digested answer that can be interrogated further. It can do that because it has already ingested billions of Web pages and other information sources as part of the Large Language Model (LLM) training process. But search engine users will no longer know what some of those sources are unless they painstakingly click on the links in the new panel.

Most people will not bother, because the AI-generated results will be good enough – or at least will appear to be good enough. Unless visitors to the site take the trouble to follow the links to the sources they won’t really know how reliable those results are. For example, it is possible that the sources are wrong, or misleading; moreover, Google’s LLM may itself introduce new errors and distortions. There is also the question of how Google will insert ads into this AI-generated information, and to what extent advertisers will be able to buy preferential treatment in results.

This new mediated approach is clearly terrible news for Wikipedia – an issue already discussed on Walled Culture earlier this year – and for creators. Google will use the information found in their works, but will not actively encourage people to visit the originals. For many people, summaries will be good enough, and they will never discover the greater riches of the sites and creations that Google’s LLM is based on. Worse still, the original creators such as Wikipedia may not even be mentioned in answers that involve aggregating information from a large number of sources.

Similarly, the new Google search is the publishing industry’s worst nightmare. Not only is Google drawing on material they have published, but it is pushing links to those sources into the background. It seems inevitable that the Web traffic to publishers will fall yet further, making already struggling business models based on advertising even more precarious. That will have knock-on consequences for the funding of many sites – particularly newspapers and magazines – and for the commissioning of work from journalists and other creative professionals. Users won’t even need to visit Google Search much in order to keep up-to-date with topics of interest thanks to Google Search’s new agentic capabilities that will do the work for them in advance:

With information agents, you can stay updated on whatever matters most to you. Your agent will intelligently look across everything on the web, like blogs, news sites and social posts, plus our freshest data, such as real-time info on finance, shopping and sports, to monitor for changes related to your specific question.

In this case, not only will people not visit sites, but the latter will be constantly bombarded by various AI bots seeking information on behalf of users – increasing site running costs, and making sites less usable by humans. Another key announcement from Google will lead to a further flood of agentic activities that will pose new challenges to businesses:

We’re also expanding agentic booking capabilities in Search to a wide range of new tasks, including local experiences and services. Just share your specific criteria — like finding a private karaoke room for six on a Friday night that serves food late — and Search brings together the latest pricing and availability with direct links to finish booking through the provider of your choice. And for select categories like home repair, beauty or pet care, you can ask Google to call businesses on your behalf.

What emerges from Google’s latest announcements is less of a search engine, and more of an immersive virtual environment that is designed to keep people engaging with Google’s services, asking them for information, advice and even delegating actions to them. There is no doubt that many users will find these new features attractive, not least because they can use “conversational voice features” in Gmail, Docs and elsewhere. These are the digital assistants that have been promised for many years, able to understand spoken commands, provide information verbally, and carry out complex operations on behalf of users without the need for any complex training. For many people, that will be a boon, and they will doubtless migrate from the traditional search page, which will still be the default – at least for now – to the latest AI-infused version.

But these impressive technical features come at a high price, even leaving aside issues such as the environmental impact of the huge server farms they require. With the latest incarnation of its search engine, Google is making the World Wide Web as we have known it for over 30 years invisible, and therefore increasingly irrelevant to most people, who will be happy to let Google become their universal user interface to everything. And yet Google still depends on the Internet to supply all the information it is analyzing and repackaging. It risks killing the very thing that sustains it.

There’s another, more subtle issue. The new Google search features make finding information and carrying out actions very easy in many ways. Leaving aside the problem that this will require people to trust what is in effect a huge black box, where the internal workings cannot be examined, with all the loss of control this implies, there is another danger. People who use Google’s powerful new AI search services to offload many of their day-to-day actions may gradually lose the ability to understand the world and to act within it without that constant help. Such a dependence may be great for Google and its advertisers, but it surely cannot be a good thing for the future of society.

Follow me @glynmoody on Mastodon and on Bluesky. Originally published to WalledCulture.

Filed Under: ai, links, open web, search

Companies: google