search

Google is rolling out conversational shopping—and ads—in AI Mode search

AI, AI shopping, Google, search, shopping / Kelly Newman / November 13, 2025

In recent months, Google has promised to inject generative AI into the online shopping experience, and now it’s following through. The previously announced shopping features of AI Mode search are rolling out, and Gemini will also worm its way into Google’s forgotten Duplex automated phone call tech. It’s all coming in time for the holidays to allegedly make your gifting more convenient and also conveniently ensure that Google gets a piece of the action.

At Google I/O in May, the company announced its intention to bring conversational shopping to AI Mode. According to Google, its enormous “Shopping Graph” or retailer data means its AI is uniquely positioned to deliver useful suggestions. In the coming weeks, users in the US will be able to ask AI Mode complex questions about what to buy, and it will deliver suggestions, guides, tables, and other generated content to help you decide. And since this is gen AI, it comes with the usual disclaimers about possible mistakes.

AI Mode shopping features.

You’re probably wondering where you’ll see sponsored shopping content in these experiences. Google says some of the content that appears in AI Mode will be ads, just like if you look up shopping results in a traditional search. Shopping features are also coming to the Gemini app, but Google says it won’t have sponsored content in the results for the time being.

Google is also releasing a feature called “agentic checkout,” a term used only in passing when the company announced the feature alongside AI Mode shopping at I/O. Google is really leaning into the agentic angle now, though. The gist is you can set a price threshold for a product in search, and Google will let you know if the item reaches that price. That part isn’t new, but there’s now an AI twist. After getting the alert, you can authorize an automatic purchase with Google Pay. However, it’s currently only supported at a handful of retailers like Chewy, Wayfair, and some Shopify merchants. It’s not clear whether this qualifies as agentic anything, but it might save you some money regardless.

Google is rolling out conversational shopping—and ads—in AI Mode search Read More »

Google’s Photoshop-killer AI model is coming to search, Photos, and NotebookLM

AI, Artificial Intelligence, generative ai, Google, google notebookLM, google photos, search, Tech / DJ Henderson / October 14, 2025

NotebookLM added a video overview feature several months back, which uses AI to generate a video summary of the content you’ve added to the notebook. The addition of Nano Banana to NotebookLM is much less open-ended. Instead of entering prompts to edit images, NotebookLM has a new set of video styles powered by Nano Banana, including whiteboard, anime, retro print, and more. The original style is still available as “Classic.”

My favorite video.

NotebookLM’s videos are still somewhat limited, but this update adds a second general format. You can now choose “Brief” in addition to “Explainer,” with the option to add prompts that steer the video in the right direction. Although, that’s not a guarantee, as this is still generative AI. At least the style should be more consistent with the addition of Nano Banana.

The updated image editor is also coming to Google Photos, but Google doesn’t have a firm timeline. Google claims that its Nano Banana model is a “major upgrade” over its previous image-editing model. Conversational editing was added to Photos last month, but it’s not the Nano Banana model that has impressed testers over the summer. Google says that Nano Banana will arrive in the Photos app in the next few weeks, which should make those conversational edits much less frustrating.

Google’s Photoshop-killer AI model is coming to search, Photos, and NotebookLM Read More »

UK antitrust regulator takes aim at Google’s search dominance

antitrust, Google, search, Tech, United Kindgom / 9u50fv / October 10, 2025

Google is facing multiple antitrust actions in the US, and European regulators have been similarly tightening the screws. You can now add the UK to the list of Google’s governmental worries. The country’s antitrust regulator, known as the Competition and Markets Authority (CMA), has confirmed that Google has “strategic market status,” paving the way to more limits on how Google does business in the UK. Naturally, Google objects to this course of action.

The designation is connected to the UK’s new digital markets competition regime, which was enacted at the beginning of the year. Shortly after, the CMA announced it was conducting an investigation into whether Google should be designated with strategic market status. The outcome of that process is a resounding “yes.”

This label does not mean Google has done anything illegal or that it is subject to immediate regulation. It simply means the company has “substantial and entrenched market power” in one or more areas under the purview of the CMA. Specifically, the agency has found that Google is dominant in search and search advertising, holding a greater than 90 percent share of Internet searches in the UK.

In Google’s US antitrust trials, the rapid rise of generative AI has muddied the waters. Google has claimed on numerous occasions that the proliferation of AI firms offering search services means there is ample competition. In the UK, regulators note that Google’s Gemini AI assistant is not in the scope of the strategic market status designation. However, some AI features connected to search, like AI Overviews and AI Mode, are included.

According to the CMA, consultations on possible interventions to ensure effective competition will begin later this year. The agency’s first set of antitrust measures will likely expand on solutions that Google has introduced in other regions or has offered on a voluntary basis in the UK. This could include giving publishers more control over how their data is used in search and “choice screens” that suggest Google alternatives to users. Measures that require new action from Google could be announced in the first half of 2026.

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In court filing, Google concedes the open web is in “rapid decline”

advertising, AI, antitrust, Google, search, Tech / Mike M. / September 9, 2025

Advertising and the open web

Google objects to this characterization. A spokesperson calls it a “cherry-picked” line from the filing that has been misconstrued. Google’s position is that the entire passage is referring to open-web advertising rather than the open web itself. “Investments in non-open web display advertising like connected TV and retail media are growing at the expense of those in open web display advertising,” says Google.

If we assume this is true, it doesn’t exactly let Google off the hook. As AI tools have proliferated, we’ve heard from Google time and time again that traffic from search to the web is healthy. When people use the web more, Google makes more money from all those eyeballs on ads, and indeed, Google’s earnings have never been higher. However, Google isn’t just putting ads on websites—Google is also big in mobile apps. As Google’s own filings make clear, in-app ads are by far the largest growth sector in advertising. Meanwhile, time spent on non-social and non-video content is stagnant or slightly declining, and as a result, display ads on the open web earn less.

So, whether Google’s wording in the filing is meant to address the web or advertising on the web may be a distinction without a difference. If ads on websites aren’t making the big bucks, Google’s incentives will undoubtedly change. While Google says its increasingly AI-first search experience is still consistently sending traffic to websites, it has not released data to show that. If display ads are in “rapid decline,” then it’s not really in Google’s interest to continue sending traffic to non-social and non-video content. Maybe it makes more sense to keep people penned up on its platform where they can interact with its AI tools.

Of course, the web isn’t just ad-supported content—Google representatives have repeatedly trotted out the claim that Google’s crawlers have seen a 45 percent increase in indexable content since 2023. This metric, Google says, shows that open web advertising could be imploding while the web is healthy and thriving. We don’t know what kind of content is in this 45 percent, but given the timeframe cited, AI slop is a safe bet.

If the increasingly AI-heavy open web isn’t worth advertisers’ attention, is it really right to claim the web is thriving as Google so often does? Google’s filing may simply be admitting to what we all know: the open web is supported by advertising, and ads increasingly can’t pay the bills. And is that a thriving web? Not unless you count AI slop.

In court filing, Google concedes the open web is in “rapid decline” Read More »

Google won’t have to sell Chrome, judge rules

antitrust, Google, legal, search, Tech / Beth Washington / September 3, 2025

Google has avoided the worst-case scenario in the pivotal search antitrust case brought by the US Department of Justice. DC District Court Judge Amit Mehta has ruled that Google doesn’t have to give up the Chrome browser to mitigate its illegal monopoly in online search. The court will only require a handful of modest behavioral remedies, forcing Google to release some search data to competitors and limit its ability to make exclusive distribution deals.

More than a year ago, the Department of Justice (DOJ) secured a major victory when Google was found to have violated the Sherman Antitrust Act. The remedy phase took place earlier this year, with the DOJ calling for Google to divest the market-leading Chrome browser. That was the most notable element of the government’s proposed remedies, but it also wanted to explore a spin-off of Android, force Google to share search technology, and severely limit the distribution deals Google is permitted to sign.

Mehta has decided on a much narrower set of remedies. While there will be some changes to search distribution, Google gets to hold onto Chrome. The government contended that Google’s dominance in Chrome was key to its search lock-in, but Google claimed no other company could hope to operate Chrome and Chromium like it does. Mehta has decided that Google’s use of Chrome as a vehicle for search is not illegal in itself, though. “Plaintiffs overreached in seeking forced divesture (sic) of these key assets, which Google did not use to effect any illegal restraints,” the ruling reads.

Break up the company without touching the sides and getting shocked! — Credit: Aurich Lawson

Google’s proposed remedies were, unsurprisingly, much more modest. Google fully opposed the government’s Chrome penalties, but it was willing to accept some limits to its search deals and allow Android OEMs to choose app preloads. That’s essentially what Mehta has ruled. Under the court’s ruling, Google will still be permitted to pay for search placement—those multi-billion-dollar arrangements with Apple and Mozilla can continue. However, Google cannot require any of its partners to distribute Search, Chrome, Google Assistant, or Gemini. That means Google cannot, for example, make access to the Play Store contingent on bundling its other apps on phones.

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Enough is enough—I dumped Google’s worsening search for Kagi

AI, AI assistant, ai search, degoogle, Features, Google, google search, kagi, kagi search, screwyoogle, search, search engines, SEO, Tech / 9u50fv / August 5, 2025

I like how the search engine is the product instead of me.

“Won’t be needing this anymore!” Credit: Aurich “The King” Lawson

Mandatory AI summaries have come to Google, and they gleefully showcase hallucinations while confidently insisting on their truth. I feel about them the same way I felt about mandatory G+ logins when all I wanted to do was access my damn YouTube account: I hate them. Intensely.

But unlike those mandatory G+ logins—on which Google eventually relented before shutting down the G+ service—our reading of the tea leaves suggests that, this time, the search giant is extremely pleased with how things are going.

Fabricated AI dreck polluting your search? It’s the new normal. Miss your little results page with its 10 little blue links? Too bad. They’re gone now, and you can’t get them back, no matter what ephemeral workarounds or temporarily functional flags or undocumented, could-fail-at-any-time URL tricks you use.

And the galling thing is that Google expects you to be a good consumer and just take it. The subtext of the company’s (probably AI-generated) robo-MBA-speak non-responses to criticism and complaining is clear: “LOL, what are you going to do, use a different search engine? Now, shut up and have some more AI!”

But like the old sailor used to say: “That’s all I can stands, and I can’t stands no more.” So I did start using a different search engine—one that doesn’t constantly shower me with half-baked, anti-consumer AI offerings.

Out with Google, in with Kagi.

What the hell is a Kagi?

Kagi was founded in 2018, but its search product has only been publicly available since June 2022. It purports to be an independent search engine that pulls results from around the web (including from its own index) and is aimed at returning search to a user-friendly, user-focused experience. The company’s stated purpose is to deliver useful search results, full stop. The goal is not to blast you with AI garbage or bury you in “Knowledge Graph” summaries hacked together from posts in a 12-year-old Reddit thread between two guys named /u/WeedBoner420 and /u/14HitlerWasRight88.

Kagi’s offerings (it has a web browser, too, though I’ve not used it) are based on a simple idea. There’s an (oversimplified) axiom that if a good or service (like Google search, for example, or good ol’ Facebook) is free for you to use, it’s because you’re the product, not the customer. With Google, you pay with your attention, your behavioral metrics, and the intimate personal details of your wants and hopes and dreams (and the contents of your emails and other electronic communications—Google’s got most of that, too).

With Kagi, you pay for the product using money. That’s it! You give them some money, and you get some service—great service, really, which I’m overall quite happy with and which I’ll get to shortly. You don’t have to look at any ads. You don’t have to look at AI droppings. You don’t have to give perpetual ownership of your mind-palace to a pile of optioned-out tech bros in sleeveless Patagonia vests while you are endlessly subjected to amateur AI Rorschach tests every time you search for “pierogis near me.”

How much money are we talking?

I dunno, about a hundred bucks a year? That’s what I’m spending as an individual for unlimited searches. I’m using Kagi’s “Professional” plan, but there are others, including a free offering so that you can poke around and see if the service is worth your time.

image of kagi billing panel — This is my account’s billing page, showing what I’ve paid for Kagi in the past year. (By the time this article runs, I’ll have renewed my subscription!) Credit: Lee Hutchinson

I’d previously bounced off two trial runs with Kagi in 2023 and 2024 because the idea of paying for search just felt so alien. But that was before Google’s AI enshittification rolled out in full force. Now, sitting in the middle of 2025 with the world burning down around me, a hundred bucks to kick Google to the curb and get better search results feels totally worth it. Your mileage may vary, of course.

The other thing that made me nervous about paying for search was the idea that my money was going to enrich some scumbag VC fund, but fortunately, there’s good news on that front. According to the company’s “About” page, Kagi has not taken any money from venture capitalist firms. Instead, it has been funded by a combination of self-investment by the founder, selling equity to some Kagi users in two rounds, and subscription revenue:

Kagi was bootstrapped from 2018 to 2023 with ~$3M initial funding from the founder. In 2023, Kagi raised $670K from Kagi users in its first external fundraise, followed by $1.88M raised in 2024, again from our users, bringing the number of users-investors to 93… In early 2024, Kagi became a Public Benefit Corporation (PBC).

What about DuckDuckGo? Or Bing? Or Brave?

Sure, those can be perfectly cromulent alternatives to Google, but honestly, I don’t think they go far enough. DuckDuckGo is fine, but it largely utilizes Bing’s index; and while DuckDuckGo exercises considerable control over its search results, the company is tied to the vicissitudes of Microsoft by that index. It’s a bit like sitting in a boat tied to a submarine. Sure, everything’s fine now, but at some point, that sub will do what subs do—and your boat is gonna follow it down.

And as for Bing itself, perhaps I’m nitpicky [Ed. note: He is!], but using Bing feels like interacting with 2000-era MSN’s slightly perkier grandkid. It’s younger and fresher, yes, but it still radiates that same old stanky feeling of taste-free, designed-by-committee artlessness. I’d rather just use Google—which is saying something. At least Google’s search home page remains uncluttered.

Brave Search is another fascinating option I haven’t spent a tremendous amount of time with, largely because Brave’s cryptocurrency ties still feel incredibly low-rent and skeevy. I’m slowly warming up to the Brave Browser as a replacement for Chrome (see the screenshots in this article!), but I’m just not comfortable with Brave yet—and likely won’t be unless the company divorces itself from cryptocurrencies entirely.

More anonymity, if you want it

The feature that convinced me to start paying for Kagi was its Privacy Pass option. Based on a clean-sheet Rust implementation of the Privacy Pass standard (IETF RFCs 9576, 9577, and 9578) by Raphael Robert, this is a technology that uses cryptographic token-based auth to send an “I’m a paying user, please give me results” signal to Kagi, without Kagi knowing which user made the request. (There’s a much longer Kagi blog post with actual technical details for the curious.)

To search using the tool, you install the Privacy Pass extension (linked in the docs above) in your browser, log in to Kagi, and enable the extension. This causes the plugin to request a bundle of tokens from the search service. After that, you can log out and/or use private windows, and those tokens are utilized whenever you do a Kagi search.

image of a kagi search with privacy pass enabled — Privacy pass is enabled, allowing me to explore the delicious mystery of pierogis with some semblance of privacy. Credit: Lee Hutchinson

The obvious flaw here is that Kagi still records source IP addresses along with Privacy Pass searches, potentially de-anonymizing them, but there’s a path around that: Privacy Pass functions with Tor, and Kagi maintains a Tor onion address for searches.

So why do I keep using Privacy Pass without Tor, in spite of the opsec flaw? Maybe it’s the placebo effect in action, but I feel better about putting at least a tiny bit of friction in the way of someone with root attempting to casually browse my search history. Like, I want there to be at least a SQL JOIN or two between my IP address and my searches for “best Mass Effect alien sex choices” or “cleaning tips for Garrus body pillow.” I mean, you know, assuming I were ever to search for such things.

What’s it like to use?

Moving on with embarrassed rapidity, let’s look at Kagi a bit and see how using it feels.

My anecdotal observation is that Kagi doesn’t favor Reddit-based results nearly as much as Google does, but sometimes it still has them near or at the top. And here is where Kagi curb-stomps Google with quality-of-life features: Kagi lets you prioritize or de-prioritize a website’s prominence in your search results. You can even pin that site to the top of the screen or block it completely.

This is a feature I’ve wanted Google to get for about 25 damn years but that the company has consistently refused to properly implement (likely because allowing users to exclude sites from search results notionally reduces engagement and therefore reduces the potential revenue that Google can extract from search). Well, screw you, Google, because Kagi lets me prioritize or exclude sites from my results, and it works great—I’m extraordinarily pleased to never again have to worry about Quora or Pinterest links showing up in my search results.

Further, Kagi lets me adjust these settings both for the current set of search results (if you don’t want Reddit results for this search but you don’t want to drop Reddit altogether) and also globally (for all future searches):

image of kagi search personalization options — Goodbye forever, useless crap sites. Credit: Lee Hutchinson

Another tremendous quality-of-life improvement comes via Kagi’s image search, which does a bunch of stuff that Google should and/or used to do—like giving you direct right-click access to save images without having to fight the search engine with workarounds, plugins, or Tampermonkey-esque userscripts.

The Kagi experience is also vastly more customizable than Google’s (or at least, how Google’s has become). The widgets that appear in your results can be turned off, and the “lenses” through which Kagi sees the web can be adjusted to influence what kinds of things do and do not appear in your results.

If that doesn’t do it for you, how about the ability to inject custom CSS into your search and landing pages? Or to automatically rewrite search result URLs to taste, doing things like redirecting reddit.com to old.reddit.com? Or breaking free of AMP pages and always viewing originals instead?

Image of kagi custom css field — Imagine all the things Ars readers will put here. Credit: Lee Hutchinson

Is that all there is?

Those are really all the features I care about, but there are loads of other Kagi bits to discover—like a Kagi Maps tool (it’s pretty good, though I’m not ready to take it up full time yet) and a Kagi video search tool. There are also tons of classic old-Google-style inline search customizations, including verbatim mode, where instead of trying to infer context about your search terms, Kagi searches for exactly what you put in the box. You can also add custom search operators that do whatever you program them to do, and you get API-based access for doing programmatic things with search.

A quick run-through of a few additional options pages. This is the general customization page. Lee Hutchinson

I haven’t spent any time with Kagi’s Orion browser, but it’s there as an option for folks who want a WebKit-based browser with baked-in support for Privacy Pass and other Kagi functionality. For now, Firefox continues to serve me well, with Brave as a fallback for working with Google Docs and other tools I can’t avoid and that treat non-Chromium browsers like second-class citizens. However, Orion is probably on the horizon for me if things in Mozilla-land continue to sour.

Cool, but is it any good?

Rather than fill space with a ton of comparative screenshots between Kagi and Google or Kagi and Bing, I want to talk about my subjective experience using the product. (You can do all the comparison searches you want—just go and start searching—and your comparisons will be a lot more relevant to your personal use cases than any examples I can dream up!)

My time with Kagi so far has included about seven months of casual opportunistic use, where I’d occasionally throw a query at it to see how it did, and about five months of committed daily use. In the five months of daily usage, I can count on one hand the times I’ve done a supplementary Google search because Kagi didn’t have what I was looking for on the first page of results. I’ve done searches for all the kinds of things I usually look for in a given day—article fact-checking queries, searches for details about the parts of speech, hunts for duck facts (we have some feral Muscovy ducks nesting in our front yard), obscure technical details about Project Apollo, who the hell played Dupont in Equilibrium (Angus Macfadyen, who also played Robert the Bruce in Braveheart), and many, many other queries.

Image of Firefox history window showing kagi searches for july 22 — A typical afternoon of Kagi searches, from my Firefox history window. Credit: Lee Hutchinson

For all of these things, Kagi has responded quickly and correctly. The time to service a query feels more or less like Google’s service times; according to the timer at the top of the page, my Kagi searches complete in between 0.2 and 0.8 seconds. Kagi handles misspellings in search terms with the grace expected of a modern search engine and has had no problem figuring out my typos.

Holistically, taking search customizations into account on top of the actual search performance, my subjective assessment is that Kagi gets me accurate, high-quality results on more or less any given query, and it does so without festooning the results pages with features I find detractive and irrelevant.

I know that’s not a data-driven assessment, and it doesn’t fall back on charts or graphs or figures, but it’s how I feel after using the product every single day for most of 2025 so far. For me, Kagi’s search performance is firmly in the “good enough” category, and that’s what I need.

Kagi and AI

Unfortunately, the thing that’s stopping me from being completely effusive in my praise is that Kagi is exhibiting a disappointing amount of “keeping-up-with-the-Joneses” by rolling out a big ‘ol pile of (optional, so far) AI-enabled search features.

A blog post from founder Vladimir Prelovac talks about the company’s use of AI, and it says all the right things, but at this point, I trust written statements from tech company founders about as far as I can throw their corporate office buildings. (And, dear reader, that ain’t very far).

image of kagi ai features — No thanks. But I would like to exclude AI images from my search results, please. Credit: Lee Hutchinson

The short version is that, like Google, Kagi has some AI features: There’s an AI search results summarizer, an AI page summarizer, and an “ask questions about your results” chatbot-style function where you can interactively interrogate an LLM about your search topic and results. So far, all of these things can be disabled or ignored. I don’t know how good any of the features are because I have disabled or ignored them.

If the existence of AI in a product is a bright red line you won’t cross, you’ll have to turn back now and find another search engine alternative that doesn’t use AI and also doesn’t suck. When/if you do, let me know, because the pickings are slim.

Is Kagi for you?

Kagi might be for you—especially if you’ve recently typed a simple question into Google and gotten back a pile of fabricated gibberish in place of those 10 blue links that used to serve so well. Are you annoyed that Google’s search sucks vastly more now than it did 10 years ago? Are you unhappy with how difficult it is to get Google search to do what you want? Are you fed up? Are you pissed off?

If your answer to those questions is the same full-throated “Hell yes, I am!” that mine was, then perhaps it’s time to try an alternative. And Kagi’s a pretty decent one—if you’re not averse to paying for it.

It’s a fantastic feeling to type in a search query and once again get useful, relevant, non-AI results (that I can customize!). It’s a bit of sanity returning to my Internet experience, and I’m grateful. Until Kagi is bought by a value-destroying vampire VC fund or implodes into its own AI-driven enshittification cycle, I’ll probably keep paying for it.

After that, who knows? Maybe I’ll throw away my computers and live in a cave. At least until the cave’s robot exclusion protocol fails and the Googlebot comes for me.

Lee is the Senior Technology Editor, and oversees story development for the gadget, culture, IT, and video sections of Ars Technica. A long-time member of the Ars OpenForum with an extensive background in enterprise storage and security, he lives in Houston.

Enough is enough—I dumped Google’s worsening search for Kagi Read More »

Google tool misused to scrub tech CEO’s shady past from search

Google, search, Tech / Shannon Garcia / July 31, 2025

Capital F for “Frustrating”

Upon investigating, FPF found that its article on Blackman was completely absent from Google results, even through a search with the exact title. Poulson later realized that two of his own Substack articles were similarly affected. The Foundation was led to the Refresh Outdated Content tool upon checking its search console.

Google’s tool doesn’t just take anyone’s word for it when they suggest the removal of search results. However, a bug in the tool made it an ideal way to suppress information in search results. When inputting a URL, the tool allowed users to change the capitalization in the URL slug. The Foundation’s article was titled “Anatomy of a censorship campaign: A tech exec’s crusade to stifle journalism,” but the requests logged in Google’s tool included variations like “AnAtomy” and “censorSHip.”

Because the Refresh Outdated Content was seemingly case-insensitive, the crawler would check the URL, encounter a 404 error, and then de-index the working URL. Investigators determined this method was used by Blackman or someone with a suspicious interest in his online profile dozens of times between May and June 2025. Amusingly, since leaving Premise, Blackman has landed in the CEO role at online reputation management firm The Transparency Company.

If you go looking for the Freedom of the Press Foundation article or Poulson’s own reporting, it should appear normally in Google’s search results. The FPF contacted Google about the issue, and the company confirmed the bug. It issued a fix with unusual swiftness, telling the Foundation that the bug affected “a tiny fraction of websites.”

It is unclear whether Google was aware of the bug previously or if its exploitation was widespread. The Internet is vast, and those who seek to maliciously hide information are not prone to publicizing their methods. It’s somewhat unusual for Google to admit fault so readily, but at least it addressed the issue.

The Refresh Outdated Content tool doesn’t log who submits requests, but whoever was behind this disinformation campaign may want to look into the Streisand Effect.

Google tool misused to scrub tech CEO’s shady past from search Read More »

Google can now generate a fake AI podcast of your search results

AI, Artificial Intelligence, Google, search, Tech / Kelly Newman / June 14, 2025

NotebookLM is undoubtedly one of Google’s best implementations of generative AI technology, giving you the ability to explore documents and notes with a Gemini AI model. Last year, Google added the ability to generate so-called “audio overviews” of your source material in NotebookLM. Now, Google has brought those fake AI podcasts to search results as a test. Instead of clicking links or reading the AI Overview, you can have two nonexistent people tell you what the results say.

This feature is not currently rolling out widely—it’s available in search labs, which means you have to manually enable it. Anyone can opt in to the new Audio Overview search experience, though. If you join the test, you’ll quickly see the embedded player in Google search results. However, it’s not at the top with the usual block of AI-generated text. Instead, you’ll see it after the first few search results, below the “People also ask” knowledge graph section.

Google isn’t wasting resources to generate the audio automatically, so you have to click the generate button to get started. A few seconds later, you’re given a back-and-forth conversation between two AI voices summarizing the search results. The player includes a list of sources from which the overview is built, as well as the option to speed up or slow down playback.

Google can now generate a fake AI podcast of your search results Read More »

AI Overviews hallucinates that Airbus, not Boeing, involved in fatal Air India crash

AI, ai hallucinations, ai search, Artificial Intelligence, Google, search, Tech / Kelly Newman / June 13, 2025

When major events occur, most people rush to Google to find information. Increasingly, the first thing they see is an AI Overview, a feature that already has a reputation for making glaring mistakes. In the wake of a tragic plane crash in India, Google’s AI search results are spreading misinformation claiming the incident involved an Airbus plane—it was actually a Boeing 787.

Travelers are more attuned to the airliner models these days after a spate of crashes involving Boeing’s 737 lineup several years ago. Searches for airline disasters are sure to skyrocket in the coming days, with reports that more than 200 passengers and crew lost their lives in the Air India Flight 171 crash. The way generative AI operates means some people searching for details may get the wrong impression from Google’s results page.

Not all searches get AI answers, but Google has been steadily expanding this feature since it debuted last year. One searcher on Reddit spotted a troubling confabulation when searching for crashes involving Airbus planes. AI Overviews, apparently overwhelmed with results reporting on the Air India crash, stated confidently (and incorrectly) that it was an Airbus A330 that fell out of the sky shortly after takeoff. We’ve run a few similar searches—some of the AI results say Boeing, some say Airbus, and some include a strange mashup of both Airbus and Boeing. It’s a mess.

In this search, Google’s AI says the crash involved an Airbus A330 instead of a Boeing 787. Credit: /u/stuckintrraffic

But why is Google bringing up the Air India crash at all in the context of Airbus? Unfortunately, it’s impossible to predict if you’ll get an AI Overview that blames Boeing or Airbus—generative AI is non-deterministic, meaning the output is different every time, even for identical inputs. Our best guess for the underlying cause is that numerous articles on the Air India crash mention Airbus as Boeing’s main competitor. AI Overviews is essentially summarizing these results, and the AI goes down the wrong path because it lacks the ability to understand what is true.

AI Overviews hallucinates that Airbus, not Boeing, involved in fatal Air India crash Read More »

Google’s nightmare: How a search spinoff could remake the web

AI, Artificial Intelligence, Features, Google, search, Tech / Beth Washington / June 6, 2025

Google has shaped the Internet as we know it, and unleashing its index could change everything.

Google may be forced to license its search technology when the final antitrust ruling comes down. Credit: Aurich Lawson

Google wasn’t around for the advent of the World Wide Web, but it successfully remade the web on its own terms. Today, any website that wants to be findable has to play by Google’s rules, and after years of search dominance, the company has lost a major antitrust case that could reshape both it and the web.

The closing arguments in the case just wrapped up last week, and Google could be facing serious consequences when the ruling comes down in August. Losing Chrome would certainly change things for Google, but the Department of Justice is pursuing other remedies that could have even more lasting impacts. During his testimony, Google CEO Sundar Pichai seemed genuinely alarmed at the prospect of being forced to license Google’s search index and algorithm, the so-called data remedies in the case. He claimed this would be no better than a spinoff of Google Search. The company’s statements have sometimes derisively referred to this process as “white labeling” Google Search.

But does a white label Google Search sound so bad? Google has built an unrivaled index of the web, but the way it shows results has become increasingly frustrating. A handful of smaller players in search have tried to offer alternatives to Google’s search tools. They all have different approaches to retrieving information for you, but they agree that spinning off Google Search could change the web again. Whether or not those changes are positive depends on who you ask.

The Internet is big and noisy

As Google’s search results have changed over the years, more people have been open to other options. Some have simply moved to AI chatbots to answer their questions, hallucinations be damned. But for most people, it’s still about the 10 blue links (for now).

Because of the scale of the Internet, there are only three general web search indexes: Google, Bing, and Brave. Every search product (including AI tools) relies on one or more of these indexes to probe the web. But what does that mean?

“Generally, a search index is a service that, when given a query, is able to find relevant documents published on the Internet,” said Brave’s search head Josep Pujol.

A search index is essentially a big database, and that’s not the same as search results. According to JP Schmetz, Brave’s chief of ads, it’s entirely possible to have the best and most complete search index in the world and still show poor results for a given query. Sound like anyone you know?

Google’s technological lead has allowed it to crawl more websites than anyone else. It has all the important parts of the web, plus niche sites, abandoned blogs, sketchy copies of legitimate websites, copies of those copies, and AI-rephrased copies of the copied copies—basically everything. And the result of this Herculean digital inventory is a search experience that feels increasingly discombobulated.

“Google is running large-scale experiments in ways that no rival can because we’re effectively blinded,” said Kamyl Bazbaz, head of public affairs at DuckDuckGo, which uses the Bing index. “Google’s scale advantage fuels a powerful feedback loop of different network effects that ensure a perpetual scale and quality deficit for rivals that locks in Google’s advantage.”

The size of the index may not be the only factor that matters, though. Brave, which is perhaps best known for its browser, also has a search engine. Brave Search is the default in its browser, but you can also just go to the URL in your current browser. Unlike most other search engines, Brave doesn’t need to go to anyone else for results. Pujol suggested that Brave doesn’t need the scale of Google’s index to find what you need. And admittedly, Brave’s search results don’t feel meaningfully worse than Google’s—they may even be better when you consider the way that Google tries to keep you from clicking.

Brave’s index spans around 25 billion pages, but it leaves plenty of the web uncrawled. “We could be indexing five to 10 times more pages, but we choose not to because not all the web has signal. Most web pages are basically noise,” said Pujol.

The freemium search engine Kagi isn’t worried about having the most comprehensive index. Kagi is a meta search engine. It pulls in data from multiple indexes, like Bing and Brave, but it has a custom index of what founder and CEO Vladimir Prelovac calls the “non-commercial web.”

When you search with Kagi, some of the results (it tells you the proportion) come from its custom index of personal blogs, hobbyist sites, and other content that is poorly represented on other search engines. It’s reminiscent of the days when huge brands weren’t always clustered at the top of Google—but even these results are being pushed out of reach in favor of AI, ads, Knowledge Graph content, and other Google widgets. That’s a big part of why Kagi exists, according to Prelovac.

A Google spinoff could change everything

We’ve all noticed the changes in Google’s approach to search, and most would agree that they have made finding reliable and accurate information harder. Regardless, Google’s incredibly deep and broad index of the Internet is in demand.

Even with Bing and Brave available, companies are going to extremes to syndicate Google Search results. A cottage industry has emerged to scrape Google searches as a stand-in for an official index. These companies are violating Google’s terms, yet they appear in Google Search results themselves. Google could surely do something about this if it wanted to.

The DOJ calls Google’s mountain of data the “essential raw material” for building a general search engine, and it believes forcing the firm to license that material is key to breaking its monopoly. The sketchy syndication firms will evaporate if the DOJ’s data remedies are implemented, which would give competitors an official way to utilize Google’s index. And utilize it they will.

Google CEO Sundar Pichai decried the court’s efforts to force a “de facto divestiture” of Google’s search tech. Credit: Ryan Whitwam

According to Prelovac, this could lead to an explosion in search choices. “The whole purpose of the Sherman Act is to proliferate a healthy, competitive marketplace. Once you have access to a search index, then you can have thousands of search startups,” said Prelovac.

The Kagi founder suggested that licensing Google Search could allow entities of all sizes to have genuinely useful custom search tools. Cities could use the data to create deep, hyper-local search, and people who love cats could make a cat-specific search engine, in both cases pulling what they want from the most complete database of online content. And, of course, general search products like Kagi would be able to license Google’s tech for a “nominal fee,” as the DOJ puts it.

Prelovac didn’t hesitate when asked if Kagi, which offers a limited number of free searches before asking users to subscribe, would integrate Google’s index. “Yes, that is something we would do,” he said. “And that’s what I believe should happen.”

There may be some drawbacks to unleashing Google’s search services. Judge Amit Mehta has expressed concern that blocking Google’s search placement deals could reduce browser choice, and there is a similar issue with the data remedies. If Google is forced to license search as an API, its few competitors in web indexing could struggle to remain afloat. In a roundabout way, giving away Google’s search tech could actually increase its influence.

The Brave team worries about how open access to Google’s search technology could impact diversity on the web. “If implemented naively, it’s a big problem,” said Brave’s ad chief JP Schmetz, “If the court forces Google to provide search at a marginal cost, it will not be possible for Bing or Brave to survive until the remedy ends.”

The landscape of AI-based search could also change. We know from testimony given during the remedy trial by OpenAI’s Nick Turley that the ChatGPT maker tried and failed to get access to Google Search to ground its AI models—it currently uses Bing. If Google were suddenly an option, you can be sure OpenAI and others would rush to connect Google’s web data to their large language models (LLMs).

The attempt to reduce Google’s power could actually grant it new monopolies in AI, according to Brave Chief Business Officer Brian Brown. “All of a sudden, you would have a single monolithic voice of truth across all the LLMs, across all the web,” Brown said.

What if you weren’t the product?

If white labeling Google does expand choice, even at the expense of other indexes, it will give more kinds of search products a chance in the market—maybe even some that shun Google’s focus on advertising. You don’t see much of that right now.

For most people, web search is and always has been a free service supported by ads. Google, Brave, DuckDuckGo, and Bing offer all the search queries you want for free because they want eyeballs. It’s been said often, but it’s true: If you’re not paying for it, you’re the product. This is an arrangement that bothers Kagi’s founder.

“For something as important as information consumption, there should not be an intermediary between me and the information, especially one that is trying to sell me something,” said Prelovac.

Kagi search results acknowledge the negative impact of today’s advertising regime. Kagi users see a warning next to results with a high number of ads and trackers. According to Prelovac, that is by far the strongest indication that a result is of low quality. That icon also lets you adjust the prevalence of such sites in your personal results. You can demote a site or completely hide it, which is a valuable option in the age of clickbait.

Kagi search gives you a lot of control. Credit: Ryan Whitwam

Kagi’s paid approach to search changes its relationship with your data. “We literally don’t need user data,” Prelovac said. “But it’s not only that we don’t need it. It’s a liability.”

Prelovac admitted that getting people to pay for search is “really hard.” Nevertheless, he believes ad-supported search is a dead end. So Kagi is planning for a future in five or 10 years when more people have realized they’re still “paying” for ad-based search with lost productivity time and personal data, he said.

We know how Google handles user data (it collects a lot of it), but what does that mean for smaller search engines like Brave and DuckDuckGo that rely on ads?

“I’m sure they mean well,” said Prelovac.

Brave said that it shields user data from advertisers, relying on first-party tracking to attribute clicks to Brave without touching the user. “They cannot retarget people later; none of that is happening,” said Brave’s JP Schmetz.

DuckDuckGo is a bit of an odd duck—it relies on Bing’s general search index, but it adds a layer of privacy tools on top. It’s free and ad-supported like Google and Brave, but the company says it takes user privacy seriously.

“Viewing ads is privacy protected by DuckDuckGo, and most ad clicks are managed by Microsoft’s ad network,” DuckDuckGo’s Kamyl Bazbaz said. He explained that DuckDuckGo has worked with Microsoft to ensure its network does not track users or create any profiles based on clicks. He added that the company has a similar privacy arrangement with TripAdvisor for travel-related ads.

It’s AI all the way down

We can’t talk about the future of search without acknowledging the artificially intelligent elephant in the room. As Google continues its shift to AI-based search, it’s tempting to think of the potential search spin-off as a way to escape that trend. However, you may find few refuges in the coming years. There’s a real possibility that search is evolving beyond the 10 blue links and toward an AI assistant model.

All non-Google search engines have AI integrations, with the most prominent being Microsoft Bing, which has a partnership with OpenAI. But smaller players have AI search features, too. The folks working on these products agree with Microsoft and Google on one important point: They see AI as inevitable.

Today’s Google alternatives all have their own take on AI Overviews, which generates responses to queries based on search results. They’re generally not as in-your-face as Google AI, though. While Google and Microsoft are intensely focused on increasing the usage of AI search, other search operators aren’t pushing for that future. They are along for the ride, though.

AI overview on phone — AI Overviews are integrated with Google’s search results, and most other players have their own version. Credit: Google

“We’re finding that some people prefer to start in chat mode and then jump into more traditional search results when needed, while others prefer the opposite,” Bazbaz said. “So we thought the best thing to do was offer both. We made it easy to move between them, and we included an off switch for those who’d like to avoid AI altogether.”

The team at Brave views AI as a core means of accessing search and one that will continue to grow. Brave generates AI answers for many searches and prominently cites sources. You can also disable Brave’s AI if you prefer. But according to search chief Josep Pujol, the move to AI search is inevitable for a pretty simple reason: It’s convenient, and people will always choose convenience. So AI is changing the web as we know it, for better or worse, because LLMs can save a smidge of time, especially for more detailed “long-tail” queries. These AI features may give you false information while they do it, but that’s not always apparent.

This is very similar to the language Google uses when discussing agentic search, although it expresses it in a more nuanced way. By understanding the task behind a query, Google hopes to provide AI answers that save people time, even if the model needs a few ticks to fan out and run multiple searches to generate a more comprehensive report on a topic. That’s probably still faster than running multiple searches and manually reviewing the results, and it could leave traditional search as an increasingly niche service, even in a world with more choices.

“Will the 10 blue links continue to exist in 10 years?” Pujol asked. “Actually, one question would be, does it even exist now? In 10 years, [search] will have evolved into more of an AI conversation behavior or even agentic. That is probably the case. What, for sure, will continue to exist is the need to search. Search is a verb, an action that you do, and whether you will do it directly or whether it will be done through an agent, it’s a search engine.”

Vlad from Kagi sees AI becoming the default way we access information in the long term, but his search engine doesn’t force you to use it. On Kagi, you can expand the AI box for your searches and ask follow-ups, and the AI will open automatically if you use a question mark in your search. But that’s just the start.

“You watch Star Trek, nobody’s clicking on links there—I do believe in that vision in science fiction movies,” Prelovac said. “I don’t think my daughter will be clicking links in 10 years. The only question is if the current technology will be the one that gets us there. LLMs have inherent flaws. I would even tend to say it’s likely not going to get us to Star Trek.”

If we think of AI mainly as a way to search for information, the future becomes murky. With generative AI in the driver’s seat, questions of authority and accuracy may be left to language models that often behave in unpredictable and difficult-to-understand ways. Whether we’re headed for an AI boom or bust—for continued Google dominance or a new era of choice—we’re facing fundamental changes to how we access information.

Maybe if we get those thousands of search startups, there will be a few that specialize in 10 blue links. We can only hope.

Ryan Whitwam is a senior technology reporter at Ars Technica, covering the ways Google, AI, and mobile technology continue to change the world. Over his 20-year career, he’s written for Android Police, ExtremeTech, Wirecutter, NY Times, and more. He has reviewed more phones than most people will ever own. You can follow him on Bluesky, where you will see photos of his dozens of mechanical keyboards.

Google’s nightmare: How a search spinoff could remake the web Read More »

Google and DOJ tussle over how AI will remake the web in antitrust closing arguments

antitrust, Google, search, Tech / DJ Henderson / May 31, 2025

At the same time, Google is seeking to set itself apart from AI upstarts. “Generative AI companies are not trying to out-Google Google,” said Schmidtlein. Google’s team contends that its actions have not harmed any AI products like ChatGPT or Perplexity, and at any rate, they are not in the search market as defined by the court.

Mehta mused about the future of search, suggesting we may have to rethink what a general search engine is in 2025. “Maybe people don’t want 10 blue links anymore,” he said.

The Chromium problem and an elegant solution

At times during the case, Mehta has expressed skepticism about the divestment of Chrome. During closing arguments, Dahlquist reiterated the close relationship between search and browsers, reminding the court that 35 percent of Google’s search volume comes from Chrome.

Mehta now seems more receptive to a Chrome split than before, perhaps in part because the effects of the other remedies are becoming so murky. He called the Chrome divestment “less speculative” and “more elegant” than the data and placement remedies. Google again claimed, as it has throughout the remedy phase, that forcing it to give up Chrome is unsupported in the law and that Chrome’s dominance is a result of innovation.

Even if Mehta leans toward ordering this remedy, Chromium may be a sticking point. The judge seems unconvinced that the supposed buyers—a group which apparently includes almost every major tech firm—have the scale and expertise needed to maintain Chromium. This open source project forms the foundation of many other browsers, making its continued smooth operation critical to the web.

If Google gives up Chrome, Chromium goes with it, but what about the people who maintain it? The DOJ contends that it’s common for employees to come along with an acquisition, but that’s far from certain. There was some discussion of ensuring a buyer could commit to hiring staff to maintain Chromium. The DOJ suggests Google could be ordered to provide financial incentives to ensure critical roles are filled, but that sounds potentially messy.

A Chrome sale seems more likely now than it did earlier, but nothing is assured yet. Following the final arguments from each side, it’s up to Mehta to mull over the facts before deciding Google’s fate. That’s expected to happen in August, but nothing will change for Google right away. The company has already confirmed it will appeal the case, hoping to have the original ruling overturned. It could still be years before this case reaches its ultimate conclusion.

Google and DOJ tussle over how AI will remake the web in antitrust closing arguments Read More »

Zero-click searches: Google’s AI tools are the culmination of its hubris

AI, Artificial Intelligence, Features, Google, search / Mike M. / May 20, 2025

Google’s first year with AI search was a wild ride. It will get wilder.

Google is constantly making changes to its search rankings, but not all updates are equal. Every few months, the company bundles up changes into a larger “core update.” These updates make rapid and profound changes to search, so website operators watch them closely.

The March 2024 update was unique. It was one of Google’s largest core updates ever, and it took over a month to fully roll out. Nothing has felt quite the same since. Whether the update was good or bad depends on who you ask—and maybe who you are.

It’s common for websites to see traffic changes after a core update, but the impact of the March 2024 update marked a seismic shift. Google says the update aimed to address spam and AI-generated content in a meaningful way. Still, many publishers say they saw clicks on legitimate sites evaporate, while others have had to cope with unprecedented volatility in their traffic. Because Google owns almost the entire search market, changes in its algorithm can move the Internet itself.

In hindsight, the March 2024 update looks like the first major Google algorithm update for the AI era. Not only did it (supposedly) veer away from ranking AI-authored content online, but it also laid the groundwork for Google’s ambitious—and often annoying—desire to fuse AI with search.

A year ago, this ambition surfaced with AI Overviews, but now the company is taking an even more audacious route, layering in a new chat-based answer service called “AI Mode.” Both of these technologies do at least two things: They aim to keep you on Google properties longer, and they remix publisher content without always giving prominent citations.

Smaller publishers appear to have borne the brunt of the changes caused by these updates. “Google got all this flak for crushing the small publishers, and it’s true that when they make these changes, they do crush a lot of publishers,” says Jim Yu, CEO of enterprise SEO platform BrightEdge. Yu explains that Google is the only search engine likely to surface niche content in the first place, and there are bound to be changes to sites at the fringes during a major core update.

Google’s own view on the impact of the March 2024 update is unsurprisingly positive. The company said it was hoping to reduce the appearance of unhelpful content in its search engine results pages (SERPs) by 40 percent. After the update, the company claimed an actual reduction of closer to 45 percent. But does it feel like Google’s results have improved by that much? Most people don’t think so.

What causes this disconnect? According to Michael King, founder of SEO firm iPullRank, we’re not speaking the same language as Google. “Google’s internal success metrics differ from user perceptions,” he says. “Google measures user satisfaction through quantifiable metrics, while external observers rely on subjective experiences.”

Google evaluates algorithm changes with various tests, including human search quality testers and running A/B tests on live searches. But more than anything else, success is about the total number of searches (5 trillion of them per year). Google often makes this number a centerpiece of its business updates to show investors that it can still grow.

However, using search quantity to measure quality has obvious problems. For instance, more engagement with a search engine might mean that quality has decreased, so people try new queries (e.g., the old trick of adding “Reddit” to the end of your search string). In other words, people could be searching more because they don’t like the results.

Jim Yu suggests that Google is moving fast and breaking things, but it may not be as bad as we think. “I think they rolled things out faster because they had to move a lot faster than they’ve historically had to move, and it ends up that they do make some real mistakes,” says Yu. “[Google] is held to a higher standard, but by and large, I think their search quality is improving.”

According to King, Google’s current search behavior still favors big names, but other sites have started to see a rebound. “Larger brands are performing better in the top three positions, while lesser-known websites have gained ground in positions 4 through 10,” says King. “Although some websites have indeed lost traffic due to reduced organic visibility, the bigger issue seems tied to increased usage of AI Overviews”—and now the launch of AI Mode.

Yes, the specter of AI hangs over every SERP. The unhelpful vibe many people now get from Google searches, regardless of the internal metrics the company may use, may come from a fundamental shift in how Google surfaces information in the age of AI.

The AI Overview hangover

In 2025, you can’t talk about Google’s changes to search without acknowledging the AI-generated elephant in the room. As it wrapped up that hefty core update in March 2024, Google also announced a major expansion of AI in search, moving the “Search Generative Experience” out of labs and onto Google.com. The feature was dubbed “AI Overviews.”

The AI Overview box has been a fixture on Google’s search results page ever since its debut a year ago. The feature uses the same foundational AI model as Google’s Gemini chatbot to formulate answers to your search queries by ingesting the top 100 (!) search results. It sits at the top of the page, pushing so-called blue link content even farther down below the ads and knowledge graph content. It doesn’t launch on every query, and sometimes it answers questions you didn’t ask—or even hallucinates a totally wrong answer.

And it’s not without some irony that Google’s laudable decision to de-rank synthetic AI slop comes at the same time that Google heavily promotes its own AI-generated content right at the top of SERPs.

What is Google getting for all of this AI work? More eyeballs, it would seem. “AI is driving more engagement than ever before on Google,” says Yu. BrightEdge data shows that impressions on Google are up nearly 50 percent since AI Overviews launched. Many of the opinions you hear about AI Overviews online are strongly negative, but that doesn’t mean people aren’t paying attention to the feature. In its Q1 2025 earnings report, Google announced that AI Overviews is being “used” by 1.5 billion people every month. (Since you can’t easily opt in or opt out of AI Overviews, this “usage” claim should be taken with a grain of salt.)

Interestingly, the impact of AI Overviews has varied across the web. In October 2024, Google was so pleased with AI Overviews that it expanded them to appear in more queries. And as AI crept into more queries, publishers saw a corresponding traffic drop. Yu estimates this drop to be around 30 percent on average for those with high AI query coverage. For searches that are less supported in AI Overviews—things like restaurants and financial services—the traffic change has been negligible. And there are always exceptions. Yu suggests that some large businesses with high AI Overview query coverage have seen much smaller drops in traffic because they rank extremely well as both AI citations and organic results.

Lower traffic isn’t the end of the world for some businesses. Last May, AI Overviews were largely absent from B2B queries, but that turned around in a big way in recent months. BrightEdge estimates that 70 percent of B2B searches now have AI answers, which has reduced traffic for many companies. Yu doesn’t think it’s all bad, though. “People don’t click through as much—they engage a lot more on the AI—but when they do click, the conversion rate for the business goes up,” Yu says. In theory, serious buyers click and window shoppers don’t.

But the Internet is not a giant mall that exists only for shoppers. It is, first and foremost, a place to share and find information, and AI Overviews have hit some purveyors of information quite hard. At launch, AI Overviews were heavily focused on “What is” and “How to” queries. Such “service content” is a staple of bloggers and big media alike, and these types of publishers aren’t looking for sales conversions—it’s traffic that matters. And they’re getting less of it because AI Overviews “helpfully” repackages and remixes their content, eliminating the need to click through to the site. Some publishers are righteously indignant, asking how it’s fair for Google to remix content it doesn’t own, and to do so without compensation.

But Google’s intentions don’t end with AI Overviews. Last week, the company started an expanded public test of so-called “AI Mode,” right from the front page. AI Mode doesn’t even bother with those blue links. It’s a chatbot experience that, at present, tries to answer your query without clearly citing sources inline. (On some occasions, it will mention Reddit or Wikipedia.) On the right side of the screen, Google provides a little box with three sites linked, which you can expand to see more options. To the end user, it’s utterly unclear if those are “sources,” “recommendations,” or “partner deals.”

Perhaps more surprisingly, in our testing, not a single AI Mode “sites box” listed a site that ranked on the first page for the same query on a regular search. That is, the links in AI Mode for “best foods to eat for a cold” don’t overlap at all with the SERP for the same query in Google Search. In fairness, AI Mode is very new, and its behavior will undoubtedly change. But the direction the company is headed seems clear.

Google’s real goal is to keep you on Google or other Alphabet properties. In 2019, Rand Fishkin noticed that Google’s evolution from search engine to walled garden was at a tipping point. At that time—and for the first time—more than half of Google searches resulted in zero click-throughs to other sites. But data did show large numbers of clicks to Google’s own properties, like YouTube and Maps. If Google doesn’t intend to deliver a “zero-click” search experience, you wouldn’t know it from historical performance data or the new features the company develops.

You also wouldn’t know it from the way AI Overviews work. They do cite some of the sources used in building each output, and data suggests people click on those links. But are the citations accurate? Is every source used for constructing an AI Overview cited? We don’t really know, as Google is famously opaque about how its search works. We do know that Google uses a customized version of Gemini to support AI Overviews and that Gemini has been trained on billions and billions of webpages.

When AI Overviews do cite a source, it’s not clear how those sources came to be the ones cited. There’s good reason to be suspicious here: AI Overview’s output is not great, as witnessed by the numerous hallucinations we all know and love (telling people to eat rocks, for instance). The only thing we know for sure is that Google isn’t transparent about any of this.

No signs of slowing

Despite all of that, Google is not slowing down on AI in search. More recent core updates have only solidified this new arrangement with an ever-increasing number of AI-answered queries. The company appears OK with its current accuracy problems, or at the very least, it’s comfortable enough to push out AI updates anyway. Google appears to have been caught entirely off guard by the public launch of ChatGPT, and it’s now utilizing its search dominance to play catch-up.

To make matters even more dicey, Google isn’t even trying to address the biggest issue in all this: The company’s quest for zero-click search harms the very content creators upon which the company has built its empire.

For its part, Google has been celebrating its AI developments, insisting that content producers don’t know what’s best for them, refuting any concerns with comments about search volume increases and ever-more-complex search query strings. The changes must be working!

Google has been building toward this moment for years. The company started with a list of 10 blue links and nothing else, but little by little, it pushed the links down the page and added more content that keeps people in the Google ecosystem. Way back in 2007, Google added Universal Search, which allowed it to insert content from Google Maps, YouTube, and other services. In 2009, Rich Snippets began displaying more data from search results on SERPs. In 2012, the Knowledge Graph began extracting data from search results to display answers in the search results. Each change kept people on Google longer and reduced click-throughs, all the while pushing the search results down the page.

AI Overviews, and especially AI Mode, are the logical outcome of Google’s yearslong transformation from an indexer of information to an insular web portal built on scraping content from around the web. Earlier in Google’s evolution, the implicit agreement was that websites would allow Google to crawl their pages in exchange for sending them traffic. That relationship has become strained as the company has kept more traffic for itself, reducing click-throughs to websites even as search volume continues to increase. And locking Google out isn’t a realistic option when the company controls almost the entire search market.

Even when Google has taken a friendlier approach, business concerns could get in the way. During the search antitrust trial, documents showed that Google initially intended to let sites opt out of being used for AI training for its search-based AI features—but these sites would still be included in search results. The company ultimately canned that idea, leaving site operators with the Pyrrhic choice of participating in the AI “revolution” or becoming invisible on the web. Google now competes with, rather than supports, the open web.

When many of us look at Google’s search results today, the vibe feels off. Maybe it’s the AI, maybe it’s Google’s algorithm, or maybe the Internet just isn’t what it once was. Whatever the cause, the shift toward zero-click search that began more than a decade ago was made clear by the March 2024 core update, and it has only accelerated with the launch of AI Mode. Even businesses that have escaped major traffic drops from AI Overviews could soon find that Google’s AI-only search can get much more overbearing.

The AI slop will continue until morale improves.

Zero-click searches: Google’s AI tools are the culmination of its hubris Read More »