Google is changing its role as a guide on the internet. The new AI search delivers answers directly on the Google page. Google wants users to stay on its platform. They should no longer click through to the internet.
This shift changes the power over information. Google moves from mediator to content provider. Websites that were once found must now fight for visibility. AI answers capture many clicks. This has consequences for anyone who creates content online. It also affects anyone seeking knowledge.
Search engines like Google were long the gateway to the internet. They led us to millions of websites. A columnist now criticizes that Google's AI search holds users captive. Artificial intelligence (AI) generates answers. It doesn't just show links. Many users therefore no longer click through to the sources on the internet.
For individuals, this means: You often get an AI-summarized answer. You no longer have to search through sources yourself. This saves time. However, it can also lead to you only seeing a limited perspective. Your access to the diverse internet is restricted. You have fewer incentives to leave Google's page. An 'AI bubble' is created. In it, Google decides which information is important.
Companies and content creators face a major challenge. If Google's AI answers keep users on the search page, websites lose many visitors. This affects news portals, blogs, and online shops. It affects everyone who gains customers through search. Classic search engine optimization (SEO) strategies that aim for clicks must be rethought. Those who do not appear in AI answers could become invisible. This can lead to revenue losses.
Despite the challenge, there are also opportunities. Those who prepare content in a way that AI systems can easily grasp will remain visible. Clear, concise information and well-structured data become more important. Niche search engines or special AI tools could also emerge. These consciously promote open access to the internet. They offer an alternative to Google's approach.
The biggest risk is the loss of diversity. The free flow of information is also at risk. If Google, as the largest search engine, creates more content itself, small websites could disappear. Independent voices could be drowned out. This can influence public opinion. It can also create a dependency on Google's algorithms. The quality of AI answers is also a risk. If these contain errors or are biased, users receive a distorted reality.
