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The “AI Overviews” feature, launched by Google in late May, has been causing concern among press publishers. This new tool, integrated into the search engine, allows users to receive a short summary in natural language in response to a question, appearing before the list of results in the form of links.
A few days after the activation of this feature, some publishers noticed a decrease in traffic to their sites. This is partly explained by the fact that many users, satisfied with the AI-generated response, do not seek additional information by clicking on the links.
An indexing bot at the heart of the problem
Publishers would, in principle, be free to refuse to allow their content to be used by Google’s bots to generate AI content. However, if publishers do not authorize the web giant to extract the content of articles, they could lose all visibility in Google Discover and no longer see their content present in snippets.
This exclusion is due to how Google uses its indexing bots. Googlebot, which examines web content to provide AI-powered answers, is the same one that follows web pages to display classic search results. Note that Google uses a different bot for its Gemini chatbot.
Press publishers are therefore forced to allow Google to extract content if they want to survive, as Google’s search engine represents 90% of market share.
Google pinned for its monopolistic practices
Last week we have reported that some officials from the U.S. Department of Justice had asked a federal judge to take several measures to end the monopoly. Among the suggested options are separating certain parts of the company, such as splitting off its Chrome browser and Android operating system.
They also suggest forcing Google to make its data available to competitors, or even abandoning agreements made with various smartphone manufacturers, including Apple, to set its search engine as the default option on their devices.
These agreements made with several manufacturers have partly motivated the American justice system to declare Google guilty of monopolistic practices in Internet search and advertising earlier this month.
Implications for E-commerce Businesses
While this AI-driven shift primarily affects news publishers, e-commerce businesses should also take note. Google’s AI Overviews could potentially impact how product information is displayed in search results, possibly summarizing features, prices, and reviews directly in the search interface.
However, it could also present opportunities for businesses with well-structured data and strong online presence. E-commerce sites may need to optimize their product descriptions and metadata to be more AI-friendly, ensuring that key information is easily extractable.
Additionally, as AI-generated content becomes more prevalent in search results, e-commerce businesses might need to focus on unique value propositions, exceptional customer experiences, and building brand loyalty to stand out.
