The American company Google has updated its algorithm by integrating AI functionalities, transforming its search engine into an answer engine. These changes result in reduced visibility for many independent content creators and SMEs. How to adapt to these changes?
At Google’s latest press conference, CEO Sundar Pichai said the search engine would provide its own artificial intelligence-generated answers. This feature is already rolling out to users in the US and in testing in the UK. With Google holding more than 90% of the global search market, this change has a global impact.
So, when you carry out a Google search, a response generated by an AI that has sucked up and reformulated the information available on the web will be displayed first. With a risk of errors or inventions. Indeed, in essence, AIs do not know the truth and, therefore, the answers for Google’s AI are based on popular websites.
So, to the question “How many pebbles should you eat per day?”, Google answers that, according to geologists from the University of Berkley, you should eat at least one small pebble per day, because it is a vital Source of minerals and vitamins… And other examples of the same type have been noted: Batman would be a policeman, you would have to put glue on a pizza so that the cheese does not leak or there is a dog who played in NBA.
>> Also listen to the Forum topic on the malfunctions of Google’s new AI:
Fewer links to informative content
In addition, links to sites producing information are therefore less visible. The BBC speaks of an extinction event for companies producing content.
In its article, the British media explains that some site owners saw their traffic drop by 70 to 95% after the introduction of the new algorithm. In addition, their content, sucked up by Google’s AI and spat out on the search engine, was riddled with errors.
A sneaky model
Thomas Jacobsen is a spokesperson at Infomaniak, a Swiss website hosting company. In the show We talk about it, he explains the potential consequences of this new AI on SMEs and Internet users. “This new algorithm will have an impact on technical questions that can be easily resolved or synthesized by AI. But having a website will remain important, because when you look for a service provider on the internet, you want to know who it is. This is where human and authentic communication makes all the difference.”
Despite everything, this new system risks harming content creators and businesses. “It’s quite sneaky, because AI uses the data produced by our SMEs to keep Internet users in their ecosystems. Consequently, to be visible, companies have to pay Google and Meta, who use their data for free,” continues Thomas Jacobsen.
Will the results generated by this AI also highlight sponsored links? Yes, according to the specialist. “Google’s business model relies heavily on advertising,” responds Thomas Jacobsen. “The strategy is clear: keep the user in its ecosystem to sell extremely well-targeted advertisements.”
Radio subject: Didier Bonvin
Web adaptation: Myriam Semaani
