Google’s Commitment to the Web Ecosystem
Google’s CEO, Sundar Pichai, recently addressed concerns about the impact of recent changes in Search. In a podcast interview with Lex Fridman, Pichai was asked to clarify his position on the web ecosystem and how it fits into what he calls the next chapter of search.
The Future of Search
Pichai was challenged on whether Google will continue sending users to the human-created web. He responded that supporting the web ecosystem is something he feels deeply about. When asked if AI mode will still take users to the web, Pichai replied, "Yes, that’s going to be a core design principle for us." He emphasized that AI helps deliver higher quality referrals, making it more likely for users to find what they’re looking for.
The Role of AI in Search
Pichai mentioned that user metrics of AI search are "encouraging" and referred to it as the "next chapter of search." He believes that AI Search is an inevitability and is not going away. Search technologies have consistently been in a state of change, with significant updates in the past, such as the Florida update, Penguin links update, and Medic update. However, the recent changes with Google’s AI Overviews and AI Mode may be the most ambitious and consequential yet.
Evolving Search to Provide More Context
Lex Fridman noted that Google is moving away from its traditional simple layout and ten blue links. Pichai corrected this suggestion, stating that the shift to mobile is the reason why Google shifted away from ten blue links. He emphasized that Google remains the "front page of the Internet" because of their commitment to making it easier for users to explore the web, but with more context. Pichai explained that AI mode will provide a layer of context, summarizing information and allowing users to have a dialogue with it, but ultimately still directing them to the web.
Advertising in AI Mode
Fridman asked about advertising in AI Mode, and Pichai responded that they are currently focusing on getting the "organic experience" right. He views ads as commercial information that is still relevant to users within a context of their interests. Pichai believes that AI mode will give them more opportunities to explain commercial information and provide context around it.
The Future of AI Mode
Fridman asked if Pichai sees a time where AI Mode will become the interface through which the Internet is filtered, replacing the current combination of AI Overviews and ten blue links. Pichai replied that their current plan is for AI Mode to be a separate tab, but as features work, they will keep migrating it to the main page. He views it as a continuum, where AI mode offers a bleeding-edge experience, and things that work will keep overflowing to AI Overviews in the main experience.
Conclusion
The questions posed by Lex Fridman echo the fears and negative sentiment felt by many publishers about Google’s evolution to providing answers to queries instead of links to the open web. While Sundar Pichai repeatedly stated that Google intends to keep sending users to the human-created web, the delay in enabling web publishers to accurately track referrals from AI Overviews and AI Mode undermines these statements. It will take more positive actions from Google to overcome web publishers’ negative outlook on the current state of AI search.