Google launches 'AI Mode'. What does that mean?
Plus; X lands in hot water as AI bot engages in Holocaust denial. No, I did not make that up.
This week, Google unveiled major updates that will further evolve how we interact with search engines. The introduction of ‘AI Mode’ and the expansion of AI Overviews signify a move towards a more conversational and AI-driven search experience.
Firstly, AI Overviews, which provide AI-generated summaries at the top of search results, have now been rolled out to over 200 countries and territories, supporting more than 40 languages.
These summaries aim to deliver quick, comprehensive answers, reducing the need for users to click through to individual websites. Odds are, you’re probably familiar with these already.
However, this convenience comes with implications for marketers and those of us who spend our time agonising over landing page optimisations.
Recent data indicates that while search impressions have increased by 49% year-over-year, click-through rates have declined by nearly 30%. This trend suggests that users are finding the information they need directly within the search results, meaning fewer visits to actual websites.
The classic model for much of marketing, B2B or consumer-facing, relies around retargeting or people visiting a site now, and then coming back for more later. This is going to become a less and less relevant tactic as time goes on.
As for ‘AI Mode’, it’s less a separate ‘mode’ and more a state of mind. Google will be rolling out a more conversational search interface, similar to that seen on Bing and, ironically back in the day, Ask Jeeves (ok, I am being slightly cheeky here, but not that cheeky).
Related this week: Can you trust AI chatbots?
Further Reading
Speaking of AI, X’s bot Grok has blamed a programming error for previously raising scepticism that the Holocaust happened, a few days after ranting about far-right conspiracy theories relating to “white genocide” in South Africa. Business as usual for X, then.
Over at Meta, the FTC trial we mentioned last week continues, with Meta now denying that ad load “harms” users as it tries to get the case thrown out. In unrelated news, testing of Instagram Teen accounts uncovered some pretty major flaws with the supposedly “harmless” feeds, in the same week that the EU is investigating TikTok over ‘SkinnyTok’ content.
Finally; Temu surprised the world last year with a sudden and severe US ad blackout. It was a huge deal at the time and had genuine effects on the supply/demand balances, leading to cheaper CPCs and great results… for its competitors. As Search Engine Land summarise;
Over three days in April, Temu’s Google Shopping impression share collapsed, signaling a total pullback.
The company’s iOS app ranking nosedived from the Top 3 to No. 46 within 48 hours – even before every ad was fully shut off.
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If you’re feeling particularly generous and enjoyed this edition, I won’t stop you from buying me a coffee. Otherwise, I’ll see you next week 🫶