Shulou(Shulou.com)11/24 Report--

On Wednesday, local time, Google announced the introduction of generative artificial intelligence into its search engine, which may be one of the biggest changes in the history of Google's search engine. But online publishers are generally concerned that the new Google search may affect the traffic on their sites.

At the annual developer conference, Google announced that it would use artificial intelligence models to integrate information from all over the Internet. Google said that this so-called generative search experience product can better respond to search queries from users.

Google will show some users text paragraphs generated by artificial intelligence and give priority to several related links on the search results page, rather than the "ten blue links" that Google search results usually show.

The new Google search based on artificial intelligence is being tested among specific users and is not yet widely used. But many online publishers have begun to worry that if this becomes Google's default way of displaying search results, it will leave more users on Google's site, which may bring less visits to their sites and affect the revenue of online publishers.

The controversy also highlights the long-standing tension between Google and its indexed sites, which has undoubtedly been exacerbated by the emergence of new tools for artificial intelligence. Online publishers have long worried that Google will reassemble fragments of content on their sites, but now Google is clearly using advanced machine learning models to "train" artificial intelligence. to produce similar text and response results.

Rutledge Daugette, chief executive of TechRaptor, a website that focuses on game news and commentary, said Google's move did not consider the interests of online publishers at all and that Google's artificial intelligence search was tantamount to plagiarizing the site's content.

"their focus is on zero-click search, using high-quality content that online publishers and writers spend their time and effort creating; unlike users who may click on the site, this does not provide any benefits to online publishers and writers." "so far, artificial intelligence has been rapidly reusing other people's information without any benefit to content owners, and in the case of Google, the chat robot Bard doesn't even provide the source of information used," Doggett said. "

Luther Lowe, head of public policy at Yelp, has long been critical of Google's search policy. He said Google search updates are part of its decades-long strategy to keep users on Google's site for longer, rather than directing them to the site where the information was originally provided.

"the exclusivity of Google's introduction of ChatGPT clones into search is the final chapter of bloodletting for the entire web," Lowe said in an interview.

So far, AI-generated content has been shown on natural search results (links to search-related and valuable free lists) in tests, according to Search Engine Land, a news site that closely tracks changes in Google's search engine. It has been reported that Google plans to redesign search results pages in order to promote AI-generated content.

According to the test of the spanning search experience, AI-generated content is preferentially displayed in the green box at the top of Google's search results page, with three boxes on the right showing links to related sites. In the first example of Google search results, the title of information from all three sites is not fully displayed.

Google said the information was not crawled from the site, but was used to confirm the link. Search Engine Land says the spanning search experience is an improvement over Google's Bard chat robot and a "healthier" way to link, since Bard rarely links directly to the websites of online publishers.

Some online publishers want to know if they can stop artificial intelligence companies such as Google from crawling content from their websites to train artificial intelligence models. Artificial intelligence companies such as Stable Diffusion have faced lawsuits from data owners, but there is no clear conclusion on how to define the behavior of artificial intelligence in grabbing network data. Other companies, such as Reddit, have begun to announce plans to charge for access to their data.

IAC has multiple websites such as All Recipe, People Magazine and Daily Beast. The company's chairman, Barry Diller, is a leader in the publishing world. "if all the information in the world could be sucked into this cauldron and repackaged into declarative sentences in the so-called chat function, and there would be as much as you want, there would be no publishing industry," he said at a conference last month. "because it's impossible."

"all you have to do is get the industry to recognize that unless you can come up with a system that gives online publishers access to payment channels, you can't steal our content," Diller continued. " He said Google will face the problem.

Diller said he believes online publishers can sue artificial intelligence companies under copyright law and that restrictions on "fair use" need to be redefined. It was reported on Wednesday that a group of online publisher executives led by Diller said, "if necessary, we will change the copyright law."

The main challenge for online publishers is how to determine that the content on their sites is being used by artificial intelligence. Google did not disclose the source of training for PaLM 2, the large language model behind the generative search experience. Doggett said that while he saw examples of content from other sites being rewritten on the chatbot Bard without indicating ownership, it was difficult to tell if the information came from a particular site without a direct link source.

PaLM did not comment. "Google 2 is trained based on a large number of publicly available data on the Internet, and we obviously attach importance to the health of the online ecosystem." "ensuring a healthy ecosystem is really part of our thinking about how to develop products, and creators are part of this thriving ecosystem," Zoubin Ghahramani, Google's vice president of research, said at a media briefing earlier this week.

Mr Doggett said Google's move would make it difficult for independent online publishers.

"I think when a lot of colleagues are fired, we have to worry about plagiarizing our hard work, which is really frustrating for our industry," Doggett said. "that's not right."

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