The integration of generative artificial intelligence within the Google search engine is a predicted revolution. While it promises a richer and more intuitive user experience, it also raises legitimate concerns for website publishers. What are the potential threats and how can you prepare for them?
Contribution by Pierre-Clément Cazon
1. Traffic cannibalization
Generative artificial intelligence, capable of synthesizing information and generating complete answers directly on the results page, could drastically reduce the need to click through search results.
Internet users, satisfied with the information provided by artificial intelligence, could be satisfied with these answers without visiting the websites from which their content originated.
This situation could lead to a significant drop in organic traffic for publishers, directly affecting their advertising revenue and visibility.
2. Dehumanization of information
If AI excels in synthesis and reformulation, it is woefully lacking in prudence and critical thinking.
The quality and reliability of the generated information is therefore not guaranteed.
Worse, the proliferation of automatically generated content, often generic and impersonal, risks impoverishing the online information landscape.
The diversity of viewpoints and richness of analysis could suffer.
3. Increased dependence on Google
By positioning itself as a major provider of information through generative artificial intelligence, Google would strengthen its power on the web.
Publishers would become even more dependent on the American giant’s algorithm, subject to its constant changes and potential biases.
This situation raises key questions regarding freedom of expression and plurality of voices on the Internet.
4. Adaptation: a necessity for publishers
Faced with these challenges, publishers need to rethink their strategy to survive in this new emerging ecosystem.
Here are some ways to customize:
- Focus on quality and expertise : producing unique, rich, in-depth content with real added value is key to standing out from the AI-generated mass of information.
- Develop a strong brand identity : cultivating a strong and recognizable identity will help build reader loyalty and create an engaged community around the website.
- Explore new formats and distribution channels : expand content by exploring innovative formats such as video and audio, and investing in other distribution platforms such as social networks and community forums.
- Focus on the user experience : offering smooth navigation, ergonomic design and clear content accessible to everyone will help retain visitors and encourage them to explore other pages of your website.
Google’s integration of generative artificial intelligence is a major development that presents opportunities but also significant risks for website publishers.
By adapting and focusing on quality, expertise and originality, you can succeed and thrive in this ever-evolving environment.
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