Generative AI search, powered by advanced language models, is transforming how billions of people access information online. Google’s AI Overviews, utilizing its Gemini model, now provide concise answers instead of lists of links, making it easier to get quick insights. This shift has been adopted by over a billion users worldwide. Microsoft and OpenAI have also introduced similar technologies in 2024. These AI-driven searches analyze not just text but also images, audio, and video to deliver custom responses. Users engage differently with these systems, asking longer questions and following up more often. However, this evolution raises concerns about the impact on online advertising and media, as summarized responses might reduce clicks to original content, potentially affecting ad revenue. Legal battles are emerging as publishers and artists challenge the use of their content for AI training.
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