谷歌去年5月推出的一款人工智能驱动的搜索引擎“搜索生成体验”(Search Generative Experience，简称SGE)正处于测试阶段，却已引发出版行业的深切关注。据行业高管和搜索专家透露，SGE可能会导致出版商的自然搜索流量大幅下滑，降幅可能高达20%至60%。
这一变化对出版商的广告收入产生了显著影响。Raptive创新执行副总裁Marc McCollum警告，基于当前SGE的影响模式，整个出版行业的广告收入每年可能因此减少20亿美元。这一估算凸显了新技术可能带来的经济冲击，尤其是对于依赖搜索引擎流量获取广告收益的媒体机构。
SGE的推出，旨在提升搜索效率和用户体验，但其算法的改变可能会重新分配网络流量，使得一些传统出版商在搜索结果中的可见度下降。这不仅影响了他们的在线曝光率，也对他们的商业模式构成了挑战。
出版商和业界观察家正密切关注SGE的进展，同时也在寻找适应新搜索环境的策略，以减轻潜在的经济损失。谷歌方面尚未就这一估算发表评论，但这一问题无疑已将其推上了与出版商和广告商对话的重要议程。
英语如下：
News Title: “Google AI Search Update Sparks Alarm, Threatening $2 Billion in Annual Ad Revenue for Publishers”
Keywords: Google AI Search, publishing industry losses, $2 billion ad revenue
News Content:
In May last year, Google introduced its AI-driven search engine feature called “Search Generative Experience” (SGE), currently in testing, which has sparked significant concern within the publishing sector. Industry executives and search experts indicate that SGE might lead to a substantial drop, up to 20% to 60%, in publishers’ organic search traffic.
This shift has noteworthy implications for advertising income. Marc McCollum, Executive Vice President of Innovation at Raptive, has cautioned that based on SGE’s current impact patterns, the publishing industry as a whole could witness an annual loss of $2 billion in ad revenue. This estimate underscores the potential economic impact of such new technologies, especially for media outlets reliant on search traffic for ad earnings.
SGE’s aim is to enhance search efficiency and user experience, but alterations in its algorithm might redistribute web traffic, potentially reducing visibility for traditional publishers in search results. This not only impacts their online visibility but also challenges their business models.
Publishers and industry watchers are closely monitoring SGE’s progression and seeking strategies to adapt to the new search landscape and mitigate potential financial losses. Google has yet to comment on these estimates, but the issue has certainly placed it on the agenda for discussions with publishers and advertisers.
【来源】https://www.adweek.com/programmatic/googles-gen-ai-search-threatens-publishers-with-2b-annual-ad-revenue-loss/
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