谷歌的最新人工智能驱动的搜索引擎“搜索生成体验”(Search Generative Experience, SGE)自去年5月推出以来，正处于测试阶段，却引发了出版行业的广泛关注。据业界高管和搜索专家透露，SGE可能会对出版商的自然搜索流量产生重大影响，流量降幅可能达到20%至60%。这一变化对依赖搜索引擎流量的媒体机构构成了潜在的威胁。
Raptive创新执行副总裁Marc McCollum对此进行了深入分析，他估计，在当前SGE的影响下，全球出版行业每年可能会面临高达20亿美元的广告收入损失。这一预测凸显了人工智能技术革新搜索方式可能带来的经济连锁反应，对于依赖搜索引擎广告收入的出版商来说，这是一个严峻的挑战。
SGE的推出旨在提供更个性化的搜索体验，但其对出版商流量的潜在影响引发了关于公平性和商业模式可持续性的讨论。出版商们现在面临着调整策略，以适应这一技术变革，同时也可能需要寻找新的收入来源，以弥补可能的广告收入下滑。
这一事件提醒我们，随着人工智能技术的快速发展，相关行业的商业模式和市场格局可能会迅速重塑。对于出版行业来说，如何在技术进步与商业利益之间找到平衡，将成为未来一段时间内亟待解决的问题。
英语如下：
News Title: “Google AI Search Test Raises Concerns: Publishing Industry Could Lose $2 Billion in Ad Revenue Annually”
Keywords: Google AI Search, publishing industry losses, $2 billion ad revenue
News Content: Google’s latest artificial intelligence-driven search engine, the “Search Generative Experience” (SGE), which has been in testing since May last year, has drawn significant attention from the publishing sector. According to industry executives and search experts, SGE might have a substantial impact on publishers’ organic search traffic, potentially resulting in a decline of 20% to 60%. This shift poses a potential threat to media organizations reliant on search engine traffic.
Marc McCollum, Executive Vice President of Innovation at Raptive, has conducted an in-depth analysis, estimating that the publishing industry globally could face up to $2 billion in annual ad revenue losses under the current SGE influence. This projection underscores the potential economic ripple effects of AI technology’s transformation of the search landscape, posing a严峻 challenge for publishers dependent on search advertising income.
The introduction of SGE aims to offer a more personalized search experience, but the possible impact on publishers’ traffic has sparked discussions around fairness and the sustainability of business models. Publishers are now confronted with the need to adapt their strategies to accommodate this technological shift and may also have to explore new revenue streams to offset potential ad revenue declines.
This episode serves as a reminder that with the rapid advancement of AI technology, business models and market dynamics in affected industries can reshape swiftly. For the publishing sector, striking a balance between technological progress and commercial interests emerges as a pressing issue for the foreseeable future.
【来源】https://www.adweek.com/programmatic/googles-gen-ai-search-threatens-publishers-with-2b-annual-ad-revenue-loss/
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