谷歌去年5月推出了一项名为“搜索生成体验”(Search Generative Experience)的人工智能驱动的搜索引擎测试项目，这一创新技术引发了业界的广泛关注。据媒体高管和搜索专家反映，SGE可能会导致出版商的自然搜索流量骤降20%至60%，对出版行业的经济影响不容忽视。
Raptive创新执行副总裁Marc McCollum对此进行了深度分析，他预估在当前的SGE模式下，全球出版行业每年可能面临高达20亿美元的广告收入损失。这一预测揭示了人工智能技术进步可能带来的潜在行业冲击，尤其是对于依赖搜索引擎流量获取广告收益的出版商来说，SGE的广泛应用可能会重塑他们的商业模式。
这一变化不仅对传统出版商构成挑战，也可能促使整个行业寻找新的流量获取和广告盈利策略。出版商需要适应这种技术变革，可能包括优化内容策略，加强直接订阅服务，或者寻求与谷歌等平台更深层次的合作，以减轻潜在的经济损失。
Adweek的报道提醒我们，随着人工智能在搜索领域的应用，出版行业的未来将更加依赖于创新和适应性，以应对这场由技术驱动的市场变革。
英语如下：
**News Title:** “Google’s AI Search Test Sparks Revenue预警 for Publishing Industry: $2 billion in annual ad income at risk”
**Keywords:** Google AI Search, publishing industry losses, $2 billion ad revenue
**News Content:**
Title: Google’s AI-Powered ‘Search Generative Experience’ Could Cost Publishing Sector $2 Billion in Annual Ad Revenue
In May last year, Google launched a test for its AI-driven search engine project called “Search Generative Experience” (SGE), a development that has attracted significant attention in the industry. Media executives and search experts suggest that SGE might lead to a 20% to 60% drop in publishers’ organic search traffic, a financial blow that cannot be overlooked.
Marc McCollum, Executive Vice President of Innovation at Raptive, has conducted an in-depth analysis, estimating that under the current SGE model, the global publishing industry could face广告收入 losses of up to $2 billion per year. This projection underscores the potential industry impact of advancing AI technologies, particularly for publishers reliant on search engine traffic for ad revenue, as SGE’s wide adoption might reshape their business models.
This shift poses challenges not only to traditional publishers but also prompts the entire sector to seek new strategies for traffic acquisition and ad monetization. Publishers will need to adapt to these technological changes, potentially by optimizing content strategies, strengthening direct subscription services, or pursuing deeper collaborations with platforms like Google to mitigate potential financial losses.
Adweek’s coverage underscores that the future of the publishing industry, in the wake of AI’s growing role in search, will increasingly depend on innovation and adaptability to address the market transformation driven by technology.
【来源】https://www.adweek.com/programmatic/googles-gen-ai-search-threatens-publishers-with-2b-annual-ad-revenue-loss/
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