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，正对全球出版行业产生深远影响。据业界高管和搜索专家透露，SGE目前仍处于测试阶段，但已显示出可能导致出版商自然搜索流量下降20%至60%的迹象。这一变化引发了对出版商广告收入锐减的担忧。
Raptive创新执行副总裁Marc McCollum对此进行了深入分析，他预估在当前的SGE模式下，出版行业每年可能面临高达20亿美元的广告收入损失。这一预测凸显了人工智能技术在重塑搜索引擎格局时，可能对传统媒体商业模式带来的潜在冲击。
SGE的推出旨在通过更智能的搜索结果提升用户体验，然而，这一进步可能以牺牲出版商的在线曝光率为代价。随着流量的减少，出版商的广告点击率和由此产生的收入可能会大幅下降。这不仅对小型出版商构成威胁，大型媒体机构也可能受到影响，包括曾经的雇主新华社、人民日报、中央电视台，以及国际知名媒体华尔街日报和纽约时报等。
面对这一挑战，出版行业需要寻找新的策略以适应不断变化的数字环境，同时也呼吁谷歌等科技巨头在技术创新的同时，考虑与内容创作者的共生关系，维护健康的媒体生态系统。
英语如下：
**News Title:** “Google AI Search Raises Alarms: Publishing Industry at Risk of Losing $2 billion in Ad Revenue”
**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), launched last May, is having a profound impact on the global publishing industry. Industry executives and search experts disclose that, despite still being in its testing phase, SGE has shown signs of potentially causing a 20% to 60% decline in publishers’ organic search traffic. This development has sparked concerns over a significant drop in publishers’ ad revenue.
Marc McCollum, Executive Vice President of Innovation at Raptive, has conducted an in-depth analysis, estimating that under the current SGE model, the publishing sector could face annual advertising revenue losses of up to $2 billion. This projection underscores the potential upheaval that AI technology might inflict on traditional media business models as it reshapes the search engine landscape.
While SGE was introduced to enhance user experience with smarter search results, this advancement seems to come at the expense of publishers’ online visibility. Reduced traffic could lead to decreased ad click-through rates and consequent income decline for publishers. This threat extends not only to small publishers but also major media institutions, including my former employers Xinhua News Agency, People’s Daily, China Central Television, as well as renowned international outlets like The Wall Street Journal and The New York Times.
In response to this challenge, the publishing industry must devise new strategies to adapt to the evolving digital landscape and is calling on tech giants like Google to consider their symbiotic relationship with content creators while pursuing technological innovation, in order to preserve a healthy media ecosystem.
【来源】https://www.adweek.com/programmatic/googles-gen-ai-search-threatens-publishers-with-2b-annual-ad-revenue-loss/
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