据 Adweek 报道，谷歌去年 5 月推出的 AI 搜索引擎“搜索生成体验”（Search Generative Experience，简称 SGE）可能对出版行业的广告收入造成巨大影响。目前该系统仍处于测试阶段，但媒体高管和搜索专家已经表达了担忧：SGE 有可能会导致出版商的自然搜索流量大幅下滑，进而影响其广告收入。
Raptive 创新执行副总裁 Marc McCollum 表示，在当前的 SGE 机制下，整个出版行业的广告收入损失每年可能高达 20 亿美元。这一预测引起了行业的广泛关注，因为它不仅涉及到出版商的生存问题，还可能影响到整个广告市场的格局。
业界担心，由于谷歌的 AI 搜索引擎能够生成更加相关和吸引人的内容，用户可能更倾向于使用这种新型的搜索方式，而不是传统的点击链接方式。这样一来，出版商的自然搜索流量就会下降，从而减少了他们通过广告获得收入的机会。
值得注意的是，这已经不是第一次出现对谷歌搜索业务影响的担忧。过去，每当谷歌推出新的搜索算法或者功能时，都会引发行业对其对内容创造者和出版商影响的讨论。然而，谷歌方面通常辩称，这些变化旨在为用户提供更好的搜索体验，长远来看，这对出版商和整个互联网生态系统都是有益的。
目前，出版行业和广告商都在密切关注 SGE 的进一步发展，并探讨如何适应这一变化，以保护他们的利益。同时，也有专家指出，这可能是人工智能技术在搜索领域的一次重要突破，未来可能会有更多类似的产品出现。因此，出版行业需要做好相应的准备，以应对可能到来的挑战。
英语如下：
**Headline:** “Google AI Search Engine Linked to $2 Billion Annual Loss in Publishing Industry Ad Revenue”
Keywords: Google AI search, loss of ad revenue, impact on publishing industry.
**News Content:**
### Google’s AI Search Engine Could Lead to Huge Losses in Publishing Industry Advertising Revenue
According to Adweek, Google’s AI-powered search engine, the “Search Generative Experience” (SGE) launched in May last year, may have a significant impact on the publishing industry’s advertising revenue. The system is still in the testing phase, but media executives and search experts have expressed concerns that SGE could lead to a sharp decline in publishers’ organic search traffic, thus affecting their ad revenue.
Marc McCollum, the EVP of Innovation at Raptive, stated that under the current SGE mechanism, the advertising revenue loss for the entire publishing industry could reach as high as $2 billion annually. This prediction has drawn widespread attention from the industry, as it not only concerns the survival of publishers but could also affect the landscape of the entire advertising market.
Industry insiders worry that due to Google’s AI search engine’s ability to generate more relevant and engaging content, users might prefer this new type of search over the traditional click-link method. As a result, publishers’ organic search traffic would decrease, reducing their opportunities to generate revenue through advertising.
It is worth noting that this is not the first time concerns have arisen about the impact of Google’s search business. In the past, every time Google introduced a new search algorithm or feature, there have been discussions about its impact on content creators and publishers. However, Google typically argues that these changes are aimed at providing users with a better search experience, and in the long run, they are beneficial to publishers and the entire internet ecosystem.
Currently, the publishing industry and advertisers are closely monitoring the further development of SGE and exploring how to adapt to this change to protect their interests. Meanwhile, experts also point out that this may be a significant breakthrough of AI technology in the search field, and more similar products may emerge in the future. Therefore, the publishing industry needs to be prepared for the potential challenges that may arise.
【来源】https://www.adweek.com/programmatic/googles-gen-ai-search-threatens-publishers-with-2b-annual-ad-revenue-loss/
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