In a recent interview with Google’s VP/GM of Advertising, Shashi Thakur, questions were raised about the influence of AI Search on publishers and whether users are clicking on links in AI Overviews. However, Thakur’s responses left much to be desired.
When asked if there was any data to support the claim that users are clicking on links in AI Overviews, Thakur simply stated, “We are seeing that happen,” but admitted to not having any stats to share at the moment. This lack of evidence has added fuel to the criticism Google is already facing regarding the quality of its search results and concerns from brands and content creators about a potential decrease in organic search traffic.
Google’s carefully crafted PR-friendly responses that emphasize how much users “love AI answers” are starting to feel forced and inauthentic. The lack of concrete proof and refusal to share data only fuels skepticism.
Thakur attempted to address publishers’ concerns about getting fewer clicks in Google Search results by stating that links are provided within the AI answer and that the diversity of publishers users click into is higher with the presence of these links. However, publishers are primarily concerned with traffic and monetization, not the diversity of clicks. Greater visibility leads to increased traffic, which is what publishers ultimately desire.
Interestingly, Microsoft Bing’s Fabrice Canel has suggested that we should expect fewer click volumes but more “qualified clicks” from AI search. Shouldn’t we expect the same from Google? After all, the purpose of Google’s AI answers is to reduce the time and searches needed to accomplish tasks.
Thakur also veered off-topic when he discussed commercial queries and the need for users to click through to complete actions. While this may be true, it was not relevant to the original question about AI Overviews and their impact on publishers.
Overall, Thakur’s responses in the interview were vague and failed to provide any substantial evidence or reassurance. The lack of transparency and reluctance to share data only deepen concerns about the influence of AI Search on publishers and the overall quality of Google’s search results.
In conclusion, Google’s VP’s interview raised more questions than it answered. Publishers and content creators are still waiting for concrete proof and data to support Google’s claims about the influence of AI Search. The skepticism surrounding Google’s responses is understandable, as their manufactured enthusiasm and lack of transparency are becoming increasingly apparent.
