AI Overviews: A He Said, She Said Argument
May 29, 2024
This essay is the work of a dinobaby. Unlike some folks, no smart software improved my native ineptness.
Google has begun the process of setting up an AI Overview object in search results. The idea is that Google provides an “answer.” But the machine-generated response is a platform for selling sentences, “meaning,” and probably words. Most people who have been exposed to the Overview object point out some of the object’s flaws. Those “mistakes” are not the point. Before I offer some ideas about the advertising upside of an AI Overview, I want to highlight both sides of this “he said, she said” dust up. Those criticizing the Google’s enhancement to search results miss the point of generating a new way to monetize information. Those who are taking umbrage at the criticism miss the point of people complaining about how lousy the AI Overviews are perceived to be.
The criticism of Google is encapsulated in “Why Google Is (Probably) Stuck Giving Out AI Answers That May or May Not Be Right.” A “real” journalist explains:
What happens if people keep finding Bad Answers on Google and Google can’t whac-a-mole them fast enough? And, crucially, what if regular people, people who don’t spend time reading or talking about tech news, start to hear about Google’s Bad And Potentially Dangerous Answers? Because that would be a really, really big problem. Google does a lot of different things, but the reason it’s worth more than $2 trillion is still its two core products: search, and the ads that it generates alongside search results. And if people — normal people — lose confidence in Google as a search/answer machine … Well, that would be a real problem.
The idea is that the AI Overview makes Google Web search less useful than it was before AI. Whether the idea is accurate or not makes no difference to the “he said, she said” argument. The “real” news is that Google is doing something that many people may perceive as a negative. The consequence is that Google’s shiny carapace will be scratched and dented. A more colorful approach to this side of the “bad Google” argument appears in Android Authority. “Shut It Down: Google’s AI Search Results Are Beyond Terrible” states:
The new Google AI Overview feature is offering responses to queries that range from bizarre and funny to very dangerous.
Ooof. Bizarre and dangerous. Yep, that’s the new Google AI Overview.
The Red Alert Google is not taking the criticism well. Instead of Googzilla retreating into a dark, digital cave, the beastie is coming out fighting. Imagine. Google is responding to pundit criticism. Fifteen years ago, no one would have paid any attention to a podcaster writer and a mobile device news service. Times have indeed changed.
“Google Scrambles to Manually Remove Weird AI Answers in Search” provides an allegedly accurate report about how Googzilla is responding to criticism. In spite of the split infinitive, the headline makes clear that the AI-infused online advertising machine is using humans (!) to fix up wonky AI Overviews. The write up pontificates:
Google continues to say that its AI Overview product largely outputs “high quality information” to users. “Many of the examples we’ve seen have been uncommon queries, and we’ve also seen examples that were doctored or that we couldn’t reproduce,” Google spokesperson Meghann Farnsworth said in an email to The Verge. Farnsworth also confirmed that the company is “taking swift action” to remove AI Overviews on certain queries “where appropriate under our content policies, and using these examples to develop broader improvements to our systems, some of which have already started to roll out.”
Google seems to acknowledge that action is required. But the Google is not convinced that it has stepped on a baby duckling or two with its AI Overview innovation.
AI Overviews represent a potential revenue flow into Alphabet. The money, not the excellence of the outputs, is what matters in today’s Google. Thanks, MSFT Copilot. Back online and working on security today?
Okay, “he said, she said.” What’s the bigger picture? I worked on a project which required setting up an ad service which sold words in a text passage. I am not permitted to name the client or the outfit with the idea. On a Web page, some text would appear with an identified like an underline or bold face. When the reader of the Web page clicked (often inadvertently) on the word, that user would be whisked to another Web site or a pop up ad. The idea is that instead of an Oingo (Applied Semantics)-type of related concept expansion, the advertiser was buying a word. Brilliant.
The AI Overview, based on my team’s look at what the Google has been crafting, sets up a similar opportunity. Here’s a selection from our discussion at lunch on Friday, May 24, 2024 at a restaurant which featured a bridge club luncheon. Wow, was it noisy? Here’s what emerged from our frequently disrupted conversation:
- The AI Overview is a content object. It sits for now at the top of the search results page unless the “user” knows to add the string udm=14 to a query
- Advertising can be “sold” to the advertiser[s] who want[s] to put a message on the “topic” or “main concept” of the search
- Advertising can be sold to the organizations wanting to be linked to a sentence or a segment of a sentence in the AI Overview
- Advertising can be sold to the organizations wanting to be linked to a specific word in the AI Overview
- Advertising can be sold to the organizations wanting to be linked to a specific concept in the AI Overview.
Whether the AI Overview is good, bad, or indifferent will make zero difference in practice to the Google advertising “machine,” its officers, and its soon-to-be replaced by smart software staff makes no, zero, zip difference. AI has given Google the opportunity to monetize a new content object. That content object and its advertising is additive. People who want “traditional” Google online advertising can still by it. Furthermore, as one of my team pointed out, the presence of the new content object “space” on a search results page opens up additional opportunities to monetize certain content types. One example is buying a link to a related video which appears as an icon below, along side, or within the content object space. The monetization opportunities seem to have some potential.
Net net: Googzilla may be ageing. To poobahs and self-appointed experts, Google may be lost in space, trembling in fear, and growing deaf due to the blaring of the Red Alert klaxons. Whatever. But the AI Overview may have some upside even if it is filled with wonky outputs.
Stephen E Arnold, May 29, 2024
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