谷歌去年5月推出的一款人工智能驱动的搜索引擎“搜索生成体验”(Search Generative Experience，简称SGE)正在测试阶段，但已引发出版行业的严重关切。据业内专家和媒体高管透露，SGE可能导致出版商的自然搜索流量大幅减少20%至60%，这一变化可能会对出版行业的广告收入造成重大冲击。
Raptive创新执行副总裁Marc McCollum在分析中指出，如果当前的SGE模式持续下去，整个出版行业的广告收入每年可能会减少高达20亿美元。这一预估凸显了人工智能技术在改变搜索行为的同时，可能对依赖搜索引擎流量的媒体公司产生的深远影响。
SGE的引入旨在提升搜索效率和用户体验，但其依赖AI生成的搜索结果可能导致用户不再点击进入出版商的网站，从而减少了广告展示的机会。这一变化对依赖网络广告生存的媒体机构构成了潜在威胁，他们可能需要寻找新的策略以适应这一技术革新带来的挑战。
出版行业正密切关注谷歌的动态，寻找可能的解决方案，以减轻SGE对他们的商业模式可能产生的负面影响。同时，这也促使业界对互联网巨头如何平衡技术创新与传统媒体生存权的问题进行深入讨论。
英语如下：
**News Title:** “Google’s AI Search Trial Sparks Alarm for Publishing Industry: Potential $2 billion Ad Revenue Loss”
**Keywords:** Google AI search, publishing industry losses, $2 billion ad revenue
**News Content:**
Title: Google’s AI-Powered Search Trial Sparks Fears of $2 Billion Annual Ad Revenue Loss for Publishing Sector
Google’s AI-driven search engine, the “Search Generative Experience” (SGE), currently in testing, has raised significant concerns within the publishing industry. Industry experts and media executives suggest that SGE could lead to a 20% to 60% decrease in publishers’ organic search traffic, potentially causing a substantial blow to advertising revenues.
Marc McCollum, Executive Vice President of Innovation at Raptive, has analyzed that if the current SGE model persists, the publishing sector as a whole could witness an annual ad revenue decline of up to $2 billion. This projection underscores the far-reaching impact that AI technology, as it reshapes search behavior, may have on media companies reliant on search engine traffic.
Designed to enhance search efficiency and user experience, SGE’s reliance on AI-generated search results might discourage users from clicking through to publishers’ websites, thereby reducing ad exposure opportunities. This shift poses a potential threat to media organizations that depend on online advertising, compelling them to explore new strategies to address the challenges posed by this technological disruption.
The publishing industry is closely monitoring Google’s moves, seeking potential remedies to mitigate the negative effects SGE could have on their business models. This development has also sparked a deeper conversation within the industry about how tech giants should balance technological innovation with the sustainability of traditional media.
【来源】https://www.adweek.com/programmatic/googles-gen-ai-search-threatens-publishers-with-2b-annual-ad-revenue-loss/
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