{"id":76307,"date":"2025-03-25T16:32:40","date_gmt":"2025-03-25T20:32:40","guid":{"rendered":"https:\/\/world.edu\/?p=76307"},"modified":"2025-03-26T02:38:19","modified_gmt":"2025-03-26T06:38:19","slug":"googles-ai-generated-search-feature-hasnt-yet-changed-how-users-interact-with-search-results","status":"publish","type":"post","link":"https:\/\/world.edu\/googles-ai-generated-search-feature-hasnt-yet-changed-how-users-interact-with-search-results\/","title":{"rendered":"Google\u2019s AI-generated search feature hasn\u2019t yet changed how users interact with search results"},"content":{"rendered":"

\"\"<\/a><\/p>\n

Google announced the launch of AI Overviews<\/a>, its generative artificial intelligence-fuelled search feature, in May 2024. Initially named Search Generative Experience, AI Overviews offers Google users AI-generated answers by sourcing and summarizing information from different websites.<\/p>\n

These AI responses are positioned at the top of the page for immediate visibility. The aim is to improve user experience by providing an alternative and more straightforward way to access information while enhancing the relevance of search results.<\/p>\n

This feature has slowly been offered to the public, having initially been made available exclusively in the United States. AI Overviews is available worldwide and has been\u00a0rolled out to more than 100 additional countries<\/a>, including Canada.<\/p>\n

AI Overviews represents a key effort by Google to capitalize on the rapid emergence of generative AI technology amid fierce competition between AI-enabled search engines in the market. It\u2019s a direct response to\u00a0Open AI\u2019s SearchGPT<\/a>\u00a0and\u00a0Microsoft Bing\u2019s Deep Search<\/a>, which is powered by OpenAI\u2019s ChatGPT.<\/p>\n

At the same time, conversational AI chatbots like ChatGPT, Microsoft\u2019s Copilot and Google\u2019s Gemini continue to resonate with users worldwide. Google\u2019s investment in AI is critical to its ability to stay in the AI race among the other tech giants.<\/p>\n

Concerns about AI-assisted search<\/strong><\/h4>\n

The implementation of AI Overviews, however,\u00a0has raised concerns<\/a>\u00a0among businesses, website managers and online advertisers.<\/p>\n

Critics worry this feature could decrease traffic to their websites if users were to rely too heavily on AI Overviews and ignore the links to websites displayed in the search results.<\/p>\n

Paid advertisements and sponsored content play a pivotal role in the revenue streams of companies and website operators. If traffic to websites diminishes, the incentive for these companies to invest in these advertising formats could decline, potentially disrupting the\u00a0multi-billion-dollar online advertising industry<\/a>.<\/p>\n

To better understand this,\u00a0we conducted a study<\/a>\u00a0at\u00a0HEC Montr\u00e9al\u2019s Tech3Lab<\/a>\u00a0to investigate the potential impact of search generative AI features like AI Overviews on user perceptions and behaviours compared to those associated with regular online search queries.<\/p>\n

User search behaviour and perceptions<\/strong><\/h4>\n

We developed a set of four Google search scenarios, either AI-assisted or non-AI-assisted. The two AI-assisted scenarios included an AI-generated overview at the top of the search results, while the two non-AI-assisted scenarios consisted of a regular Google search experience.<\/p>\n

For each scenario pair, participants performed a search for informational purposes and another search related to a product purchase. During each search task, users\u2019 click behaviour (the number of clicks),\u00a0cognitive load (the mental effort required to process information)<\/a>\u00a0and\u00a0visual attention<\/a>\u00a0were measured.<\/p>\n

We used\u00a0pupillometry<\/a>\u00a0\u2014 measuring pupil size and reactivity \u2014 and analyzed screen recordings to track these metrics. After completing each task, participants shared their perceptions through questionnaires.<\/p>\n

Through this experimental approach, we were able to achieve two goals. First, we determined whether AI-generated overviews in search results significantly impact user perceptions of the relevance, usefulness and satisfaction with search results.<\/p>\n

Second, we observed whether such generative AI summaries significantly impacted user behaviour in terms of the number of clicks on links appearing in the search results. This provided insight into the potential impact generative AI summaries might have on organic search traffic.<\/p>\n

What did we find?<\/strong><\/h4>\n

The results of our study suggest that the presence of AI-generated overviews has no significant impact on user perceptions of relevance, usefulness and satisfaction with search results. There was also no significant impact on the clickthrough rate \u2014 the ratio of clicks on a link \u2014 on links in the search results.<\/p>\n

The presence of AI Overviews did not significantly reduce the users\u2019 interaction with Google\u2019s classic list of suggested pages. While this finding indicates AI Overviews might not lead to an immediate or significant shift in website traffic, it\u2019s important to note that user interactions could evolve over time as people become more familiar with this new feature.<\/p>\n

As such, the competition among the market leaders operating in the online search space will likely continue to intensify. For example, earlier this month,\u00a0Google rolled out a new feature called AI mode<\/a>\u00a0that delivers additional AI-generated results for some users.<\/p>\n

Tech giants like Google and Microsoft will continue to vie for dominance in the market, aiming to create more engaging, higher-value search experiences for their online users.<\/p>\n

Author Bios:<\/strong> Sylvain Senecal is Professor of Marketing and RBC Financial Group Chair of E-Commerce, Constantinos K. Coursaris is Full Professor \/ Professeur Titulaire, Department of Information Technologies, Pierre-Majorique L\u00e9ger is the NSERC-Prompt Industrial Research Chair in User Experience and Full Professor of IT and Sylvain Amoros is an Adjunct Professor, Department of Marketing all at HEC Montr\u00e9al<\/em><\/p>\n

Co-researchers<\/strong> Alexander J. Karran, Thadde Rolon-Merette, Eugene Yuzan Guo, Fabien Poivr\u00e9 and Mehdi Benbousta co-authored this article.<\/small><\/p>\n","protected":false},"excerpt":{"rendered":"

Google announced the launch of AI Overviews, its generative artificial intelligence-fuelled search feature, in May 2024. Initially named Search Generative Experience, AI Overviews offers Google users AI-generated answers by sourcing and summarizing information from different websites. These AI responses are positioned at the top of the page for immediate visibility. The aim is to improve […]\n… learn more→<\/a><\/p>","protected":false},"author":33,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[434724],"tags":[435299],"coauthors":[11733],"class_list":["post-76307","post","type-post","status-publish","format-standard","hentry","category-internet","tag-ai-assisted-search"],"acf":[],"yoast_head":"\nGoogle\u2019s AI-generated search feature hasn\u2019t yet changed how users interact with search results - World leading higher education information and services<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/world.edu\/googles-ai-generated-search-feature-hasnt-yet-changed-how-users-interact-with-search-results\/\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:locale\" content=\"en_US\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:type\" content=\"article\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:title\" content=\"Google\u2019s AI-generated search feature hasn\u2019t yet changed how users interact with search results - World leading higher education information and services\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:description\" content=\"Google announced the launch of AI Overviews, its generative artificial intelligence-fuelled search feature, in May 2024. 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