Google will use AI to organize search results with Web Guide

Google is introducing a new feature called Web Guide, which uses a dedicated version of its Gemini AI tool to organize search results. The aim is to surface the most relevant content for users' queries. Web Guide displays search results under different headers, such as "Comprehensive Guides for Solo Travel in Japan" and "Personal Experiences and Tips from Solo Travelers," with AI-generated summaries at the top of each grouping. The move has similarities to Google's AI Mode, which has already faced criticism from publishers for potentially reducing click-through rates to their content. A Pew Research Center study found that the presence of AI summaries led to fewer people clicking on search results and more ending their browsing session. While Google is working to improve the accuracy of these AI-generated summaries, the introduction of Web Guide could raise further concerns about Google's control over search results and its potential impact on website traffic.