Generative artificial intelligence on Google: what risks for website owners? – Forbes France

The integration of generative artificial intelligence into the Google search engine is a predicted revolution. While it promises a richer and more intuitive user experience, it also raises legitimate concerns for website owners. What are the potential threats and how can you prepare for them?

Posted by Pierre-Clément Cazon

1. Cannibalization of transport

Generative AI, capable of synthesizing information and generating complete answers right on the results page, could greatly reduce the need to click through search results.

Internet users, satisfied with the information provided by AI, could be satisfied with these answers without visiting the websites from which their content originates.

This situation could lead to a significant drop in organic traffic for publishers, directly impacting their advertising revenue and visibility.

2. Dehumanization of information

If AI excels at synthesis and reformulation, it is sorely lacking in discernment and critical thinking.

The quality and reliability of the generated information is therefore not guaranteed.

Even worse, the proliferation of automatically generated content, often generic and impersonal, risks impoverishing the online information environment.

The diversity of viewpoints and richness of analysis could suffer.

3. Increased dependence on Google

By becoming the main provider of information through generative artificial intelligence, Google will strengthen its influence on the web.

Publishers would become even more dependent on the US giant’s algorithm, which would be subject to its constant changes and potential biases.

This situation raises fundamental questions about freedom of expression and the plurality of voices on the Internet.

4. Adaptation: a must for publishers

Faced with these challenges, publishers need to rethink their strategy to survive in this new upcoming ecosystem.

Here are some ways to adapt:

  • Focus on quality and expertise : Creating unique, rich and in-depth content with real added value is critical to distinguishing yourself from the mass of AI-generated information.
  • Create a strong brand identity : Cultivating a strong and recognizable identity will help build reader loyalty and create an engaged community around the site.
  • Explore new formats and distribution channels : diversify content by exploring innovative formats such as video and audio and investing in other distribution platforms such as social networks and community forums.
  • Focus on the user experience : offering smooth navigation, ergonomic design and clear content accessible to all will help retain visitors and encourage them to explore other pages of your website.

Google’s integration of generative artificial intelligence is a significant development that presents opportunities but also significant risks for website publishers.

By adapting and focusing on quality, expertise and originality, you can succeed and thrive in this ever-evolving environment.

Read also : The future of technology | France and AI: avoid missed appointments

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