What Did Google Do This Week?

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GOOGLE “IMPROVING” SEARCH WITH MORE ADS?

Right as Google's share of the US search ad market is expected to drop below 50% in 2025, Google is introducing ads in its AI-generated overviews for certain queries, alongside links to relevant web pages. AI overviews, designed to give users quick, concise answers, will now include ads to better connect businesses with potential customers. In addition to this, Google is rolling out AI-organised search result pages in the US, offering users a more streamlined experience as it further integrates AI into its core search product.

On top of this, Google is testing a new verification system in search to help users steer clear of fraudulent websites. Some users are now spotting blue checkmarks next to business links in search results, signalling that these companies are legitimate. This new feature, similar to what we’ve seen from platforms like Meta and Apple, is part of Google’s push to make online shopping and browsing more secure. According to a spokesperson, the verification checkmarks are part of a small experiment aimed at helping users trust the businesses they’re engaging with.

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SO WHAT?

Google’s decision to push more AI features into its core search product, especially by adding ads in AI-generated overviews and organising search results with AI, is a response to the growing competition from platforms like ChatGPT and Perplexity. Such tools are rapidly gaining popularity because they offer direct, conversational answers to questions — something that historically made Google the go-to. But with these newer platforms threatening to shift user behaviour, Google needs to ensure that it remains indispensable. By integrating more AI into search, they’re keeping users engaged with a familiar service while updating the experience to meet evolving expectations.

For businesses, these changes will be both exciting and challenging. On one hand, ads in AI-generated summaries provide a fresh way for brands to connect with customers who are looking for fast, relevant information. It could make advertising more effective, as these AI overviews are designed to deliver highly focused answers. On the other hand, this could mean that businesses have to rethink how they approach SEO. With AI-organised pages, it’s not just about ranking high in traditional search results; companies might need to understand how AI ranks relevance differently and how their ads or content could be prioritised (or not) in AI summaries.

For us mere mortals, the introduction of ads into these AI features may feel like a double-edged sword. While users benefit from quicker, more direct answers, there’s always the concern that ads could clutter or influence the objectivity of these overviews. Additionally, Google’s experiment with verification checkmarks could be reassuring to some, especially in an era where online scams are rampant. If rolled out widely, it could give us greater confidence when we’re engaging with businesses online, but only if Google keeps the checkmark system transparent and fair. Hopefully Google won’t go the Musk route and start charging for the privilege.

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Also in this week’s edition: Google still claims that it’s not a monopoly in the ad market; Google is investing billions in data centres; and Google is making more self-driving cars; Get all of this +30 additional stories you need to know about. Subscribe and get up-to-date… ⬇