GOOGLE UNLEASHES AI IN SEARCH, RAISING HOPES FOR BETTER RESULTS AND FEARS ABOUT LESS WEB TRAFFIC

Google this week rolled out a retooled search engine that will frequently favor responses crafted by artificial intelligence over website links, a shift promising to quicken the quest for information while also potentially disrupting the flow of money-making internet traffic.

The makeover announced at Google’s annual developers conference will begin this week in the U.S. when hundreds of millions of people will start to periodically see conversational summaries generated by the company’s AI technology at the top of the search engine’s results page.

The AI overviews are supposed to only crop up when Google’s technology determines they will be the quickest and most effective way to satisfy a user’s curiosity — a solution mostly likely to happen with complex subjects or when people are brainstorming, or planning. People will likely still see Google’s traditional website links and ads for simple searches for things like a store recommendation or weather forecasts.

Google began testing AI overviews with a small subset of selected users a year ago, but the company is now making it one of the staples in its search results in the U.S. before introducing the feature in other parts of the world. By the end of the year, Google expects the recurring AI overviews to be part of its search results for about 1 billion people.

Besides infusing more AI into its dominant search engine, Google also used the packed conference held at a Mountain View, California, amphitheater near its headquarters to showcase advances in a technology that is reshaping business and society.