How AI is Changing Online Searches

Every year, millions of people use the internet to search for a wide variety of topics, from world news and celebrities to DIY projects and learning new skills.

Recently, one of the top questions Australians searched for was, “How to inspect a used car?” If you had asked Google this question at the start of 2024, you would have received a certain set of results. However, by the end of the year, the responses would be noticeably different.

This is due to a new feature that Google rolled out in Australia in October 2024, called “AI Overviews.” With Google holding a massive 94% of the Australian search market, these AI-generated summaries have changed how people find and evaluate information online, significantly affecting the search experience.

How Do AI Summaries Work?

Traditional search engines function by analyzing numerous factors to deliver results that best align with a user’s query. They look at the content itself, assessing how informative, current, and well-organized it is. They also consider where the information appears on the web—content linked by reputable sites tends to rank better.

Search engines aim to understand why you’re searching—whether for shopping, learning, or solving a problem. Technical details like loading speed and site security also play a role in determining visibility in search results. This all culminates in a score that influences a webpage’s ranking in search results. But with AI, things are changing.

Google is unique in showcasing these AI summaries directly on its results page. In contrast, Bing and DuckDuckGo continue to use traditional layouts, offering AI summaries only through additional applications.

Rather than sending users to a single webpage, AI-powered search tools analyze multiple sources to create a summarized, easily digestible answer. In theory, this could lead to richer and more unique responses, but AI can sometimes miss the mark.

Is AI Reliable?

Some early instances of Google’s AI search in 2024 suggested bizarre ideas, like “eating a small rock daily” or using non-toxic glue to keep cheese on pizza. This highlights a significant challenge: machines struggle to interpret satire or humor, which can lead to misleading responses.

Research has shown that the rate of “hallucinations”—moments when AI fabricates answers—is increasing, even as AI models improve. AI cannot truly discern what’s factual; it lacks understanding of nuances in language and functions mainly through complex algorithms. This can lead to inaccuracies, particularly with serious inquiries about health or finance.

To address some concerns, Google’s latest AI summaries now also provide links to the sources of the information, allowing users to check the credibility of the answers. However, there are cases where AI may cite sources that don’t back up its claims.

The Broader Impact of AI Search

AI search summaries are reshaping how information is created and accessed, altering a search engine landscape that has remained relatively consistent over the past two decades.

These summaries change how individuals approach their searches, moving from using keywords to framing questions like we would in everyday conversation. For content creators, this means significant shifts that may undermine traditional SEO tactics and reduce direct traffic to websites.

Interestingly, around 43% of AI Overviews link back to Google itself, reinforcing its position not just as a search engine but as a web presence overall. The anticipated introduction of ads into these summaries raises further worries about the objectivity of the information provided.

Looking Ahead

It’s essential for users to stay aware of the limitations that come with AI summaries. Asking simple questions like, “What is the height of Uluru?” may yield accurate responses. Yet, more complex inquiries like, “Will the 2032 Olympics bankrupt Queensland?” may necessitate deeper digging through links to gain a well-rounded understanding.

Currently, Google doesn’t offer a straightforward way to disable this AI feature entirely. A possible workaround is to click on the “Web” tab in your search results or add “-ai” to your search term, though this can become cumbersome. Some technical solutions involve creating a custom filter in Chrome settings, but these require user intervention.

Some developers are offering browser extensions that aim to eliminate AI summaries, while others are opting to switch search engines altogether, choosing providers that don’t incorporate AI features, like Bing and DuckDuckGo.

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