In a recent development, Google has initiated a trial of AI-generated search answers in the UK, following its initial test in the US last year. This trial involves displaying an AI-generated "overview" at the top of some search results, accessible only to a select group of logged-in users.

This move positions Google in direct competition with Microsoft's Bing, which has already integrated similar AI technology. However, the introduction of AI-generated content in search results has raised concerns among publishers who fear a potential decrease in site visits, due to comprehensive responses that might satisfy users' queries without clicking through to external websites. Additionally, these AI responses are expected to feature fewer links and ads.

Despite these concerns, Hema Budaraju, a key figure in Google's generative AI search initiatives, reassured that the AI-powered search results would not omit links and ads but would actually promote a broader range of sources, based on early user engagement data.

Budaraju emphasized that while the AI "overviews" would only appear for certain queries deemed helpful in trials, Google remains cautious of the inherent risks of AI, such as generating biased or inaccurate content. As a protective measure, the AI-generated answers are designed to be less fluent and more constrained, prioritizing accuracy.

The trial's success in the US has been favorable, but its expansion could face challenges, particularly related to the environmental impact of the substantial energy required to run large AI systems.

Google has clarified that this UK trial is still in an experimental phase, with the company committed to addressing and improving any issues related to bias and safety as they arise.