{"id":700065,"date":"2025-11-20T04:05:11","date_gmt":"2025-11-20T01:05:11","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/ai-search-the-shift-towards-inauthenticity-commercial-interests-3\/"},"modified":"2025-11-20T04:05:11","modified_gmt":"2025-11-20T01:05:11","slug":"ai-search-the-shift-towards-inauthenticity-commercial-interests-3","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/ai-search-the-shift-towards-inauthenticity-commercial-interests-3\/","title":{"rendered":"AI search &amp; the shift towards inauthenticity &amp; commercial interests"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a407e98913c4\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a407e98913c4\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/ai-search-the-shift-towards-inauthenticity-commercial-interests-3\/#Googles_AI_shift_risks_favoring_big_brands_and_reducing_content_diversity_Learn_how_AI_search_PMAX_and_ads_may_reshape_innovation%E2%80%94and_what_creators_can_do_next\" >Google\u2019s AI shift risks favoring big brands and reducing content diversity. Learn how AI search, PMAX, and ads may reshape innovation\u2014and what creators can do next.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/ai-search-the-shift-towards-inauthenticity-commercial-interests-3\/#AI_systems_consensus\" >AI systems &amp; consensus<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/ai-search-the-shift-towards-inauthenticity-commercial-interests-3\/#The_impact_of_advertising\" >The impact of advertising<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/ai-search-the-shift-towards-inauthenticity-commercial-interests-3\/#So_what_can_we_do_to_protect_the_health_of_the_internet\" >So what can we do to protect the health of the internet?<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Googles_AI_shift_risks_favoring_big_brands_and_reducing_content_diversity_Learn_how_AI_search_PMAX_and_ads_may_reshape_innovation%E2%80%94and_what_creators_can_do_next\"><\/span>Google\u2019s AI shift risks favoring big brands and reducing content diversity. Learn how AI search, PMAX, and ads may reshape innovation\u2014and what creators can do next.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>Historically, Google Search has driven innovation by rewarding high-quality content with visibility and traffic. In the last article in this <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/watch-movies-tv-seriess\/\" data-internallinksmanager029f6b8e52c=\"8\" title=\"Watch Movies &amp; TV Series\" target=\"_blank\" rel=\"noopener\">series<\/a>, we talked about the risks of Google AI over-personalizing results and reinforcing filter bubbles.\u00a0<\/p>\n<p>In this article, we\u2019ll look at the opposite risk. If Google\u2019s new AI results skew away from diversity and towards standardized results that favor big brands and consensus views, it could limit creativity and innovation and accelerate the commodification of the web.<\/p>\n<p>Some may find this concern naive because the internet is already very commodified, but historically, even small websites and businesses believed that they had a chance to rank and drive traffic. The web has long been seen as a digital marketplace of ideas. Yet because AI language models naturally look for consensus, being surfaced in AI search when you fall outside the mainstream could become much harder.<\/p>\n<h2 id=\"ai-systems-consensus\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"AI_systems_consensus\"><\/span>AI systems &amp; consensus<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>You can look at all of the companies that lost all their traffic and\/or rankings in the Helpful Content Updates to illustrate this point. Small affiliate websites that worked hard to add value to the internet with product reviews, articles, and comparisons were mostly wiped out in organic rankings.\u00a0<\/p>\n<p>Now, to drive traffic through Google, many of these companies have to buy ads and arbitrage their earnings, or shift focus to platforms like TikTok and Instagram. Most have chosen the latter, abandoning efforts to rank in Google altogether. And while not all sites that lost visibility in the Helpful Content Updates were entirely editorially written, high-value, human-oriented content, some definitely were.<\/p>\n<p>The problem is this: if the types of companies go out of business or their sites dis<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ear from the web, the corpus of information indexed by Google\u2014and now used in AI search\u2014will become less diverse. Forcing smaller publishers to pay to migrate entirely to social platforms could further reduce diversity in the web\u2019s knowledge base. If independent creators are consistently excluded from rankings, they\u2019ll have less incentive to share their unique perspectives anywhere but <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">social media<\/a>.<\/p>\n<p>Social media may be an intentional counterbalance in Google\u2019s plan, which is somewhat encouraging. Google recently announced that it will be ranking and showing YouTube Shorts in Discover, and already includes a \u2018Short Video\u2019 tab on many results. It has also shown increasing interest in ranking posts from Reddit and LinkedIn. And maybe this is not accidental. Maybe, in Google\u2019s view, unique and new opinions should come from more independent creators, while mainstream or consensus views come from bigger companies with better brand recognition. Only time will tell.<\/p>\n<h2 id=\"the-impact-of-advertising\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_impact_of_advertising\"><\/span>The impact of advertising<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Ads in AI Overviews have already begun to roll out, and when they are fully released next quarter, then we will really get a peek into <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/support.google.com\/google-ads\/answer\/16297775?hl=en\" target=\"_blank\" rel=\"noopener\">Google\u2019s plans for monetizing their AI<\/a>. Until then, we can look at the recent history of how Google has changed ads and ecommerce with and for AI.\u00a0<\/p>\n<p>First off, the shift to Performance Max <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/business.google.com\/us\/ad-solutions\/performance-max\/\" target=\"_blank\" rel=\"noopener\">(PMAX) bidding<\/a> in Google Ads was very frustrating for many people running paid campaigns\u2014not only because of the black-box nature of the system, but also because of the lack of control and the lack of data. It seems like Google wants to lull advertisers into complacency by handling everything for them, ideally delivering better returns with less effort. It could be great for some, especially if they never want to learn anything about their audience and what works for them. But what if they do?<\/p>\n<p>When Google runs PMAX bidding without sharing nuanced details of what\u2019s working and what\u2019s not, it means that Google is using your ads, budgets, and creative to learn about your customers\u2014 without telling you what they have learned. That means there is less for you to take away, cross-apply or use to inform decisions and campaigns in other advertising channels. In some industries, Google may learn enough to completely disintermediate you from your customers, like they have done with <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.google.com\/travel\/search\" target=\"_blank\" rel=\"noopener\">Google Travel<\/a>, which now includes Flights, Hotels, Vacation Rentals, and food &amp; activities (in Explore). <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/x.com\/aleks_madry\/status\/1945123740980785583\" target=\"_blank\" rel=\"noopener\">AI is a double-edged sword<\/a>.\u00a0<\/p>\n<p>This may also be part of the plan with <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/business.google.com\/us\/merchant-center\/\" target=\"_blank\" rel=\"noopener\">Google Merchant Center<\/a>. By aggregating data from all of the online retailers, Google can learn about how users shop for specific products, and use that to fine-tune <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/business.google.com\/us\/ad-solutions\/performance-max\/\" target=\"_blank\" rel=\"noopener\">PMAX campaigns<\/a>\u2014serving the right ads to the right people at the right time. This improves conversion and engagement for advertisers, using data collected from both paid and organic interactions in Merchant Center. Google is extending this approach with AI-powered tools designed to enhance shopping experiences, such as <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/support.google.com\/websearch\/answer\/14508957?hl=en\" target=\"_blank\" rel=\"noopener\">Circle to Search<\/a>, <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/lens.google\/\" target=\"_blank\" rel=\"noopener\">Google Lens<\/a>, <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/support.google.com\/websearch\/answer\/9232532?hl=en\" target=\"_blank\" rel=\"noopener\">Price Alerts<\/a>, and <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/blog.google\/products\/shopping\/how-to-use-google-shopping-try-it-on\/\" target=\"_blank\" rel=\"noopener\">Virtual Try-on<\/a>.\u00a0<\/p>\n<p>Google already seems more aggressive in <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.seroundtable.com\/google-ai-mode-ads-pitch-39875.html\" target=\"_blank\" rel=\"noopener\">pushing digital marketers to its advertising options<\/a>. I was served the ad below as part of a full-screen takeover on an organic SERP! This is something that I have never seen for an ad in Google before; the only time they ever use modals and\/or full-screen takeovers in a search result that I can recall has been for warnings or opt-ins when their Terms and Conditions have changed.<\/p>\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"2048\" height=\"1566\" http: alt=\"Google Ads Credit Scaled\" class=\"wp-image-464450\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/11\/google-ads-credit-scaled.png 2048w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/11\/google-ads-credit-768x587.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/11\/google-ads-credit-1536x1175.png 1536w\" data-lazy-sizes=\"(max-width: 2048px) 100vw, 2048px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/11\/google-ads-credit-scaled.png\"><img fetchpriority=\"high\" decoding=\"async\" width=\"2048\" height=\"1566\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/11\/google-ads-credit-scaled.png\" alt=\"Google Ads Credit Scaled\" class=\"wp-image-464450\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/11\/google-ads-credit-scaled.png 2048w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/11\/google-ads-credit-768x587.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/11\/google-ads-credit-1536x1175.png 1536w\" sizes=\"(max-width: 2048px) 100vw, 2048px\"><\/figure>\n<p>In its recent Terms and Conditions updates, Google has been clear that it shares user data across\u00a0 Alphabet properties and uses that information to enhance advertising. It also combines this with modeled data about user journeys\u2014on both micro and macro levels\u2014to refine its targeting.<\/p>\n<p>It\u2019s reasonable to believe that Google will continue on this course until it stops working or until they are somehow stopped. The benefit of having such a huge market share is that searchers, publishers, and advertisers are all locked in, with limited other options and huge switching costs. This allows Google to <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/journalrecord.com\/2025\/02\/20\/is-google-making-search-worse-to-sell-more-ads\/\" target=\"_blank\" rel=\"noopener\">continue to degrade organic traffic referrals<\/a> in favor of monetized AI results and\/or making searchers work harder to get to a good result through organic search. But even without that, you can see in the screenshots from <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/x.com\/rustybrick\/status\/1977770378924568819\" target=\"_blank\" rel=\"noopener\">this RustyBrick tweet<\/a> that Google is even changing how sponsored results are being labeled and displayed, potentially to make them less distinct from regular organic results.<\/p>\n<p>The Terms and Conditions update shown below is one that Google has shown to users in the EU, reminding them about how they are using all of their data across all of their platforms. The inclusion of Google Ad services really does show us how our ad data might be filtering out to impact and benefit all of Google\u2019s platforms. As advertisers, we are paying for them to benefit from that data, even when we are given limited access to it ourselves.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1418\" http: alt=\"Link Google Services Scaled\" class=\"wp-image-464451\" style=\"width:700px\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/11\/link-google-services-scaled.png 2048w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/11\/link-google-services-768x532.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/11\/link-google-services-1536x1064.png 1536w\" data-lazy-sizes=\"(max-width: 2048px) 100vw, 2048px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/11\/link-google-services-scaled.png\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1418\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/11\/link-google-services-scaled.png\" alt=\"Link Google Services Scaled\" class=\"wp-image-464451\" style=\"width:700px\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/11\/link-google-services-scaled.png 2048w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/11\/link-google-services-768x532.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/11\/link-google-services-1536x1064.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n<\/div>\n<h2 id=\"so-what-can-we-do-to-protect-the-health-of-the-internet\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"So_what_can_we_do_to_protect_the_health_of_the_internet\"><\/span>So what can we do to protect the health of the internet?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>AI and all the things it can do are such a new and fascinating topic that most of us have been sucked in and are embracing it with enthusiasm, and sometimes even reckless abandon. While I\u00a0 do openly admit that my personal beliefs lean towards being an \u201cAI doomer,\u201d I don\u2019t think that doom and\u00a0gloom is the only way things can go; I do, however, think that it is likely, given our lazy human natures and the lack of meaningful oversight or recourse.\u00a0<\/p>\n<p><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/unherd.com\/2025\/08\/how-to-stopper-the-ai-genie\/\" target=\"_blank\" rel=\"noopener\">Once a technology exists, its existence can\u2019t be undone,<\/a> and especially when it is on the internet, it can\u2019t be forgotten. Humans have fallible understanding and recall, but the internet remembers forever. For better or worse, the AI toothpaste can\u2019t be put back in the tube.<\/p>\n<p>So how can we plan now for the future of AI innovation and create frameworks, guidelines, and even rules that will help preserve the health of the internet? How can we leave room for fair and balanced discovery of diverse content, without limiting AI innovation?\u00a0<\/p>\n<p>I believe the digital marketing industry should partner with the publishing industry, which is already beginning to unite around protecting its own copyright interests. Continuing to operate in silos will not create the protections the internet needs\u2014on both the supply and demand sides of the ecosystem.<\/p>\n<p>Until meaningful regulation of AI is created and enforced, the best bet for the internet is collective and collaborative standards that protect the ecosystem as a whole, rather than individual interests. Just as workers unionize to protect themselves from unfair exploitation by powerful companies, we also need collective bargaining and protection.\u00a0<\/p>\n<p>Some groups are starting broader digital and AI regulation in the EU, but it might benefit the digital marketing and SEO industries to develop and publish their own standards, which can be community-enforced rather than enforced by Google. Rather than labeling tactics as simply \u201cblack hat\u201d or \u201cwhite hat,\u201d maybe we can adopt a more nuanced approach\u2014especially when it comes to AI. At the very least, it\u2019s a conversation worth having.<\/p>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/shift-towards-inauthenticity-464447\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google\u2019s AI shift risks favoring big brands and reducing content diversity. Learn how AI search, PMAX, and ads may reshape innovation\u2014and what creators can do next. Historically, Google Search has driven innovation by rewarding high-quality content with visibility and traffic. In the last article in this series, we talked about the risks of Google AI&#8230;<\/p>\n","protected":false},"author":1,"featured_media":700066,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/11\/shift-to-inauthenticity-featured-image.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-700065","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/700065","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=700065"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/700065\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/700066"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=700065"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=700065"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=700065"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}