AI 中文总结
本研究通过Google Search的1100人预注册实地实验，发现整合生成式AI的搜索会减少发布商推荐流量，仅保留AI模式还会损害用户体验与信任，对发布商造成经济影响。
AI 中文摘要
生成式AI与网络搜索的整合为用户查询提供合成答案，改变了人们浏览和评估信息的方式，同时引发对提供基础内容的发布商下游影响的担忧。我们在主导在线搜索平台Google Search上开展了一项预注册的实地实验（N=1,100），以估计AI Overviews和AI Mode对用户行为、感知及发布商流量的因果效应。结果显示，移除AI Overviews和AI Mode会提高对发布商的点击率；仅保留AI Mode的体验则会降低点击率，且损害用户体验和对Google上信息的信任。这些发现表明，将生成式AI整合到网络搜索中会重塑在线注意力，对支撑搜索平台和整体信息生态系统的在线发布商产生经济影响。
英文摘要
The integration of generative AI into web search delivers synthesized answers to user queries, changing how people navigate and assess information, while raising concerns about the downstream impacts on publishers who supply the underlying content. We conduct a preregistered field experiment (N=1,100) on Google Search, the dominant online search platform, to estimate the causal effects of AI Overviews and AI Mode on user behavior, perceptions, and publisher traffic. We show that removing AI Overviews and AI Mode increases click-through rates to publishers, while an AI Mode-only experience reduces click-through rates and erodes user experience and trust in information found on Google. These findings show that integrating generative AI into web search reshapes online attention, with economic consequences for the online publishers that sustain both search platforms and the overall information ecosystem.
