A patent document published by Google hints that Google Search may take searchers from the search results page, to an AI-generated page which is super personalized to answer the query, as opposed to taking that searcher to a web page.
Patent. The patent is named AI-generated content page tailored to a specific user and was filed by Google about a year ago and then granted last month.
This patent describes a system that uses Artificial Intelligence (AI) to automatically create a custom landing page for a business or organization when a user performs a search. Instead of just sending a user to a generic homepage, the system generates a page dynamically that is specifically relevant to the user’s intent and the organization’s content.
Patent abstract. Here is a copy of the abstract of the patent:
“Techniques for generating an artificial intelligence (AI)-generated page for a first organization. The system can include a machine-learned model configured to generate the AI-generated page. The system can receive from a user device associated with a user account, the user query. Additionally, the system can generate a search result page for the user query. The search result page can include a first result associated with a first landing page of the first organization. The system can calculate a landing page score for the first landing page. The system can generate an updated search result page based on the landing page score exceeding a threshold value, the updated search result page having a navigation link to an AI-generated page for the first organization. The system can cause a presentation, on a display of the user device, the updated search result page.”
Example. Here is a fictitious example: Imagine you are looking for a specific item, like “waterproof hiking boots for wide feet,” from a big store like REI or Amazon. Normally, when you click a search result, it sends you to the store’s generic “Hiking Boots” page, and you have to filter the results yourself to find what you actually need. Instead, Google could use AI to build a new page that gives you a more customized and filtered response.
Credits. This was spotted by Brandon Lazovic and posted by Joshua Squires on LinkedIn. Joshua wrote, “In short, Google would use AI to generate a page that looks like your website but rebuilds the entire structure of a page dynamically, in real time, and places it at the top of the SERP. This throws up all kinds of red flags to me.”
Glenn Gabe wrote, “If you thought AIOs angered people, just wait for AI-generated landing pages from Google. Yes, Google could create new landing pages from the SERPs if yours isn’t good enough (based on this patent).” And Lily Ray added that this is “Terrifying to be honest.”
Why we care. Again, this is just a patent document and does not mean Google is doing this, will do this in the future or something else. Although some may think this is a form of what Google is doing with AI Overviews or AI Mode.
In any event, it is worth reading because it is useful to see how Google’s mind is working.