Google 近期宣布其搜寻工具进行逾 25 年来最大规模的变革，以人工智慧彻底重塑搜寻列，将传统蓝色连结页面转向由 AI 驱动的对话式体验。新推出的「对话式探索广告」（conversational discovery ads）将直接嵌入 AI 回复之中，甚至可能包含聊天代理，使用户无需再点击进入外部网站。此举立即遭到英国监管机构的反对，该机构要求 Google 允许网站所有者阻止其内容被用于 AI 搜寻功能。传统的搜寻引擎优化（SEO）——依赖关键字堆砌与反向连结以迎合 PageRank 系统——正被「生成式引擎优化」（GEO）所取代。GEO 更注重分析分散于各平台的真实消费者对话，包括已发表文章、TrustPilot 评论以及 Reddit 等论坛上的讨论。

WPP 首席人工智慧长 Daniel Hulme 指出，随著聊天机器人成为如同电视或社群媒体般的广告新平台，AI 伴侣应用程式等新型管道也将可提供产品推荐。Anthropic 已否认将在其聊天机器人 Claude 中植入广告，OpenAI 也表示不会将广告融入 ChatGPT 的回复中，但规模较小的第三方 AI 工具可能会走向产品置入模式。在伦敦一场广告科技会议上，与会的业界人士表示，尽管过去十年间他们已习惯适应 Google 或 Facebook 的演算法变动，但最新的 AI 转型让他们感到脚下的地面正在移动。部分业者预估，全球网路广告市场在未来数年可能因此缩减，对于用户行为将如何变化，包括 Alphabet 内部人士在内，普遍弥漫著不确定感。

从财务面而言，广告收入约占 Alphabet 营收的四分之三，但随著云端运算业务成长，该比重正在缩小。尽管如此，广告业务在 2026 年第一季仍创造约 770 亿美元（约 2.4 兆新台币）收入，较前一年同期成长近 16%。Goldman Sachs 分析师 Eric Sheridan 认为，Google 的 AI 规模与基础建设将支撑其持续成长，即便传统搜寻广告业务受到 AI 代理的挤压。与此同时，Alphabet 本周宣布透过股权募资 800 亿美元（约 2.5 兆新台币），其中包括来自 Warren Buffett 旗下 Berkshire Hathaway 的 100 亿美元（约 3,100 亿新台币），以资助其 AI 运算基础建设。旧有广告模式的利润正为 Google 的 AI 转型提供资金，虽然此一演变将 Google 带入未知水域，但最终对 Alphabet 的冲击可能远小于对广告主的冲击。

Google recently announced its most significant search overhaul in over 25 years, replacing the traditional page of blue links with an AI-driven conversational experience. New "conversational discovery ads" will be embedded directly within AI-generated answers, potentially incorporating chat agents that eliminate the need for users to click through to external websites. The move drew immediate pushback from a British regulator, which ordered Google to let website owners block their content from AI search features. Traditional SEO tactics—keyword spamming and backlinks designed to appeal to the PageRank system—are giving way to "generative engine optimization" (GEO), which focuses on analyzing authentic consumer conversations spread across published articles, TrustPilot reviews, and forums such as Reddit.

Daniel Hulme, Chief AI Officer at advertising agency WPP Plc, noted that as chatbots become advertising platforms akin to television or social media, new channels such as AI companion apps will also deliver product recommendations. Anthropic has denied it will introduce ads into Claude, and OpenAI has stated ads will not be woven into ChatGPT's answers, yet smaller third-party AI tools are likely to pursue product placement. At a recent ad-tech conference in London, industry attendees said the latest AI shifts felt like the ground was moving beneath them, despite a decade of adapting to algorithmic changes from Google and Facebook. Some predicted the global internet advertising market would shrink over the coming years, and the prevailing sentiment—even among Alphabet insiders—was deep uncertainty about how user behavior and ad engagement would evolve.

Financially, advertising accounts for roughly three-quarters of Alphabet's revenue, though its share is declining as the cloud-computing business expands. The ad segment still generated approximately $77 billion in Q1 2026, up nearly 16% year-over-year. Goldman Sachs analyst Eric Sheridan argues that Google's AI scale and infrastructure will sustain growth even as AI agents erode traditional search-ad revenue. Meanwhile, Alphabet announced an $80 billion equity raise this week, including $10 billion from Warren Buffett's Berkshire Hathaway, to fund computing power for its AI ambitions. Profits from the legacy advertising model are bankrolling Google's AI transition, and while this evolution charts uncharted waters, the disruption may ultimately prove far greater for advertisers than for Alphabet itself.