AI冲击搜索？谷歌说：恰恰相反

Core Viewpoint - Google's "AI Overview" tool has become a key defense against AI competition, leading to significant growth in search ad exposure and revenue [1][3]. Group 1: Financial Performance - Alphabet's search revenue reached a record $54.2 billion in Q2, a 12% year-over-year increase, surpassing analyst expectations of $52.9 billion [2]. - The monthly active users of the "AI Overview" tool exceeded 2 billion, a substantial increase from 1.5 billion in the previous quarter [2]. Group 2: Impact of AI Overview Tool - The introduction of the AI Overview tool has resulted in a 49% increase in search ad exposure over the past year [3]. - CEO Sundar Pichai noted that AI is expanding how people search and access information, leading to more searches as users realize their needs can be met [3]. Group 3: Market Environment - Despite fluctuations in the advertising market due to tariffs and macroeconomic uncertainties, the second quarter saw a year-over-year growth in advertising budgets, supporting Google's strong search revenue performance [5]. Group 4: Future Challenges - Although current performance is strong, Google's search engine resilience faces future challenges, including a decline in the number of user clicks on revenue-generating links due to the AI Overview providing direct answers [6]. - Emerging AI-driven web browsers from startups like Perplexity and similar products being developed by OpenAI could change how users access information, posing a challenge to Google's Chrome browser [6]. Group 5: Defensive Measures - In response to these threats, Google plans to increase its capital expenditure from $75 billion to $85 billion by 2025, with further spending increases anticipated for the next year [8]. - Google aims to maintain its competitive edge by modifying the Chrome browser, integrating Gemini into more products, and developing unique AI features like "circle search" on Android devices [8]. Group 6: Historical Context - Historically, Google has taken defensive actions in response to emerging threats, such as acquiring Android when search shifted to mobile and paying Apple billions to make its search the default on Safari [9].