Google updates Search and Discover with collapsible ads, AI features, and more

Google is introducing a wave of updates to its Search and Discover platforms, aiming to elevate user experience through innovative AI features and improved navigation. Among these changes is the new ability for users to collapse ads within Google Search, a notable shift for a company that relies heavily on advertising revenue. Users will now have the option to click a button labeled "Hide sponsored results," allowing them to minimize ads displayed at the top of search results. However, this doesn’t eliminate the ads entirely; instead, a “Sponsored Results” label will continue to follow users as they scroll, ensuring that while the ads may be hidden from view, they remain visible in a different format. Additionally, the “Sponsored results” header can appear both above and below AI Overviews—brief summaries generated by AI to deliver quick answers at the top of search results. Text ads will also be organized under this label at the bottom of the page, with users able to collapse them using the same button, enhancing the focus on organic search results. Google asserts that this redesign facilitates easier navigation and maintains the visibility of ads, limiting users to a maximum of four text ads at a time. The new "Sponsored" label will extend to other Google services, including Shopping ads, where it will be identified as "Sponsored Products." The rollout of these updates will be applicable on both desktop and mobile platforms. In addition to these ad features, Google is enhancing its Search capabilities with a new "What’s New" button specifically for sports-related inquiries. This feature will provide users with a feed of the latest trending updates and news articles, helping them stay informed. The rollout is scheduled to commence in the U.S. soon. Furthermore, the Discover feed within the Google app will unveil an AI-driven feature that showcases trending topics of interest. This function will present short previews that users can expand for more detailed information, along with links for further exploration. Designed to keep users updated with stories from various publishers, this feature launches amidst a backdrop of declining search traffic for publishers, attributed to the increased reliance on AI-generated information and evolving consumer media preferences. This particular feature is currently being deployed in the U.S., South Korea, and India.