Google Rolls Out AI Enhancements and Collapsible Ad Options on Search and Discover

Google has commenced the rollout of significant updates across its Search and Discover platforms, integrating new AI-powered features, refining navigation, and introducing an option for users to collapse sponsored content, the company confirmed in recent announcements. These changes represent a strategic evolution in how information and advertisements are presented to users. A notable update targets the display of advertising, Google’s primary revenue stream. Users browsing Google Search results will now have access to a \"Hide sponsored results\" button, allowing them to collapse top-of-page advertisements. While this action removes the visual prominence of the ads themselves, Google notes that the \"Sponsored Results\" label will persist at the top of the screen, remaining visible as users scroll down. This persistent labeling also applies to text ads grouped at the bottom of the search page, which can be collapsed using the same mechanism. The company stated this design aims to facilitate navigation and standardize ad presentation, ensuring users never see more than four text ads in a single group. Furthermore, the \"Sponsored results\" header is positioned to appear both above and below AI Overviews—the concise, AI-generated summaries presented at the top of relevant search results. The \"Sponsored\" designation will also be applied to Shopping ads, where they will be labeled \"Sponsored Products.\" The rollout of these display adjustments is underway across both desktop and mobile environments. Concurrently, Google is expanding the integration of artificial intelligence into its platforms. A new \"What's New\" button is being introduced on Google Search for queries related to sports, such as player or team information. This feature will display a dynamic feed of trending updates and news articles, with its deployment expected in the U.S. in the coming weeks. Additionally, the Discover feed within the Google mobile app is receiving an AI-powered enhancement designed to help users track trending topics. This functionality will present short previews that can be expanded to reveal more comprehensive information and provide links to related content. Google indicated this feature supports staying updated on diverse publisher content. The implementation of the AI-driven Discover feed update, currently rolling out in the U.S., South Korea, and India, occurs at a period when some publishers are experiencing reductions in search-derived traffic. This trend is attributed by industry observers to the increasing role of AI-generated answers in search results and evolving consumer digital media consumption patterns.