Google is testing a new feature that uses artificial intelligence to generate text for search result snippets, potentially reshaping how web pages are described in the SERPs.
What’s Changing
During the experiment, Google is trialing two different approaches:
- Full Replacement: AI text replaces the publisher’s original meta description.
- AI Add-On: The original snippet remains, but an AI-written summary is appended.
In some cases, the new snippets display a Gemini icon, marking that the content was generated by Google’s AI systems.
Who Noticed the Tests
The changes were first spotted by SEO professionals:
- Paul Shapiro shared early screenshots of AI-generated snippets on X.
- Brodie Clark also posted examples on X.
- Landon Moore highlighted AI-generated summaries on X.
- Paul Shapiro later published additional examples on LinkedIn.
Why It Matters
Meta descriptions have long been a point of tension between publishers and Google. While site owners can suggest descriptions, Google frequently rewrites them. With AI now entering the process, publishers face even less control over how their pages appear in search results.
The shift could have major implications:
- Click-through rates may rise or fall depending on how well AI text aligns with user intent.
- Brand messaging could be altered if AI summaries misrepresent the original content.
- SEO strategy may need to adapt as AI reshapes the value of traditional meta descriptions.
The Bigger Picture
This test is part of Google’s broader push to integrate AI across search, following the rollout of AI Overviews earlier this year. For publishers and SEO professionals, the move highlights the growing role of generative AI in shaping not just what users find, but how they see it.
Sources
Not getting enough traffic from Google?
An SEO Audit will uncover hidden issues, fix mistakes, and show you how to win more visibility.
Request Your Audit
