Google on Thursday is launching a new AI-powered feature called Web Guide for organizing Google Search results. Web Guide is a Search Labs experiment that leverages AI technology to organize the search results page by grouping pages related to specific aspects of the search query.

Independent analyses suggest Google’s AI search strategy is indeed having an impact. Search impressions—the number of advertiser links that show up in searches, even if they aren’t clicked—grew by 49% in the year since the overviews were launched, according to a May report from BrightEdge, a search-engine-optimization firm.

Many Google searches today come with an AI Overview right at the top of the page. There's also AI Mode, which does away with the typical list of links in favor of a full chatbot approach. While Google contends that these features enhance the search experience and direct users to good sources,