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.

Google says AI can help surface the most relevant content, but Web Guide could also be a new way for the company to control the top-billed hits.

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.