検索プラットフォームと「AI」のダイナミクス

抄録

    Digital platforms managed by “big tech” companies, commonly known as GAFAM, have played an important role in shaping the media environment since 2005, often referred to as the era of “Web 2.0.” These platforms capitalize on the dual characteristics of multi-group interaction and network effects, primarily leveraging advertising-based business models, a condition known as “platform capitalism.” Recently, the rapid proliferation of “AI” has introduced new complexities into the media ecosystem. Despite its integration into these platforms, the theoretical positioning of AI within the media studies remains ambiguous, raising questions about its impact on platform dynamics.

    This study focuses on the SEO practices surrounding Google, and quantitatively and qualitatively analyzes the discourse of webmasters to explore the evolving relationship between AI and the platform ecosystem. The findings reveal that AI, due to its inherent characteristics, cannot fully replace platforms. Initially, AI emerged as a technology that functions primarily within the platform’s internal operations. However, the influence of external AI technologies, such as generative AI, on webmasters’ content creation practices has altered its role within the platform ecosystem. By 2024, Google introduced “AI Overview,” a feature that re-integrates generative AI into the core functions of its search platform, indicating a significant transformation in the relationship between platforms and AI.

    This study suggests that while AI initially supported platform functionalities, its growing presence outside the platform has necessitated a reconfiguration of its role. The introduction of AI Overview exemplifies how platforms are attempting to re-internalize these external technologies, leading to a more complex interplay between platforms and AI. As a result, the relationship between platforms and AI has become increasingly intricate, highlighting the need for a refined theoretical understanding of their interaction within the context of media studies.