Google is Now Using AI to Rewrite Title Links

New York: Google is currently testing a new system that uses artificial intelligence to rewrite the titles you see in search results. Traditionally, when you searched for something on Google, the headline that came up used to be written by the publisher or website owner. But now, Google’s AI sometimes creates a different title entirely, even if the website never used those words. 

This experiment has been spotted in Google Search over the past few months, where news articles and even regular webpages appeared with AI-generated headlines instead of the originals. Google confirmed it is running a “small” and “narrow” test to better match what users search for with what they see in results. Their goal, they say, is to show titles that are more relevant and engaging for searchers. 

However, publishers are not very happy about the new practice. Writers often choose their headlines carefully to reflect tone, context, and accuracy. Google’s new AI-generated versions sometimes remove important context or even change the meaning. For example, one article titled “I used the ‘cheat on everything’ AI tool and it didn’t help me cheat on anything” was shortened by Google to just “‘Cheat on everything’ AI tool,” which makes it seem like an endorsement instead of a critique.  

Also read: UK Puts Brakes on Google’s AI Use of News Content

Another example changed a story about Microsoft’s Copilot rebrand to a completely different tone the publication never wrote. These rewrites appear without any notification that Google has changed the title, and there is no option for publishers to opt out. 

Also read: YouTube Tests AI‑Powered Search with Guided Answers

This is not the first time Google has modified titles. The company has been adjusting page titles for years, sometimes trimming them or pulling text from other parts of the page. But this time things are different because Google is generating entirely new text, not just editing what is already there.  

Many publishers worry this could mislead readers and hurt traffic. In fact, when similar tests happened in Google Discover, the feature quietly moved from “experiment” to permanent feature in just a month, something publishers fear may happen again. 

In short, Google is experimenting with taking on an editorial role between websites and readers. While the company claims it is trying to improve search relevance by doing so, publishers say that this shift may blur the line between their original content and what Google’s AI wants users to see. 

If this experiment continues, it could significantly change how content is presented online and how much control creators actually have over their work.