谷歌向担心 AI 智能体会让搜索过时的广告商提出了新主张：让机器人负责购物的繁杂工作，但保留人们对比品牌、价格、福利——以及赞助优惠的环节。
Google has a pitch for advertisers worried AI agents will make Search obsolete: Let the bots do the shopping legwork, but leave people to compare brands, prices, perks — and sponsored offers.
“当用户购物时，这一点很重要，旅程中有一部分是他们不喜欢的，那就是苦力活，坦率地说，用 AI 来自动化这部分简直太棒了，”谷歌首席商务官 Philipp Schindler 在 Alphabet 周二的财报电话会上表示。“但我们也想要增强、而不仅仅是自动化掉人们在许多情况下确实热爱的发现体验。”
"When users shop, and that's important, there's a part of the journey they don't like, the grunt work, which is frankly fantastic to automate with AI," Philipp Schindler, Google's chief business officer, said on Alphabet's earnings call on Tuesday. "But we also want to enhance, not just automate away the discovery experience that people frankly love in so many cases."
他表示，用户并不总是想要最便宜的选项；他们还会权衡品牌忠诚度和客户服务。谷歌认为，这一决策过程为其在智能体购物中植入广告留出了空间。他分享了一个可能的运作示例：“这是我们找到的保险产品，这是另一个强有力的选项，其中一个保费较高，可能免赔额较低，而且它们目前正提供一个非常特别的折扣。”
He said users do not always want the cheapest option; they also weigh brand loyalty and customer service. Google believes that this decision-making process gives it space to build ads into agentic shopping. He shared an example of how that might work: "Here's the insurance product we found, and here's another strong option, one of which is a higher premium, maybe a lower deductible, and they are currently offering a very special discount."
Schindler 补充说，几乎不存在任何购物决策的单一完美解决方案，这让谷歌“有信心”认为，即使在智能体搜索中，也存在广告的空间。
Schindler added that there is almost never a single perfect solution for any shopping decision, which makes Google "confident" that there is room for advertising even in agentic search.
这些言论更清晰地解释了谷歌针对智能体搜索的商业模式，后者给其核心广告业务带来了挑战。周二，公司表示，谷歌的 AI 模式带来了前所未有的搜索量，但并未以同等速度赚钱。这是投资者的一大担忧，他们长期以来认为 AI 聊天机器人和智能体将威胁谷歌的搜索业务。
The comments offer a clearer explanation of Google's business model for agentic search, which has presented a challenge for its core ads business. On Tuesday, the company said that Google's AI mode has led to more searches than ever, but it's not making money at the same rate. It's a major concern among investors, who have long argued that AI chatbots and agents will threaten Google's search business.
几个月来，谷歌一直在释放信号，表示希望解决这一问题，而不仅仅是把旧式广告硬塞进聊天机器人。上一季度，谷歌表示正在测试诸如在旅行规划中展示优惠、在 AI 生成的列表中明确标记赞助链接等想法。
Google has been signaling for months that it wants to solve that problem without simply cramming old-style ads into a chatbot. Last quarter, Google said it was testing ideas like showing offers during travel planning and clearly marked sponsored links inside AI-generated lists.
Alphabet 报告第三季度营收为 1275.8 亿美元，略低于分析师预期的 1279.7 亿美元。
Alphabet reported third-quarter revenue of $127.58 billion, narrowly below the $127.97 billion analysts expected.
每股收益为2.12美元，而市场预期约为3.01美元，这主要是由于其在SpaceX投资上产生了82亿美元的未实现亏损。盘后股价下跌约10%。
Earnings per share came in at $2.12, versus roughly $3.01 expected, largely because of an $8.2 billion unrealized loss on its SpaceX investment. Shares fell about 10% after hours.