Google Testing Unlabeled AI-Generated Snippets in Search Results

Google has begun experimenting with AI-generated snippets that appear in search results without any visual indicator distinguishing them from traditional meta description-based snippets, as reported by SEO consultant Brodie Clark.

Unlike previous tests where AI-generated content was clearly marked with icons or labels, this new experiment removes all identifying markers. Currently limited to the 'discussions and forums' search feature, these unlabeled summaries represent a departure from Google's earlier transparency approach.

Why This Matters

This shift raises fundamental questions about content control and user transparency. When searchers can't distinguish between publisher-written descriptions and AI interpretations, the relationship between what you publish and how Google presents it becomes increasingly opaque.

For years, SEO professionals have relied on meta descriptions as a controllable element, a chance to make compelling copy that drives clicks. That assumption is now being challenged. Your carefully written descriptions might be replaced by algorithmic summaries that miss nuance, strip context, or fail to highlight your unique value proposition.

The Broader Pattern

Google has been gradually increasing AI integration across search results, from AI Overviews to AI Mode. Each iteration pushes further into content generation territory. 

What starts as a forums-only test rarely stays confined. Previous SERP experiments have consistently expanded across result types once Google validates the approach.

The removal of AI labeling is particularly concerning. It suggests Google views these summaries not as experimental features requiring disclosure, but as standard snippet variations equivalent to traditional excerpts.

What to Watch For

Monitor your organic click-through rates in Search Console, particularly for pages that rank in positions where snippets heavily influence clicks. 

Sudden CTR drops without ranking changes could signal that AI summaries are misrepresenting your content.

Test your important landing pages by searching for them directly. If you notice descriptions that don't match your meta descriptions or page content, document these instances to understand how Google's AI interprets your pages.

The reality is that publishers have never had full control over how their pages appear in search results. Google has always been free to ignore meta descriptions and generate its own snippets. But this development pushes things further, putting more AI-driven interpretation between your content and searchers.

For now, keep optimizing meta descriptions. They still matter for the majority of results and provide important context signals. But prepare for a future in which your influence over search results' appearance continues to diminish.