Google Discover gets AI summaries; Search gets ‘What’s new’ sports feed

Google has recently rolled out two significant updates aimed at improving user engagement and content discovery across its platforms: AI-generated summaries in Google Discover and a new 'What's New' sports feed in Google Search. These features are designed to provide users with concise, relevant information, enhancing their browsing experience.

AI Summaries in Google Discover

What Are AI Summaries?

AI summaries in Google Discover are brief, AI-generated previews of trending topics and articles. Instead of displaying full headlines or snippets from a single source, these summaries aggregate information from multiple publishers, offering a more comprehensive overview of a topic. Users can expand these previews to access more detailed content and follow links to the original articles.

Availability and Rollout

As of October 2025, AI summaries are available in the United States, South Korea, and India. The feature is accessible through the Google app on both Android and iOS devices. Google has indicated plans to expand availability to additional regions in the near future.

Benefits to Users

• Time Efficiency: Users can quickly grasp the essence of trending topics without sifting through multiple articles.

• Diverse Perspectives: Aggregated summaries provide a balanced view by incorporating insights from various publishers.

• Enhanced Navigation: Expandable previews and direct links facilitate seamless exploration of related content.

Implications for Publishers

While AI summaries enhance user experience, they present challenges for content creators. By providing concise overviews, these summaries may reduce the need for users to click through to full articles, potentially impacting web traffic for publishers.

'What's New' Sports Feed in Google Search

Introduction of the Feature

In addition to updates in Discover, Google is introducing a 'What's New' sports feed in its mobile Search platform. This feature allows users to stay updated on the latest sports news and developments related to specific teams or players.

How It Works

When users search for a particular athlete or sports team, a 'What's New' button will appear, leading to a feed of trending updates, news articles, and highlights. This curated content is designed to help fans catch up on recent events with minimal effort

Rollout Timeline

The 'What's New' sports feed is set to begin rolling out in the United States in the coming weeks. There is currently no confirmed timeline for its availability in other countries

Advantages for Users

• Quick Updates: Users can access the latest sports news without navigating through multiple sources.

• Personalized Content: The feed is tailored to individual interests, providing relevant updates based on search history and preferences.

• Comprehensive Coverage: The feature aggregates content from various publishers, offering a well-rounded perspective on sports events.

Impact on Sports Media

Similar to the AI summaries in Discover, the 'What's New' sports feed may influence traffic patterns for sports media outlets. By delivering curated content directly within search results, users might be less inclined to visit external sports news websites.

SEO Considerations for Publishers

Adapting to AI Features

Publishers should consider optimizing their content for AI features like summaries and overviews. This includes crafting clear, concise headlines and meta descriptions that accurately represent the content, increasing the likelihood of being featured in AI-generated previews.

Enhancing Content Quality

Focusing on high-quality, original content can improve visibility in AI summaries and overviews. Engaging writing, authoritative sources, and comprehensive coverage of topics can make content more appealing to both AI algorithms and users.

Monitoring Traffic Patterns

It's essential for publishers to monitor changes in web traffic and user engagement metrics. Understanding how AI features impact audience behavior can inform content strategies and help adapt to evolving search dynamics.

Conclusion

Google's introduction of AI summaries in Discover and the 'What's New' sports feed in Search represents a significant shift towards more streamlined and personalized content delivery. These features aim to enhance user experience by providing quick, relevant information. However, they also present challenges for publishers in terms of traffic and visibility. By adapting content strategies and focusing on quality, publishers can navigate these changes effectively and continue to engage their audiences in the evolving digital landscape.