In a recent update, Google has rolled out significant changes to its Search and Discover pages, focusing on enhancing user experience through AI features and ad management. Users can now collapse ads using a new 'Hide sponsored results' button, which allows them to focus on organic content while still keeping the sponsored label visible. This feature aims to improve navigation without completely removing ads, which are crucial for Google's revenue. Additionally, a new 'What’s New' button will appear in sports-related searches, providing users with a feed of trending updates and news articles. The Discover feed on mobile will also introduce AI-powered previews of trending topics, helping users stay informed. These updates are particularly relevant as publishers face declining search traffic due to the rise of AI-generated answers and changing consumer habits.