The search wars are heating up as artificial intelligence (AI) continues to make revolutionary advances that offer new ways of interacting with the world’s information. The developments have sparked competition between technology giants and pushed AI capabilities into every corner of digital life, from mobile devices to voice-enabled speakers. With tech titans battling for a greater share of our online searches, what does this mean for consumers, and how will it shape our digital experience?
AI systems that respond immediately to questions have appeared, most notably ChatGPT by OpenAI from San Francisco. This is the first time since Google overcame Microsoft’s Bing over ten years ago that there has been a new challenge for who controls search engines.
Google and Microsoft are on the verge of unveiling redesigns of their search engines that will provide direct answers from artificial intelligence.
At present, some search businesses have already incorporated AI into their services. This has given a preview of the potential changes to one of the most considerable digital markets that ChatGPT technology can bring.
Greg Sterling, an analyst tracking the search market since 1999, declared that the abrupt rise of experimentation is long overdue.
He stated that the Google search results pages appear excessively busy and filled with advertising, particularly for younger users.
Greg Sterling says:
“People are ready for something that is simpler, seemingly more credible and doesn’t have tons of ads stuffed in it.”
ChatGPT, based on large language models that can “comprehend” intricate inquiries and generate text answers, does not provide a direct substitute for searching when considered independently.
ChatGPT’s training information is at least a year old. Its responses are confined to the knowledge already stored in its “memory” instead of more explicit material from the internet concerning particular inquiries.
Competition has started to create a combination of AI and conventional search. Called retrieval augmented generation, this approach involves using search engines first to identify the most helpful pages, then using natural language processing to “read” them.
The outcomes are fed into a large natural language processing system such as OpenAI’s GPT-3, giving a more exact response.
Competitors of Google claim that their search services have the potential to become unique and distinct instead of trying to compete on the same search platform as the tech giant. This presents a rare opportunity for them.
Sridhar Ramaswamy, an ex-Google executive and initiator of the search start-up Neeva, declared.
Sridhar Ramaswamy says:
“Google has gotten away with it because until now everyone, including us, has tried to beat them with a better set of links,”
Neeva was the first to include citations with their textual answers to counterbalance any mistakes that large language models could make. This addition has been implemented on their search results pages as part of a scheme to provide customers with quick, accurate responses.
Rather than presenting users with search results pages, some companies have gone for a more daring strategy of supplying users with a chat-based interface similar to ChatGPT.
Microsoft is reportedly working on a feature that will enable users to switch between a conversation-based interface and the regular search results page that they’re used to, as seen by some who got a glimpse of its redesigned Bing service last week.
The software company declined to verify whether the purported images of the internet breach were real. You.com, another search organization, has already employed this technique by introducing a “chat” button that allows users to deviate from regular searching.
Artificial intelligence breakthroughs have reignited the search wars. These new technologies are changing the landscape of SEO, and it is important to stay ahead of the curve. Contact us today if you want help incorporating AI into your marketing strategy. We can help you use these new technologies and stay ahead of your competition.