A new search experience powered by generative artificial intelligence is what Alphabet’s Google is leaning on as it looks to safeguard its lucrative search business. After coming under immense pressure from OpenAI with the unveiling of ChatGPT, Google is getting its house in order as it looks to safeguard its monopoly on search.
Google AI Search
Google is supercharging its search engine with generative AI capabilities from its powerful AI model Gemini. Integrating advanced search capabilities powered by AI ensures the search tool can answer the most complex questions conversationally while remaining user-friendly.
According to Alphabet CEO Sundar Pichai, Google Search is now at the scale of human curiosity with the integration of generative AI. According to the executive, the new Gemini-powered search capabilities are designed to bring many opportunities to creators, developers, and startups. As part of the latest changes, some search results will come with AI overviews that offer a more narrative response that spares people the burden of clicking through various links.
Additionally, an AI-powered panel will appear below the queries, presenting summarized information from the search results. Google plans to roll out an AI-organized panel to group search results by theme or presence.
Integrating AI capabilities is part of Google’s effort to reduce the time and mental load it takes people to find the correct information online. By enhancing user experience, it hopes to safeguard its edge as the preferred search tool for content online. Nevertheless, the search giant has confirmed that it will not trigger an I overview on sensitive queries such as medical information.
Search Competition
Integrating AI into the search tool is part of Google’s bid to safeguard its most important business, which has come under immense pressure. While the company has operated as a monopoly ever since it usurped Yahoo as the biggest search engine in 1998, it has always been targeted. However, in the era of artificial intelligence, the company has started feeling the pressure as its search engine market share comes under immense pressure.
The nature of online search is increasingly changing and moving away from the regular typing of queries to get results. The development of powerful AI-powered chatbots has given users a new way of searching queries online and getting immediate feedback. OpenAI’s powerful chatbot ChatGPT has already been integrated into Yahoo Bing search, posing the biggest threat to Google’s search.
OpenAI, backed by billions of dollars from Microsoft, has already unveiled a faster and cheaper AI model dubbed GP 4o. The new model lets people speak to ChatGPT, show an image, and respond to queries in milliseconds. It promises to be a game-changer in how people search for things online. Google has already responded by unveiling Gemini 1.5 Flash, which it says is the fastest AI model available through its API.
As more powerful search tools hit the internet, Google faces an uphill task of doing all it can to safeguard its core search business, which delivered more than $175 billion in search advertising last year. Integrating more generative AI capabilities is seen as one of the ways that Google can fend off the stiff competition from OpenAI and others that are increasingly encroaching on its market.
