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AI means the end of internet search as we’ve known it

Jan 06, 2025 - technologyreview.com
The article discusses the transformative shift in search technology from traditional keyword-based methods to conversational search powered by generative AI. This new approach allows users to ask questions in natural language and receive direct answers generated by AI, rather than a list of links. Google, a leader in this transition, has introduced AI Overviews, which provide detailed responses to complex queries using its large language model, Gemini. This shift is seen as a significant evolution in search, offering a more intuitive and efficient user experience. However, it raises concerns among publishers about reduced web traffic and the potential for AI to generate inaccurate or misleading information.

The article also highlights the competitive landscape, with companies like OpenAI, Microsoft, and Meta developing their own AI-driven search solutions. While these advancements promise a more seamless search experience, they pose challenges related to content ownership, accuracy, and the potential decline of traditional web navigation. The article underscores the need for careful management of AI-generated content to ensure reliability and maintain the integrity of information shared with users.

Key takeaways:

  • The future of search is shifting from traditional keyword-based methods to conversational search using natural language and AI-generated answers.
  • Google and other companies like OpenAI and Microsoft are leading this transformation by integrating AI into their search engines to provide more direct answers.
  • There are concerns about the impact of AI-generated search results on publishers, as it may reduce traffic to original content sources and lead to a "zero-click" future.
  • AI models can sometimes produce inaccurate or misleading information, posing risks to the reliability of search results and the potential for harmful content dissemination.
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