Google&#8217;s Search Supremacy Reinforced with Generative AI
In 2002, Larry Page said, “Google will fulfil its mission only when its search engine is AI-complete”. Over two decades later, it almost sounded prophetic. The tech giant has dominated the search space for years with more than 93% share whereas its biggest competitor Microsoft has a mere 3%. However, amid the power struggle between the big techs, Google seemed to be slowly losing its mojo, especially after the Microsoft-backed OpenAI’s ChatGPT spread like wildfire. But now, Google is ready to take charge. The company seems to have found its moat by unveiling a new AI-powered Search Generative Experience at Google I/O 2023. Although not yet available to the public, several beta users in US have taken to social media to rave about the new upgrades. Killing Online Search Built on LLM PaLM 2, Search incorporates generative AI capabilities, enabling users to quickly grasp complex subjects through comprehensive answers. To facilitate further exploration, related topics are conveniently presented alongside search results. The new Search also has a ChatGPT-style interface that allows users to ask follow-up questions and maintain context while delving deeper into a topic. Compared to ChatGPT, Bard fares better at research. Bard is also better at understanding Python backend to tackle complex inquiries without explicit prompts from the user to prevent it from hallucinating. Google has incorporated this approach to enhance Bard’s capabilities, expanding beyond System 1 thinking to incorporate elements of System 2 thinking. By integrating code into the equation, which is a characteristic of System 2 thinking, Google aims to combine the strengths of both approaches for optimal performance. According to beta user Linas Buenas, enhancements to Google’s search engine now offer the ability to refine search queries within the search results page, eliminating the need to start anew if the initial results are not satisfactory. Additionally, users can perform various tasks without leaving the search page, streamlining their online experience and increasing efficiency. A noteworthy feature is an option to easily address specific issues by copying and pasting code for Google’s assistance. As expected, Google intends to integrate ChatGPT-like “written answers” into its new AI search engine, featuring prominent domains alongside these answers. This underscores the significance of high-quality content in improving a website’s visibility in search results. Taken as a whole, Google’s focus is shifting from solely gathering information to actively editing and curating it. Reading more: The Secret Weapon for the Survival of Indian Edtech Firms Seamless Online Shopping is Here Google has introduced two new AI features for virtual try-on of clothes, making it more diverse and inclusive. Built on a new diffusion-based architecture, ‘TryOnDiffusion: A Tale of Two UNets’, it displays clothes on a diverse range of real models, including different sizes, complexions, races, and more. This update aims to make the virtual try-on experience more inclusive and representative as it features real life models from XXS to 4XL.  The AI model accurately depicts the draping, folding, stretching, and formation of wrinkles and shadows on the virtual models. However, the features are now available only in the US. The second feature refines products using machine learning and visual matching. It helps shoppers find the perfect piece by fine-tuning search criteria for colour, style, and pattern. Unlike in-store shopping, it offers a wide range of options from different online stores. Currently available for tops, it improves online shopping by allowing users to evaluate clothes before buying and providing personalised search options. With Google’s Shopping Graph, it can potentially expand to more brands and items in the future. This easy-breezy shopping experience is supported by Google’s Shopping Graph — an extensive collection of more than 35 billion product entries, vendors, trademarks, and available stock while Amazon has barely over 350 million products. Moreover, Lens helps you with shopping, allowing you to find and purchase products that catch your eye by simply taking a screenshot and exploring options. Besides, Google Lens can now be used to identify skin conditions by capturing or uploading a photo. This feature extends to other body concerns, such as lip bumps, nail lines, or hair loss, making it easier to find relevant information. When traveling, Lens becomes a valuable language translator, capable of converting street signs, menus, and other texts into over 100 languages. For students, Lens offers step-by-step help with problems in math, history, and science, supporting multiple languages for search results. Betting Big on Ads As per the latest information, search ads emerged as Google’s primary income generator in 2022. Out of the substantial sum of $279.81 billion that the company accumulated, an astounding $162.45 billion was derived from search ads alone. So, Google’s aim to mint money from AI-backed search is nothing surprising. Google and YouTube have launched two AI-powered ad solutions: Demand Gen and Video View. Demand Gen integrates high-performing videos and images into platforms like YouTube, YouTube Shorts, Discover, and Gmail. It offers an easy construction flow for advertisers to import successful assets into Google Ads and preview ad appearance. Advertisers can improve campaigns with customised creatives and audience segments. Video View campaigns maximise views across in-stream, in-feed, and YouTube Shorts, outperforming traditional cost-per-view campaigns. Following the path of Amazon, Google, highlights the sponsored products. It shows AI-written content at the top of search results, followed by sponsored and organic posts. Previously, Google believed in ranking content based on expertise, but it has now shifted towards using AI-generated answers. This change suggests that Google might be exploring ways to generate additional revenue, potentially by allowing websites to pay Google when their content is selected to generate an answer. So, welcome to Google 2.0. It is only going to get bigger and better. Read more: Why Graph Databases Remain Untapped
Google’s search dominance at 93% weakens against Microsoft’s 3% as OpenAI’s ChatGPT gains traction, but Google bounces back with AI-powered Search Generative Experience at Google I/O 2023, praised by beta users on social media
Google's search dominance at 93% weakens against Microsoft's 3% as OpenAI's ChatGPT gains traction, but Google bounces back with AI-powered Search Generative Experience at Google I/O 2023
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["AI", "machine learning", "ML", "generative AI", "ChatGPT", "OpenAI", "Aim", "Python", "R", "Go"]
Shritama (she/her) is a technology journalist at AIM who is passionate to explore generative AI with a special focus on big techs, database, healthcare, DE&amp;I, hiring in tech and more.