AI is Revolutionizing Search but Also Bringing a Major Problem

Will GenAI change the way how Google engine works now?

The internet is currently facing a crisis, with artificial intelligence (AI) being seen as the main culprit. For decades, when seeking knowledge online, Google search has almost become the go-to option. We enter keywords and then click on the links the search engine provides. The search function has nearly monopolized our information retrieval behavior to the point where we rarely question its authenticity.

However, artificial intelligence is rapidly changing everything. A new generation of AI-powered "answer engines" is gradually emerging, which can provide us with the information we need more conveniently by directly providing answers rather than making us laboriously browse through various page links. At the same time, AI-generated content is abundant on the internet, varying widely in quality. This content pollutes search results, significantly diminishing the utility of traditional search.

The impact of this shift could be profound. Ethan Mollick, an associate professor at the Wharton School of the University of Pennsylvania, points out that the way we search for information using search engines can almost be completely replaced by systems driven by the new generation of large language models. Mollick has recently gained fame for analyzing these AI systems.

While this may be good news for consumers, it could also completely disrupt the delicate balance between publishers, tech giants, and advertisers on which the internet has long relied. Mollick states that AI agents help eliminate chaos in information retrieval, but research indicates that they also lead people to no longer need to click on the websites they rely on to get answers. Once traffic decreases, many publishers' business models may be at risk of collapse. These publishers provide valuable, artificially generated information online.

American tech journalist Christopher Mims has been testing a new, free AI-driven search engine browser called ArcSearch on his iPhone. When he enters a search query, ArcSearch first identifies the six best websites containing information on the topic and then "reads" and summarizes their content using artificial intelligence.

It's like having an assistant that quickly and concisely connects Google search results with the user. ArcSearch saves a tremendous amount of time, so once most people try it, they will never want to return to the old way of browsing web pages.

Although the user experience of ArcSearch is very convenient, Mims feels somewhat guilty. Because he often settles for the answers provided by ArcSearch without clicking on the website links it summarizes. ArcSearch's developers gain free resources, including user attention, while users get the necessary information. However, content creators who produce this information receive nothing. The company behind ArcSearch did not respond to requests for comment on what its browser means for the future of the internet. The company's CEO has previously stated that he believes their product may change the status quo, but he is still determining exactly how.

Last December, The New York Times filed a lawsuit against Microsoft and OpenAI on copyright infringement issues. The New York Times alleges that these tech companies used its content to develop their AI products without permission. In its complaint, The New York Times states that these AI tools diverted traffic that should have gone to The New York Times website, thereby infringing on the company's advertising, licensing, and subscription revenue.

OpenAI, on the other hand, argues that the company is committed to working with content creators to ensure they benefit from AI technology and new revenue models. Currently, negotiations on content usage licenses have been conducted with some publishers.

With the rise of AI agents, the activity of once-thriving coding Q&A website Stack Overflow is gradually declining. According to data released in August last year, a month after OpenAI released GPT-4, Stack Overflow's traffic dropped by 14%. GPT-4, as an AI tool capable of generating code, undoubtedly poses a challenge to traditional Q&A websites. (The user will still use Google to shop. If I want to sell my server RAM, most likely, I won't ask ChatGPT instead, I will search "Sell RAM")

Stack Overflow's head of public relations, Matt Trocchio admitted, "Last year, the popularity of AI-generated tools continued to rise, especially those targeting simple questions, which undoubtedly had a significant impact on the traffic of websites like Stack Overflow." However, he also pointed out that the data sources for these large language models are websites like Stack Overflow. To address this challenge, Stack Overflow announced a 28% layoff in October last year and launched its own AI programming assistant, OverflowAI.

Meanwhile, Mollick predicts that websites like Reddit may become the next target of AI agents. Reddit is known for its unique community atmosphere and genuine interpersonal interactions. A Reddit spokesperson emphasized, "AI tools can never replace Reddit's real community and relationships. Our community-first model conveys trust because it is a place where real people share and communicate about their passions and life experiences." Reddit plans to go public in March this year.

Some tech pioneers have fully relied on AI agents to handle various aspects of life. However, the massive investments behind these AI tools, such as OpenAI's ChatGPT, Jeff Bezos-backed AI search startup Perplexity, Google's GeminiAI, and Microsoft's Copilot, may be paving the way for the future predicted by Mollick.

Although Liz Reid, Google's search business manager, has stated that the company expects people not to suddenly switch to AI-driven chat-based search, Google is vigilant about the threat of AI search. To address this challenge, Google is reallocating manpower and resources to respond to the opportunities and threats posed by AI and is quickly launching new AI products.

Among them, Google's "Search Experience Generator" is one of its latest attempts. This product combines AI-generated summaries with traditional search results to give users richer and more comprehensive information. In an interview, Sundar Pichai, CEO of Google, emphasized, "Users are not just looking for summaries or answers provided by AI; they are more concerned about the richness and diversity of information available on the internet. Our approach prioritizes this balance, and data also shows that users highly value this experience."