We’re all used to Google telling us how to achieve top rankings, how to produce good content for people, and, above all, how to provide great experiences.
It was in this context that ChatGPT arrived in full force, showing countless possibilities for content creation in different ways and changing future marketing trends. In a way, Google didn’t care much, believing that content created by people could never be replaced by content created by Artificial Intelligence.
However, with the success of ChatGPT and other AI tools rapidly developing and emerging, it became clear to the world’s largest search engine that something had to be done, pushing Google out of its comfort zone.
Larry Page and Sergey Brin, Google’s founders who left their roles at the company in 2019, had some AI projects and were called back by Google’s current CEO, Sundar Pichai, to resume them. One of these is a version of its search engine with chatbot features.
This shows that the topic is gaining more and more ground and is no longer optional. It’s necessary to offer daily Google users increasingly personalized experiences.
With the emergence of OpenAI, the company that created ChatGPT, Google felt insecure and vulnerable, forcing the giant to take action.
For a company of that size to realize its main product could be threatened by something it could have anticipated—after all, they had been working on it for a long time—shows us that even the biggest companies can “rest on their laurels” and think nothing can knock them off the podium.
Google needs to take its own advice and offer us richer experiences, with more interesting and engaging searches.
We are about to see the launch of ChatGPT-4, with trillions of parameters for searches and creations. In light of this, what can Google do to ensure its place isn’t secondary on the web?
Google’s plans for 2023
It’s important to remember that Google has brought us many innovations before, like voice search, for example. However, it’s also necessary for them to keep innovating.
With searches linked to chatbots that can be increasingly personalized as we use them, Google wants to position itself as the pioneer in these innovations and make sure we don’t forget it.
There are some internal tests underway at Google, such as LaMDA, a chatbot offered to several search engine users for testing.
“We continue to test our AI technology internally to ensure it is useful and safe, and we look forward to sharing more experiences externally soon,” said Lily Lin, a Google spokesperson, in a statement.
According to her, Artificial Intelligence will benefit people, businesses, and communities, and Google considers all the social effects their launches may cause.
In addition to launching its products this year, Google has also saved AI projects to offer to major software developers, including imaging technologies. There are also tools to help other companies create their own AI prototypes in web browsers, under the name MakerSuite.
It’s rumored that in May this year, the world’s most famous tech giant plans to announce a tool to make building smartphone apps with the Android system easier, called Colab + Android Studio, which will generate, complete, and correct code.
Additionally, throughout 2023, we’ll see the launch of numerous other solutions, with 20 products that include Artificial Intelligence.
Google, Artificial Intelligence, and the future of search
It’s possible that sooner than we think, searches will be optimized. We will never deliver better and more personalized content than that produced by people for people. The idea is for AI to help us in this process, not to replace us.
To bring improvements, Google itself has identified that copyright, privacy, and unreliable content are the main risks of AI technology, and therefore, actions such as filtering responses to remove protected material and preventing AI from sharing personally identifiable information will be necessary to reduce these risks.
Another point is that the company wants to block certain words to prevent hate speech and toxic content, as well as try to minimize other possible problems, as mentioned earlier. Google wants to ensure that its products and the implementation of effective chatbots in its search engine are truly positive changes for its users.
This will be good not only for regular search engine users but also for content creators, user experience (UX) professionals, SEO specialists, and others. Creating content strategies with AI—not to replace, but to collaborate and deliver the best to people—will be a great advantage for companies sharing content on the web.
Google and governments
Ultimately, Google wants governments around the world to review and audit its AI products, ensuring everything is correct. This is because the company was recently investigated by governments accusing it of anti-competitive business practices.
With that caution in mind, Google anticipated reports that “increased pressure on AI regulatory efforts due to growing concerns about misinformation, toxic content, bias, and copyright” is on its radar.
Google is taking all necessary steps to avoid problems in its upcoming launches.
All that’s left is to wait and see how, once again, Google will revolutionize search engines with efficient chatbots that will most likely impact our personal and professional lives.
