ChatGPT's 'accomplishment engine' is beating Google's search engine, says AI ethicist

Google's dominance in the search industry is not easily challenged. However, new AI features in search engines like Microsoft's Bing and startup competitor You.com are rapidly reshaping consumer expectations. As users demand more efficient search options, the search landscape is poised for a significant shift.

According to AI ethicist and You.com CEO Richard Socher, the search landscape has been influenced by various waves of Google alternatives and "hacks." For example, millions of users add "site:reddit" to their search queries to find authentic opinions and experiences from Reddit instead of commercial content optimized for Google. Furthermore, the rise of TikTok as a search alternative among Gen Z users, as well as the emergence of generative AI-like chatbots, have also challenged traditional search methods by surfacing social video content that doesn't come from Google-owned YouTube. Bing, You, and other search startups have incorporated these features, offering users a more personalized search experience.

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According to Socher, incorporating AI and chat in search is more than just a novelty. It has the potential to transform search engines into "accomplishment engines," helping users complete tasks more efficiently and avoid being overwhelmed by low-quality content or ads.

"Search engine optimization-driven low-quality content has diminished the value of search results," said Socher. "This has fueled consumer demand for better search experiences."

However, can generative AI and user control truly challenge Google's dominance in the search market? Socher believes that the key lies in innovation, user control, and strategic partnerships. He acknowledges that Google has built a significant advantage in its business, from owning the operating system, Android, and Chrome OS, to the browser, Chrome, and maintaining a $15 billion partnership with Apple as the default search engine on its devices. Nevertheless, he also points out that entrenched habits can change, citing the shift from using "Skype" as a verb to newer communication platforms like Zoom.

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Socher believes that Google needs help adapting to new paradigms, such as generative AI, due to its existing business model and dominant market position. Google's substantial profits from its ad-driven search engine make it challenging for the company to embrace innovative technologies that might disrupt the delicate balance of its revenue streams. As a result, Google faces the classic innovator's dilemma, being reluctant to fully commit to a new technology that could potentially cannibalize its core business. This hesitation creates an opportunity for competitors like You.com to leverage the latest AI advancements and offer users a more advanced and personalized search experience, thereby challenging Google's dominance.

Socher envisions a future where AI dramatically enhances search engines by integrating search, chat, and generative AI. This approach could create a more interactive and helpful user experience, going beyond the traditional list of links provided by search engines. Socher believes that by harnessing generative AI, search engines can better understand users' intentions and queries, providing more relevant and actionable results. These features could help users complete tasks more efficiently, such as generating images and essays or even building HTML websites directly within the search results.

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Socher also emphasizes the importance of AI in driving innovation within the search engine market. He notes that You.com is often the first to introduce novel AI capabilities, which other search engines later adopt. This continuous cycle of innovation attracts users who want to be at the forefront of AI technology and generates interest in platforms like You.com. By leveraging AI to deliver a more personalized and interactive search experience, Socher believes that search engines can effectively challenge the established players like Google and offer users a superior alternative for finding and accessing information online.

The discussion of generative AI inevitably leads to questions about the potential development of AGI, or artificial general intelligence. This term often refers to a superintelligent AI that could surpass human intelligence and pose an existential threat to humanity.

However, Socher takes a more pragmatic view, suggesting that the fears surrounding AGI are often exaggerated. He argues that large language models like generative AI would need to possess the desire or capability to develop a mind of their own. Drawing a comparison to the steam engine and the internet, Richard asserts that while these technologies have surpassed human capabilities in specific areas, they have not posed an existential threat to humanity. "Are [AGI fears] actually realistic? I really don't think so," said Socher. Watch the full interview to hear his full explanation.