The Google search experience “will evolve substantively over the next decade,” according to Google CEO Sundar Pichai in a wide-ranging interview with The Wall Street Journal.
Why we care. AI has already changed Google search – and continues to do so. The question is how much Google search will change in the coming years and what it all means for the organic and paid channels.
Google Search in 10 years. How will large language models (LLMs) and chat (e.g., Bard) change search in the next decade? Is this the end of link-based search? Pichai said it’s tough to predict, but ultimately it will be about understanding what users want and helping them accomplish it:
Pichai was also asked whether the future Google Search may look more like “the original” Google (“10 blue links”) or Bard:
The role of AI chatbots in search. Google has been using LLMs to improve search quality and the search experience. Pichai wants to bring the modern LLM capabilities into search – but stopped just short of saying “search” will evolve into “conversation”:
Commercial potential. Pichai was elusive when asked what kind of commercial potential (e.g., Google Ads) he saw for LLMs and LLM search:
Bard vs. Search overlap. Pichai once again made the point that Bard is not a search product. But, ultimately, Google Search and Bard are searching the web to provide users with answers:
He also said Bard was an example of a time when being first “doesn’t matter”:
The interview. You can read edited excerpts from Pichai’s interview with The Wall Street Journal.
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