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Will AI Search Engines Dethrone Google?

This article delves into the potential of AI search engines to disrupt Google’s dominance in the search market, exploring regulatory actions, new AI-powered solutions, and Google’s response.

Published

3 months ago

September 5, 2024

AIinAsia

TL;DR:

Google’s dominance in the search market is being challenged by AI-powered search engines like SearchGPT and Perplexity.
Regulatory actions and the rise of AI search could impact Google’s market share.
AI search engines offer new ways to find information, but Google’s infrastructure and user base remain strong.

In the world of technology, few companies have achieved the level of dominance that Google has in the search market. The phrase “just Google it” has become synonymous with searching for information online. However, recent developments suggest that Google’s reign might be under threat. New AI-powered search engines like SearchGPT and Perplexity are emerging, and regulatory actions are challenging Google’s monopoly. Could these changes be enough to disrupt Google’s stronghold on search and search advertising?

The Rise of AI Search Engines

Google has been the undisputed king of search for over two decades. With over 90% of the search market, Google’s success is not just due to its product but also the strategic partnerships it has formed over the years. Google Search is the default search engine on most browsers, including Safari. However, both these aspects are now under threat.

“The regulatory actions will definitely impact those partnerships that Google has created and will shrink the market share,” says Roshat Adnani, managing director APAC at M&C Saatchi Performance. “However, a significant impact might happen because of the challenges faced at the product level. Open AI has changed consumer behaviour through ChatGPT, and SearchGPT might also have the potential to disrupt consumers’ search behaviour. There will be more AI-powered solutions that will continue to threaten Google.”

The Impact of Antitrust Rulings

Although Google was found guilty of antitrust violations, the full implications of this landmark decision are yet to be declared. Google has stated that it will appeal the verdict, and it’s unclear what the enforced remedies will be. The impact will differ based on how severe the required steps are.

“While the ruling may create some opportunities for competitors, I am not optimistic that they will develop a compelling enough alternative to significantly shift user preferences,” says Andrew Desmond, senior paid media director at Jellyfish. “Even if they do, they won’t just be competing against Google’s search product, they’ll be battling user inertia, which is a much tougher challenge. Until Google is no longer the default—whether by user choice or due to changes in contractual agreements with their various partners—they will continue to dominate.”

The Potential of AI Search

While Google may currently have a stronghold on the search market and search advertising, the rise of AI search is a growing threat. The speed at which OpenAI’s ChatGPT became mainstream demonstrates the potential of AI to disrupt the established order.

“Generative AI is revolutionising the search industry,” says Jim Yu, founder and executive chair of BrightEdge. “The emergence of AI-driven search engines was the first step towards opening up the search landscape to new entrants with the potential to disrupt Google’s stronghold, and now the antitrust ruling can serve as an accelerator.”

There is potential for newcomers like Perplexity and SearchGPT to break through to consumers. “The growth of AI search is indeed exciting and could potentially compete with Google, especially if it can solve some of the challenges we face with Google’s search engine,” says Arun Kumar, director of activation and experience, APAC, Assembly. “For instance, SearchGPT aims to prioritise high-performing, relevant content over a cluttered environment of advertisements, snippets, and untrustworthy SEO-optimised or AI-generated content, to establish a new standard for search technology.”

Google’s Response to AI Competition

Mindful of the competition in the AI search space, Google has already made moves to reinforce its position as the search leader by launching AI Overviews. An advanced search facility powered by generative AI, it combines multi-step reasoning, planning, and multimodality with Google’s best-in-class search systems. But will AI Overviews be enough for Google to maintain its market leader position and steer off the competition?

“We expect new entrants who are able to garner market share to co-exist with Google,” says Yu. “In order to do so, other AI-native engines will need to offer a better product or differentiate for specific use-cases, which we are starting to see with the SearchGPT prototype.”

In contrast to standard search engines that barrage you with links, SearchGPT provides straightforward, conversational responses supported by real-time data. The goal is to improve the speed, accuracy, and appeal of finding information. At the moment, SearchGPT is in the prototype stage and accessible to a select few testers. Both SearchGPT and Perplexity have a greater opportunity to compete with Google in the search landscape, but that will likely come through integrations.

“For instance, I expect that few users will go directly to SearchGPT anytime soon, but utilising Copilot on Bing (powered by OpenAI) could grow the chatbot’s market share more quickly than a standalone product,” says Eric Hoover, SEO director at Jellyfish.

The Main Obstacles for AI Search Engines

The main obstacles for AI search engines are accuracy and the potential spread of misinformation, meaning marketers and users must stay alert about the content they rely on. “We might see a future where different tools cater to different needs. For example, search engines used for general queries and AI-powered tools used for more intricate conversational searches,” says Adnani.

While both SearchGPT and Perplexity are strong contenders in the AI search category, Google still has the advantage of data, infrastructure, resources, and experience. “Google’s seamless integration across its services, like Gmail and Maps, sets a high standard for user experience and convenience that is hard to match,” adds Adnani. “Google is also actively investing in AI to improve its search capabilities. Thus, it is difficult to rule out Google.”

Google’s Dominance in Search Advertising

Google has built an integrated ad ecosystem—including Google Ads, YouTube, and the Google Display Network—which offers advertisers a comprehensive platform for reaching target audiences through an omnichannel approach. As to the Justice Department lawsuit, Google currently holds a dominant 70% share of the internet search ad industry and is estimated to have 39% of the global digital ad market. This means that it has a larger market share than its nearest competitor, Meta, and the combined market share of the next eight competitors.

It’s still early days, but as new entrants gain traction, we might see advertisers beginning to diversify ad spend across engines to better reach different audience segments. “We may also see competition drive innovation in ad formats and models,” says Yu. “Think more interactive ads, AI-driven personalisation, or new performance metrics, challenging Google’s current offerings.”

We’re also likely to see companies taking advantage of generative AI in new ways and expect to see a wave of innovations coming to search. “For example, the latest voice chat capabilities from OpenAI are very impressive and could lead to a completely new way of voice-activated searching,” adds Yu. “Similar to when the iPhone launched, it was impossible to predict that Uber may one day exist. The sky’s the limit as to what new ad formats might come from generative AI search.”

The Future of Search Advertising

However, for the foreseeable future, Google will continue to dominate search advertising. Google’s well-established infrastructure, devoted customer base, and superior product continue to pose serious obstacles for new competitors, even in the face of the growing popularity of AI search and possible competition from services like SearchGPT and Perplexity. Furthermore, Google is expected to monetise AI search results through shopping listings and sponsored adverts in the future, further solidifying its lead in search advertising even if AI search will become more common.

“While there may be some incremental changes due to the antitrust ruling or the development of AI search, a major shift in search dynamics or a significant increase in competitor market share in the near term is unlikely,” says Hoover. “Therefore, marketers should remain focused on optimising their strategies for Google as it will continue to be the primary platform for search advertising. Any substantial changes are more likely to occur after a final settlement from Google’s appeal, which could be years away.”

Comment and Share:

What do you think about the future of AI search engines? Will they be able to challenge Google’s dominance? Share your thoughts and experiences in the comments below. Don’t forget to subscribe for updates on AI and AGI developments.

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Google’s AI Overviews Go Global

Explore how Google’s AI Overviews are transforming search with AI technology.

Published

2 weeks ago

November 6, 2024

AIinAsia

TL;DR:

Google’s AI Overviews now reach over 1 billion users monthly in more than 100 countries.
The feature uses generative AI to enhance search results and connect users with relevant content.
AI Overviews support multiple languages and drive increased traffic to publishers, businesses, and creators.

The Future of Search is Here

Imagine searching for something on Google and instantly finding exactly what you need. No more sifting through countless websites or trying different keywords. This is now a reality with Google’s AI Overviews, which are transforming the way we search and discover information online.

What are AI Overviews?

AI Overviews use generative AI, a type of artificial intelligence that learns patterns from data and creates something new. In this case, it helps users find information more easily and connects them with relevant websites across the globe.

Global Expansion

Starting this week, AI Overviews will be available in over 100 countries, reaching more than 1 billion users monthly. This expansion includes support for multiple languages such as English, Hindi, Indonesian, Japanese, Portuguese, and Spanish.

“People prefer using Search with AI Overviews, and they find their search results more helpful.” – Srinivasan (Cheenu) Venkatachary, VP of Search Quality, Google

Benefits for Publishers, Businesses, and Creators

AI Overviews are not just beneficial for users; they also create new opportunities for publishers, businesses, and creators. Here’s how:

Increased Visibility: AI Overviews display relevant website links more prominently, both on desktop and mobile.
In-line Links: Google recently introduced in-line links within the text of AI Overviews, driving increased traffic to supported websites.
Ad Opportunities: Ads now appear in AI Overviews for relevant queries on mobile, helping businesses connect with users more effectively.

How AI Overviews Work

AI Overviews use advanced AI algorithms to understand the context of your search query better. Here’s a simple breakdown:

Understanding Intent: The AI tries to understand what you’re looking for.
Generating Overview: It creates a summary or overview based on relevant information from various sources.
Displaying Results: It shows you the overview along with links to relevant websites.

The Power of Generative AI

Generative AI is a game-changer in the tech world. It can create new content, like images, music, or text, after learning patterns from data. In the case of AI Overviews, it helps generate useful summaries that make searching more efficient.

The Road Ahead

With AI Overviews, Google is set to revolutionise the search experience globally. As AI continues to evolve, we can expect even more innovative features that enhance our digital lives.

Prompt: Explore AI Overviews

To see AI Overviews in action, try searching for something on Google. Look for the summarised information at the top of your search results. This is an example of AI Overviews at work.

Comment and Share:

What’s your experience with AI Overviews so far? How do you think AI will change the future of search? Share your thoughts and don’t forget to subscribe for updates on AI and AGI developments.

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Can You Spot AI-Generated Content? Recognising Patterns and Making Your Content Sound More Human

Uncover the secrets of spotting AI-generated content. Learn strategies to keep your content fresh and engaging.

Published

2 weeks ago

November 6, 2024

AIinAsia

TL;DR

Spotting AI-generated content can be particularly straightforward when you know the common patterns to look for.
AI-generated content often relies on repetitive, formulaic phrases, making it easy to identify.
Buzzwords and filler language reduce engagement and can make content feel impersonal.
Using too many transitional and generic statements dilutes authenticity and trust.

Customising content with specific examples and avoiding overused phrases creates stronger connections.

Can You sSpot AI-generated Content?

Artificial intelligence is reshaping content creation, offering speed and scale but occasionally at the cost of authenticity. Recognising common AI language patterns is becoming essential, as formulaic phrases can make text sound generic. In this article, we’ll explore how to spot these patterns and share strategies to keep content fresh and engaging, giving it a truly human touch.

Why Recognising AI-Sounding Language Matters

For professionals in writing, marketing, and strategy, understanding these language patterns can transform how they engage audiences. The issue isn’t with AI itself but with how certain language choices create a “default” AI tone. This often gives readers a sense of being spoken at rather than being spoken to, which can erode connection and reduce engagement.

Identifying AI language Through Recognisable Patterns

AI writing tools often streamline content creation with structured language, yet this leads to certain words, phrases, and sentences that feel familiar—and not always in a good way. Here’s a breakdown of some of the most recognisable phrases and suggestions for making content more genuine.

1. Overused Buzzwords and Phrases

AI-generated content is often littered with impressive-sounding industry buzzwords that lack substance and sound repetitive. These include:

“Revolutionise,” “Transform,” or “Next-generation”
“Cutting-edge” or “State-of-the-art”
“Leverage” and “Optimise”
“Game-changing”

Such words aim to be impactful but often feel empty. Replacing them with specific, concrete language improves readability and credibility, avoiding the impression of a polished but hollow message.

2. Vague or Redundant Expressions

Some AI phrases aim to create flow but can feel redundant and overly polished, including:

“Ultimately,” “All in all”
“It’s important to note”
“It is worth mentioning”

These expressions often pad out content without adding value, making readers feel as though they’re getting “filler” instead of real insight. Keeping sentences lean and purposeful can significantly improve the reader experience.

3. Overly Polished Transitional Phrases

AI tools often rely on polished transitional phrases, which link ideas but can feel formulaic. Phrases like:

“Consequently,” “Furthermore,” and “Additionally”

are useful in moderation but can quickly make content sound mechanical. Instead, try using informal links or even questions to guide readers naturally through ideas, enhancing engagement and making content flow more naturally.

4. Generic Sentence Starters

AI-generated content often begins sentences with broad statements that feel detached. Examples include:

“Many people believe…”
“There are many ways…”
“It is widely known that…”

These vague openers risk losing the reader’s attention. Human writers typically offer specific insights or intriguing details from the start, which readers find more engaging.

5. Impersonal General Statements

AI often uses broad phrases to create context but can come off as detached and impersonal. These include:

“Some would argue…”
“From a broader perspective…”
“It has been observed that…”

Personalising content with unique insights or actionable information creates a stronger sense of connection with the audience, keeping readers interested and engaged.

6. Repetitive Explanations

AI tends to repeat phrases to simplify content, but it often feels redundant. Examples include:

“To put it simply…”
“This can be broken down into…”
“What this means is…”

These phrases become repetitive quickly, losing their intended clarifying effect. Instead, using precise language and avoiding unnecessary repetition ensures content stays engaging and valuable.

7. Common AI Phrasing in Descriptions or Analyses

When explaining ideas, AI often sticks to predictable phrases that sound clinical. These include:

“This has led to an increase in…”
“The primary benefit of this approach is…”
“There are several factors to consider”

Human writers can create more engaging analysis by using fresh phrasing or offering new perspectives on familiar topics.

8. Filler Language and Informational Add-Ons

AI-generated text often includes filler language that, while aiming to create interest, tends to dilute the message:

“An interesting fact is…”
“Did you know that…”
“One thing to consider is…”

Readers value conciseness and relevance, so cutting filler phrases helps keep the focus on meaningful content that adds real value.

What Happens When You Use Words and Phrases Like This Already?

Using these patterns can have a noticeable impact on content effectiveness, sometimes negatively influencing reader perception, trust, and engagement.

1. Reduced Reader Engagement

Buzzwords and vague phrases may catch initial interest but can lead to disengagement. If content seems to lack depth, readers may stop reading before reaching the main message.

2. Loss of Trust and Authenticity

Readers value authenticity, and over-relying on generic phrases can make content feel detached or even inauthentic. This perceived lack of connection can lower reader trust and lessen the impact of your message.

3. Diluted Brand Voice

Every brand has a unique voice, and AI-sounding language can drown it out, creating a message that feels like everyone else’s. Readers connect more deeply with distinctive, authentic voices that are not simply repeating industry-standard language.

4. Reduced SEO and Long-Term Impact

As search engines evolve, they prioritise content demonstrating “expertise, authoritativeness, and trustworthiness.” Formulaic language risks sounding less credible, which can reduce ranking effectiveness over time. Search engines reward high-quality, engaging content, and AI-sounding text can struggle to meet these standards.

Crafting Authentic, Human-Centred Content

Identifying and avoiding these common phrases lets brands and professionals focus on what matters—connecting with their audience through authenticity, relevance, and value. Here’s how to avoid the pitfalls of AI-sounding content:

Prioritise Specificity

Replacing generalities with examples or data points boosts credibility. Instead of “Data-driven insights drive growth,” say, “Brands using consumer-focused insights have seen a 30% boost in engagement.”

Vary Sentence Structure

AI often produces repetitive structures, making content feel monotonous. Varying sentence length and style keeps readers interested, creating a rhythm that feels human.

Limit Transitional Phrases

Instead of stock transitions, experiment with questions or informal links to create natural flow, allowing ideas to connect without sounding forced.

Add Personal or Unique Insights

Adding original insights can elevate writing, making it relatable and distinct. Readers value authenticity, so expressing a unique perspective or anecdote adds value and fosters connection.

The Role of SEO in Human-Centred Writing

While AI-generated content may rely on keywords for SEO, a balanced approach keeps content engaging without compromising readability:

Relevance: Focus keywords on the reader’s search intent and integrate them naturally into the content flow.
Keyword Variation: Human writers can use keyword variations to avoid repetition, maintaining relevance while keeping the text fresh.
SEO in Headings: Using keywords naturally in descriptive headings improves readability and search ranking.

Final Thoughts

As AI technology advances, understanding language patterns helps professionals humanise content, avoid formulaic language, and keep audiences engaged. Recognising these patterns can guide content creators in connecting with readers in a memorable, relatable way.

Join the Conversation

Can you spot when a piece of content was generated by AI? What phrases make you immediately suspicious? Share your thoughts and join the discussion on how we can make content more human! And don’t forget to subscribe for updates on AI and AGI developments!

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Revolutionising Search: ChatGPT’s New Web Capabilities

ChatGPT’s web search revolutionises information access with real-time answers and sources, benefiting users and publishers alike.

Published

2 weeks ago

November 5, 2024

AIinAsia

TL;DR:

ChatGPT now offers web search for real-time answers and sources.
Collaborations with news providers ensure current information.
Available now for ChatGPT Plus and Team users, with a wider rollout planned.
Over 100 million users benefit from this upgrade.
Enhances user experience with a conversational interface and direct sources.

Imagine having the latest news, sports scores, or stock quotes right at your fingertips, all through a friendly chatbot. That’s the power of ChatGPT’s new web search capabilities. This groundbreaking feature combines the ease of natural language interaction with the strength of real-time web information. Let’s explore what this means for you.

Effortless Web Search with ChatGPT

ChatGPT can now search the web based on your queries, providing timely answers with relevant sources. This means you can ask questions in a natural, conversational way, and ChatGPT will respond with information from the web. No more digging through multiple links to find what you need.

How It Works

Automatic or Manual Search: ChatGPT decides to search the web based on your question, or you can manually trigger a search.
Follow-Up Questions: Ask follow-up questions, and ChatGPT will consider the full context of your chat to provide better answers.
Direct Sources: Chats now include links to sources, so you can learn more directly from news articles and blog posts.

Partnering for Quality Information

To ensure you get the most accurate and up-to-date information, ChatGPT has partnered with leading news and data providers. This includes categories like weather, stocks, sports, news, and maps.

“ChatGPT search promises to better highlight and attribute information from trustworthy news sources, benefiting audiences while expanding the reach of publishers like ourselves who produce premium journalism.”

Pam Wasserstein, President, Vox Media

Benefits for Users and Publishers

For Users

Better Answers: Get useful answers with less effort.
Conversational Interface: Ask questions naturally and get context-aware responses.
Direct Sources: Click through to original sources for more in-depth information.

For Publishers

Broader Audience: Reach more users through ChatGPT’s search interface.
Innovative Partnerships: Collaborate with OpenAI to test new innovations while safeguarding journalism’s integrity.

“We are convinced that AI search will be, in a near future and for the next generations, a primary way to access information, and partnering with OpenAI positions Le Monde at the forefront of this shift. It allows us to test innovations at an early stage while safeguarding journalism’s core values and integrity.”

Louis Dreyfus, CEO & Publisher of Le Monde

The Technology Behind It

The search model is a fine-tuned version of GPT-4o, post-trained using novel synthetic data generation techniques, including distilling outputs from OpenAI o1-preview. ChatGPT search leverages third-party search providers, as well as content provided directly by partners, to deliver the information users need.

Availability and Future Plans

Search will be available at chatgpt.com, as well as on desktop and mobile apps. All ChatGPT Plus and Team users, along with SearchGPT waitlist users, have access today. Enterprise and Edu users will get access in the next few weeks. The rollout to all Free users will happen over the coming months.

What’s Next?

Improved Search: Plans include enhancing search in areas like shopping and travel, leveraging the reasoning capabilities of the OpenAI o1 series for deeper research.
Expanded Access: The new search experience will be brought to Advanced Voice and canvas, as well as to Free and logged-out users in the future.

How to Use ChatGPT Search

Prompt: Asking for Real-Time Information

To get the most out of ChatGPT’s new search capabilities, you can ask questions that require real-time information. For example:

Prompt: “What are the latest football scores?”

Rationale: This prompt leverages ChatGPT’s ability to fetch real-time data, providing you with the most current information available.

Impact on the AI Landscape in Asia

The introduction of ChatGPT’s web search capabilities has significant implications for the AI landscape in Asia. With over 100 million users benefiting from this upgrade, the region is poised to see a surge in AI adoption and innovation.

Case Studies and Examples

Education: Students can now access real-time information for their projects and assignments, enhancing their learning experience.
Business: Professionals can stay updated with the latest market trends and news, making informed decisions quickly.
Media: Publishers can reach a broader audience, ensuring their content is accessible to more users.

By integrating ChatGPT’s web search capabilities, users can now access real-time information effortlessly, while publishers gain new opportunities to reach a broader audience. This groundbreaking feature is set to transform how we interact with AI, making information more accessible and engaging.

Comment and Share:

What do you think about ChatGPT’s new web search capabilities? How will this feature change the way you access information? Share your thoughts and experiences in the comments below. Don’t forget to subscribe for updates on AI and AGI developments. We’d love to hear your stories and insights on how AI is shaping your world!