How does all of this work? Generative AI essentially works as a magic trick. The AI is trained by “reading” everything that’s available on the open web, and uses that information to formulate answers to questions in a conversational tone.
The multi-million dollar question is whether the links on the right, which I’ve circled below, will ever get clicks.Google tries to suggest it really will generate clicks, since the tech company is trying to be transparent about where it’s getting all this information. But I’d argue this is like suggesting that people will click on Wikipedia’s sources, which are sitting at the bottom of each online encyclopedia entry.
Those eyeballs are what make the commercial web profitable for content creators and it’s hard to see many websites surviving such a profound change to Google’s most important product. Again, I’d say this is like a nuclear bomb that’s about to drop on the web, given Google Search has about 89% market share in the U.S. and roughly 94% market share worldwide.
Some critics of AI insist that this technology is little more than hype. And I don’t doubt that some of the promises being made about the technology won’t work in exactly the way they’re being sold. ChatGPT is notorious for giving bad information that it just invents, sometimes even creating completely fictional articles and research papers to back up its mistakes—something called “hallucinations” by AI researchers. But that concern is really beside the point.
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