The text discusses the frustration users have with Google Search due to automated summaries, sponsored content, and tailored spam. It introduces Bing, a new search engine powered by an A.I. chatbot called Bing A.I. Bing A.I. can generate its own answers instead of directing users to external sites. It offers a more interactive and conversational search experience, allowing users to communicate in sentences rather than keywords. While Bing A.I. provides convenience, it poses challenges for content creators as it bypasses the need to visit websites directly. The widespread adoption of A.I. tools like Bing A.I. may lead to a cycle where websites’ business models collapse, resulting in a lack of fresh and reliable content. This, in turn, may lead to an influx of A.I.-generated spam and a shift towards valuing non-automated content as an artisanal product. The text also mentions Google’s release of its own A.I. chatbot, Bard, which is seen as complementary to Google Search and reflects the threat A.I. poses to the company’s current model.
| Signal | Change | 10y horizon | Driving force |
|---|---|---|---|
| Microsoft launches Bing A.I. chatbot | From traditional search to AI-generated answers | More reliance on AI-generated answers | Competition and desire for convenience |
| Bing A.I. acts as a powerful librarian | From search engine to information aggregator | Users receive curated information from various sources | Desire for convenience and efficiency |
| Bing A.I. limits user agency | From user-driven search to passive reliance on AI | Users rely on AI to decide information worthiness | Desire for convenience and efficiency |
| Bing A.I. poses challenges for content creators | From content creation to AI-generated content | Content creators face more challenges to monetize their work | Widespread adoption of AI tools |
| A.I. tools for office workers announced | From human-generated content to AI-generated content | Increase in AI-generated content, potential for “textual hyperinflation” | Desire for efficiency and automation |
| AI-generated content may lead to information glut | From human-generated content to AI-generated content | Potential for overwhelming amount of AI-generated content | Increase in AI tools and automation |
| Non-automated text becomes an artisanal good | From mass-produced content to sought-after quality content | Increased value placed on non-automated, high-quality content | Desire for authentic, unadulterated information |