We’re all used to Google telling us how to rank well, how to produce good content for people, and delivering good experiences to them.
It was then that ChatGPT arrived in full force, showing countless possibilities to create content in different ways and changing future marketing trends.
In a way, Google didn’t care so much, knowing that content created by artificial intelligence could never replace content created by people.
However, the success of ChatGPT and other artificial intelligence tools took Google out of its comfort zone.
Google’s Current Direction
Google’s current CEO, Sundar Pichai, called Larry Page and Sergey Brin, founders of the company who left their positions in 2019.
Larry and Sergey had initiated some artificial intelligence projects and were invited to resume them. One of them is a version of Google’s search engine with chatbot capabilities.
This shows us how this theme really gains more and more space. It is necessary to offer people who perform daily searches on Google increasingly personalized experiences.
With the rise of OpenAI, the company that created ChatGPT, Google felt compelled to act in earnest.
Google realized that something they might have been working on for a long time could threaten their biggest product.
This realization shows that even large companies can get comfortable and think that nothing can take them off the podium.
To offer ever-richer experiences, Google needs to take its own advice and provide us with more interesting and attractive search results.
ChatGPT-4, with trillions of parameters for searches and creations, is soon to be launched. This begs the question, what actions can Google take to ensure its dominance on the web?
Google’s Plans for 2023
We must remember that Google has brought us many innovations before, such as voice search. However, they need to continue innovating.
With searches linked to chatbots that can become more and more personalized, Google wants to position itself as the company that pioneered these innovations. And, more importantly, do not allow us to forget it.
There are some tests being carried out internally at Google, such as LaMDA, a chatbot offered to a number of search engine users for testing.
“We continue to test our AI technology internally to ensure it is useful and secure, and we look forward to sharing more experiences externally soon.”, said Lily Lin, a spokeswoman for Google, in a statement.
According to her, artificial intelligence will benefit people, companies, and communities and Google considers all the social effects that its launches can cause.
In addition to launching its products this year, Google has saved Artificial Intelligence projects that it intends to offer to large software developers, including imaging technologies.
There are also tools to help other companies to create their own prototypes of Artificial Intelligence in internet browsers, called MakerSuite.
In May, the world’s most famous technology giant plans to announce a tool that facilitates the construction of apps for smartphones with the Android system. The tool, called Colab + Android Studio, generates, completes, and corrects codes.
Throughout 2023, Google will launch numerous new solutions, including 20 products featuring artificial intelligence.
Google, Artificial Intelligence and the Future of Search
Searches may become more optimized sooner than we previously thought.
As marketers, we can never provide superior, customized content without getting it from individuals, for individuals. Artificial intelligence should aid us in this process, not supplant it.
To bring improvements, Google itself has already identified that copyright, privacy, and unreliable content are the main risks of AI technology.
Therefore, actions such as filtering responses to eliminate protected material and preventing AI from sharing personally identifiable information will be necessary.
Another point is that the company wants to block certain words to avoid hate speech and toxic content, in addition to trying to minimize other possible problems, as mentioned above.
Google wants to make sure that its products and the implementation of effective chatbots in its search engine are really positive changes for its users.
This will be good not only for regular search engine users but also for content creation, user experience and SEO professionals, among others.
Developing content creation strategies with artificial intelligence, not for replacement but as an aid, will be a great turning point for companies that share content online.
Ultimately, Google wants the world’s governments to look over its AI products and audit them, verifying that everything is correct. That’s because the US recently sued the company, accusing it of anti-competitive business practices.
Google has proactively acknowledged reports indicating that it is keeping an eye on “growing concerns about misinformation, harmful content, bias, copyright.” This may result in heightened regulatory efforts for AI, so caution is advised.
We can only wait and see how, once again, Google will revolutionize search engines with efficient chatbots that, most likely, will increasingly impact our personal and professional lives.
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