June 14th, 2024 | 5:04

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Google's Sundar Pichai addresses the evolution of search with artificial intelligence

Mairenis Gomez

May 21, 2024 | 9:34 p.m.

Google CEO Pichai addresses the AI ​​revolution in web search and its impact on the digital ecosystem.

Artificial intelligence is rapidly transforming how we access information on the web. In a recent interview, Sundar Pichai, CEO of Google, delved into the advances of AI and the future of internet search. The implementation of AI in Google products is changing the dynamics of the web, generating both excitement and concern among content creators and the users.

The impact of AI on search and user experience

During the Google I/O conference, the company announced the introduction of “AI Overviews” in searches. This advancement allows users to get AI-powered results at the top of the search page for various queries. Pichai described this feature as “letting Google search for you,” which promises to improve efficiency and accuracy when searching for information.

This change, however, raises important questions about the web ecosystem. Traditionally, Google has functioned as an intermediary that drives traffic to websites through links. This traffic is essential for website owners to monetize their content and maintain their platforms. The new dynamics of AI could disrupt this flow, retaining traffic within Google's own results and negatively affecting websites that depend on these visits.

Challenges and tensions in the digital ecosystem

The main concern among content creators is that Google's retention of traffic, through AI, could harm the internet ecosystem. The News/Media Alliance, which represents several news publishers, has called this change "catastrophic" for their traffic.. If users get all their answers directly from Google, the incentive to visit other websites decreases, which could affect the production of new, original content.

Pichai, however, argues that the implementation of AI in search is designed to add value to users.. According to him, these new features are not only useful, but can also increase engagement with links within AI-generated previews. Despite this, it is unclear how those who create the content in the first place will benefit.

The balance between innovation and sustainability of content

The integration of AI into web search is at an early stage, and its long-term impact remains to be seen. Pichai acknowledges that the web has gone through numerous disruptive transformations before, such as the shift from desktop to mobile, and that similar concerns have always arisen. However, he remains optimistic about the future of the web and believes human curiosity and demand for high-quality content will continue to drive growth.

To ensure a healthy digital ecosystem, it is crucial to find a balance between content innovation and sustainability. Pichai highlights that Google is committed to working with content creators and finding solutions that benefit all parties involved. As AI technology continues to advance, it is essential that digital platforms find ways to support and value original content.

Artificial intelligence in web search

The path to a balanced digital future

Without a doubt, the advance of artificial intelligence in web search promises to transform the way we interact with information. While there are legitimate concerns about its impact on the internet ecosystem, there are also opportunities to improve the user experience and encourage the creation of quality content. The key will be how platforms like Google handle this transition and their ability to balance the interests of users and content creators.

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