We’re all used to Google telling us how to rank well, how to produce good content for people and give them good experiences.
It was then that ChatGPT arrived in full force, showing countless possibilities to create content in different ways and changing the future marketing trends. In a way, Google didn’t care so much, knowing that content created by people could never be replaced by content created by artificial intelligence.
However, with all the success of ChatGPT and other artificial intelligence tools developing and emerging with great success, it was clear to the world’s largest search engine that something had to be done and this took Google out of its comfort zone.
Larry Page and Sergey Brin, founders of Google who left their positions at the company in 2019, had some artificial intelligence projects and were called by the current CEO of Google, Sundar Pichai, to resume them. And one of them is a version of its search engine with chatbot capabilities.
This shows us how this theme really gains more and more space and it is no longer an option to be left aside. It is necessary to offer those who do daily searches on Google increasingly personalized experiences.
With the rise of OpenAI, the company that created ChatGPT, Google had to be scared and vulnerable in order to act in earnest. Realizing that their biggest product may be being threatened by something they could have been working on for a long time, shows us that even large companies can get comfortable and think that nothing can take them off the podium.
Google needs to take its own advice and offer us ever richer experiences, with interesting and more attractive searches.
We are about to see the launch of ChatGPT-4, not with billions, but now with trillions of parameters for searches and creations. So, what can Google do to make sure its place is not secondary on the web?
Google’s plans for 2023
It is necessary to remember that Google has brought us many innovations before, such as voice search, for example. However, they also need to continue innovating.
With searches linked to chatbots that can become more and more personalized as searches are carried out by us, Google wants to position itself as the company that pioneered these innovations. And potentially more importantly, not allow us to forget it.
There are some tests being carried out internally at Google, such as LaMDA, a test 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 that Google considers all of 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, with the name of MakerSuite.
It was also said that in May of this year, the most famous technology giant in the world also intends to announce a tool to facilitate the construction of apps for smartphones with the Android system, called Colab + Android Studio, which will generate, complete and correct codes. In addition, we will have the launch of numerous other new solutions, including 20 products featuring artificial intelligence and they will be launched throughout the 2023.
Google, Artificial Intelligence and the Future of Search
It is possible that sooner than we imagined, searches will be increasingly optimized. We, as marketers, will never deliver better, personalized content without creating it by people, for people. Artificial intelligence should assist us in this process, not replace it.
To bring improvements, Google itself has already identified that copyright, privacy and unreliable content are the main risks of AI technology and that, therefore, actions such as filtering responses to eliminate protected material and preventing AI from sharing personally identifiable information will be necessary to reduce these risks.
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 to help and deliver the best to people, will be a great point for companies that disseminate content on the web.
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 company was recently investigated by governments that accused the company of anti-competitive business practices.
With that caution in mind, Google anticipated reports that “increased pressure on Al’s regulatory efforts because of growing concerns about misinformation, harmful content, bias, copyright” is on its radar, so caution is in order.
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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