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Google’s Rumored AI-Powered Search Overhaul Is Getting Marketers’ Attention

Google’s Rumored AI-Powered Search Overhaul Is Getting Marketers’ Attention


Ask Bard to name the challenges facing Google’s search engine, and it’s easy to point out some of Google’s new chatbots. It adapts to the ever-changing Internet landscape, provides users with relevant and accurate results, and protects user privacy. He also noted that what happens next with the tech giant’s AI ambitions could sustain the fourth-largest search market dominance.

According to a recent report, Google seems to be taking this challenge seriously.

Earlier this week, The New York Times reported that Google was planning a major change to its search engine. This includes more personalization, more AI, more advertising, and more ways to transact financially through search. Reportedly codenamed Magi, the project is part of Google’s strategy and could be a step ahead of Microsoft’s Bing in what SEO experts say is search’s most exciting time. I have.

Google’s plans to overhaul search with the addition of AI are still in hypothetical territory. But marketing and AI experts see this as an opportunity to vastly simplify what has become a cluttered, disjointed, and confusing product for Google.

There’s a joke in the industry, says David Shapiro, senior vice president of earned media at NP Digital. Where is the best place to hide a body?his second page in a google search.

When asked to comment on Google’s AI efforts and other plans to overhaul its search business, the spokesperson declined to provide details, but Google is improving search results and adding features like Lens and multi-search. He said he’s been adding AI to search for years to introduce new features.

We have done this in a responsible and helpful way to maintain the high standards we have set for providing quality information, a spokesperson told Digiday in an email. Not every brainstorming deck or product idea leads to a launch, but as I said before, we’re excited to bring new AI-powered features to search and more to come soon. To do.

Despite being seen as catching up to Bing in AI, Google still dominates the search advertising market. According to WARC, Google holds his 50.4% share of the search market in 2023, compared to just 5.2% for Bing. But a recent WARC survey of marketers found that only 53% plan to increase spending on Google, down from 59% last year, and 11% plan to increase spending on Bing. Turns out it was planned.

Depending on what Google does, a greater focus on brand building could lead marketers to rethink their SEO strategies after years of prioritizing performance marketing. According to Max Gomez, chief marketing officer at SEO agency The Hoth, advertisers currently don’t like long-tail keywords. However, a chat-based search platform could change that.

We see people asking Google a ton of questions now, and sometimes the information they get isn’t what they’re looking for, Gomez said. Matching user needs with brands becomes easier.

The possibilities are there, but so are the challenges. For example, Gomez said some clients are worried about AI stealing their content. Also, how does Google plan to monetize, whether adding too many ads to chat-based answers can disrupt conversations, how does Google deal with misinformation issues? There are still many questions about how to fix it.

Analysts and other experts point to many concerns about Google and its AI ambitions. For example, Bard has been found to still generate a high percentage of incorrect information when generating responses to users. According to a recent research report from Gartner, consumers expect AI to generate misinformation, but they don’t want companies to disclose whether AI is used to generate branded content. said he is still looking forward to There is also the risk that your brand will appear in AI-generated search results that consumers don’t trust, Gartner noted, with 85% of survey respondents not trusting their AI-generated search results at all. It turns out that they don’t, or they just trust them to some extent.

Gartner Senior Direct Analyst Nicole Green says AI should be seen as an augmentation of search, not a complement. Tools like ChatGPT, Bing, etc. still lack authenticity and citations, thus lacking truth and credibility. The behavior of users participating in AI chat is still different from their search behavior. The AI ​​chat feature is context- and destination-less.

The stakes are high for Google to get it right. Samsung is reportedly considering switching to Google for Bing as the tech giant’s native search engine. Meanwhile, analysts estimate that his three-year deal with Google and Apple is expected to expire later this year, which could open the door for Bing to squeeze its business. .

In addition to building trust and value in user perceptions of AI capabilities, Google may also consider adding payment capabilities, said James McDonald, WARC’s director of data, intelligence and forecasting. says. This is especially important because retail media now makes up a quarter of his search advertising market, he estimates, WARC.

Google has the means to reach consumers close to where they buy. Transforming that sales (as Amazon does efficiently) will give them the lead as the sector evolves further over the next decade, McDonald said.

Of course, Google and Microsoft aren’t the only companies developing new generative AI tools. Earlier this month, GoDaddy released a new AI tool for small businesses to generate content, and last week Mailchimp released a new feature in his AI-generated content for email marketing.

The AI ​​battle between Google and Microsoft could ultimately benefit many other generative AI companies, such as Jasper AI, which recently launched its own API. According to Jasper president Shane Orlick, the ongoing AI hype could increase exposure and push competitors to improve his Jasper AI. The better other companies’ technology gets, the better Jasper gets, he said, Orlick.




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