Google Works on Search Changes to Stay Ahead of AI Rivals
According to The New York Times, Google is currently working on search changes in response to the potential threat posed by artificial intelligence (AI) rivals. Samsung, one of Google’s partners, is reportedly considering making Microsoft’s Bing its default search engine instead of Google. This comes after Microsoft announced plans to integrate AI tools into Bing, following Google’s announcement of its own plans to launch AI-powered features for its search engine.
Internal messages from Google employees reviewed by The Times suggest that they were in a state of “panic” over the threat of Samsung potentially pulling the Google engine. Google has since started a project called Magi, which aims to update its search engine with more personalized features for every user. According to The Times, Magi will first update Google’s existing search engine using a team of 160 people.
Google spokesperson Lara Levin stated in a comment to The Times that “not every brainstorm deck or product idea leads to a launch, but as we’ve said before, we’re excited about bringing new A.I.-powered features to search, and will share more details soon.”
According to two insiders cited by The Times, Google formed a task force to combat its AI rivals a couple of weeks after ChatGPT was launched in November. In recent times, Google launched its own AI chatbot named Bard, which received a lukewarm response from users.
For years, Google has been engaged in AI research, and its London-based DeepMind lab is widely regarded as one of the world's best AI research centers. The company has been at the forefront of several AI initiatives, including self-driving cars and large language models used in chatbot development. In recent times, Google has utilized large language models to enhance the quality of its search results. However, Google has refrained from fully embracing AI due to the risk of generating false and biased statements.
A Google spokesperson emphasized that the company is constantly improving its search engine to provide users and partners with more compelling reasons to choose Google. Additionally, Android phone manufacturers are at liberty to adopt technologies from various sources to improve their users' experience.
Both Samsung and Microsoft have opted not to comment on this matter. As the battle for supremacy in the next significant industry trend continues, it is unclear whether Google can maintain its advantage over its AI competitors by enhancing its search engine.
Alan Herrera is the Editorial Supervisor for the Association of Foreign Press Correspondents (AFPC-USA), where he oversees the organization’s media platform, foreignpress.org. He previously served as AFPC-USA’s General Secretary from 2019 to 2021 and as its Treasurer until early 2022.
Alan is an editor and reporter who has worked on interviews with such individuals as former White House Communications Director Anthony Scaramucci; Maria Fernanda Espinosa, the former President of the United Nations General Assembly; and Mariangela Zappia, the former Permanent Representative to Italy for the U.N. and current Italian Ambassador to the United States.
Alan has spent his career managing teams as well as commissioning, writing, and editing pieces on subjects like sustainable trade, financial markets, climate change, artificial intelligence, threats to the global information environment, and domestic and international politics. Alan began his career writing film criticism for fun and later worked as the Editor on the content team for Star Trek actor and activist George Takei, where he oversaw the writing team and championed progressive policy initatives, with a particular focus on LGBTQ+ rights advocacy.