The AI Search Revolution – Beyond “Googling It”

In the not-so-distant past, when faced with a question or curiosity, our reflex was to “Google it.” We would type a few keywords into the search bar, hit enter, and sift through pages of results. However, times are changing, and a revolution is underway—one that promises to redefine how we seek information on the internet. The verb “Google it” is now transforming into “AI it,” which has far-reaching implications for the world of internet search as we know it.

ChatGPT and Claude 3.5 are two AI-powered search engines that quietly disrupt the status quo. Unlike their keyword-centric predecessors, these models understand context, intent, and nuance. Ask them a question, and they respond as if engaged in a conversation. No more rigid queries; just natural language interaction that instantly provides accurate answers.

The semantic web, the dream of a web where machines understand content, is evolving, powered by GenAI (Generative AI). Instead of relying solely on keywords, GenAI dives into vast datasets, grasping meaning and context. It’s not just about finding relevant pages; it’s about delivering precise answers, rather than pages of results as traditional search engines do, valuing content richness rather than repetitive keywords.

But here’s the catch, GenAI learns from vast amounts of data, including it seems from copyrighted material. It is like a student studying from textbooks, some of which are protected by copyright. Recently, lawsuits have cropped up alleging infringement by such systems that could not have known the answers to questions unless they had used copyrighted texts to learn from. The delicate balance between innovation and intellectual property rights remains a challenging equilibrium to maintain, and the question of how we teach AI without stepping into legal areas of copyright infringement looms large.

For years, Google ruled the search engine kingdom. Its “Google it” mantra echoed across the digital landscape. However, GenAI is knocking on the door and challenging Google’s dominance as a marketing tool, which, by virtue of people “googling it,” generates billions of dollars in ad revenue. Perhaps the future lies in hybrid models, combining AI’s precision with Google’s familiarity. Either way, the search giant must adapt rapidly or risk fading into history.

As GenAI becomes our go-to oracle, it is clear that we need stricter oversight. IP laws must protect creators while allowing AI to flourish, and policymakers need to be on the pulse of this technology with adaptive, informed legislation.

As the founder and chairman of the world’s largest IP firm, AGIP, I say this should be done in a wise, informed manner that does not trample on creativity and ownership. The internet is rapidly changing, and we need bright minds that understand this technology, how to fully harness it, and who can develop vibrant ecosystems that protect everyone and allow it to flourish.

I wouldn’t say that the days of “googling it” are totally numbered. Rather, the days of AI innovation are here, and big tech companies need to take heed and fully embrace it if they want to retain market share and stay relevant in our digital future.