The Exchanges

Q speak. Uh, it takes the search from typical keyword searches to something somewhat more conversational. Uh, do you think that the future of search is going to be AI mode style, or is it gonna be both? Because When I've thought about generative, uh, generative AI, ChatGPT, you know, in the early days, I've always thought it's different use cases than traditional search. So how does Google think about it?

A I think there's a large spectrum of, um, questions that people ask, right? Um, if all you wanted to do is get to big technology, you don't have to go have a conversation about it. You're just going to continue to type in the keyword, navigate to the site, right? Um, other times you have harder tasks. Those are the ones that invite more of that conversational style. Um, but sometimes it's not black and white. Somebody asks a question that they think is a quick question and then they get inspired and then they continue the conversation. Um, we were coming up here, uh, And we were wondering how fast the elevator is up to the top. It's pretty fast is the, is the short answer, right. Um, so we gave a response. Then, then I ran and went and read an article about how they said they, they changed the speed of it, um, to actually allow more people to get up to the, um, uh, exploratory deck, um, on One World Trade Center. So I learned about it. Then I had another question to ask. And so I think it came in with a quick fact But then it evolved into a longer conversation. Um, and so I think the thing about search is it's a very broad space, and so there's all different types of questions, and so I don't think use cases are all one or the other. Um, I think we'll see people interact fluidly. I also don't think it's just text, right? You said, is it quick or not? Um, we've rolled out search …

AI assessment note: “I don't think use cases are all one or the other.”

Q Well, then why are we gonna have two different experiences? Is there a point where Google's technology gets smart enough that if I type in, let's say, big technology, it's like, oh, you want the link? Here's the link. Or if I type in a longer query, it should maybe have some understanding of the intent there and answer longer.

A Yeah, I think we, um, absolutely attempt, you know, continue to evolve to try and adapt it. Um, to some degree, that is what the main search page has historically done. Um, we've had image search, which says, okay, if you want a few images, you get them on the main search page, but if you want to dive in deeper, you can go to image search. Right now, that's the way AI mode is really is, okay, if you don't, if you just have a question, you shouldn't have to think about it. Just go to search, ask your question. If you want to dive in deeper, then you can engage with AI mode, um, and we'll see how they both evolve. Does AI mode continue to grow? Um, does the main search take in more of AI mode capabilities and evolve? We'll see where they end up.

AI assessment note: “Right now, that's the way AI mode is really... we'll see how they both evolve.”

Q The thing I've heard is that it's driving, uh, marketers nuts because they used to run by a certain playbook. Now they're not quite sure what to do. Maybe that's good. Liz, what do you think? Is that good that they're not able to game the system just yet?

A I mean, I think, um, what we've always, ah, tried to do with our guidelines is get publishers to focus less on how do they change the ranking, and more on, are you producing content that people want to read? Ok, um, and so, that's what I would tell the marketers. Could you stop working on trying to figure out how you focus on the system? And really just, is this content that you as a user would want to go read and spend five minutes on? Um, and I think the more that we can Surface that content, um, the more it becomes the case that people aren't focused on answering the first part of the question, but really thinking what do they bring to the content, um, what's the, the, the thought in it, the perspective, the experience that they bring, and that's what they're talking about, um, then I think the better everyone will be, and so I think if marketers have to just focus on building content for people, that, that's awesome.

AI assessment note: “if marketers have to just focus on building content for people, that, that's awesome.”

Q character that I speak with and I say, Hey, can you help me figure it out? And instead of being that guy on the sidewalk who everybody hates, like typing and walking, now I'm just having a conversation with the internet. So are we going to end up like Liz, are you already brainstorming this idea of having like a Google search avatar that we speak with or a personality?

A Um, I don't think we've quite thought of it as an avatar, but we have actually, um, rolled out Search Live, um, in labs that allows you to have more of a conversational, um, experience, ask the questions, get a response. Um, we also bring up links so that if you get intrigued by something, you can continue to dig in. Um, I don't think it's necessarily at this point that we're thinking of it as pick your favorite personality. I think it's important that Google has more of a, a neutral, um, and trustworthy one of its It doesn't have a particular angle on things, but brings multiple perspectives, but the idea that it should be fluid in an audio form and doesn't have to be by text is absolutely something we see, and this is how we started to roll out Search Live.

AI assessment note: “I don't think we've quite thought of it as an avatar, but we have”

Q So how are those going? Let's go to you, Liz. Like, are they understanding this moment and, um, what's, what's being discussed? Um, I imagine it was about generative AI.

A When we talked about search, and search includes, search includes standard of AI. I mean, I think, um, you know, many publishers these days are sort of trying to understand how is the future going to evolve, right? Um, I think, um, the, the understanding, you know, as Nick mentioned, standing still is not going to work. It's not going to work for any of us, um, search, search included. Um, but we all really do want to find a way To make this work, um, for publishers, for media, um, and I think without that, we don't have a search engine, we don't have a product, and so we have to go find a way to make it effective. Um, I think what we will see if we do it right is that, um, really great, in-depth, rich content that people bring when people bring their perspective, their opinion, their experience, their expertise, um, that content will continue to thrive because people want to hear it. They're not giving Their fashion advice to an AI bot, by and large, ok? The people I know who are giving their fashion advice are not the people who are spending any time on fashion before, they're spending no time on fashion going forward, right? But the rest of the folks who care about it, they still want to read that influencer, they still want to read the Style Magazine. Um, those folks who are really deeply interested in tech, they're going to still want to hear your podcast, right? Like, you…

AI assessment note: “many publishers these days are sort of trying to understand how is the future going to evolve”

Q Um, I asked Sergey when we were at IO what the web looks like in 10 years, and he's like, I'm not even going to begin to attempt. What does the web look like in five years?

A It's a long time, um, right now. You got, you got people guessing AGI and two, right? Um, uh, I think if we do our job right, um, the web feels like it is filled with, um, really rich and interesting content, um, where people, where creators feel like it's one of the most, um, thriving times, where they can bring their perspective, where anyone can come and share their content, and And be discovered and connect with people. Um, I think it is probably, um, even more multimodal, multi-format. Like I would certainly expect video to continue to grow. I would certainly expect audio and not just, you know, text with some images to grow. So I think you'll see more and more of, um, uh, different types of content that people do. Um, but I, um, I think if, if we all collectively, but, but certainly Google search, which has, as a key role, do our job right, then You see content really thriving.

AI assessment note: “I think it is probably, um, even more multimodal, multi-format.”