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AI challenges the dominance of Google search
The popularity of ChatGPT has raised questions about the future of traditional Google searches.
But since the rise of AI, the lawyer and legal technology consultant says her preferences have changed - she now turns to large language models (LLMs) such as OpenAI's ChatGPT. Professor Feng Li, associate dean for research and innovation at Bayes Business School in London, says people are using LLMs because they lower the "cognitive load" - the amount of mental effort required to process and act on information – compared to search. They need to understand "which sources the model considers authoritative within their category," says Leila Seith Hassan, chief data officer at digital marketing agency Digitas UK.
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