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It’s the End of Google Search As We Know It
Google is rethinking its most iconic and lucrative product by adding new AI features to search. One expert tells WIRED it’s “a change in the world order.”
“In the era of Gemini we think we can make a dramatic amount of improvements to search,” Reid said in an interview with WIRED ahead of the event, referring to the flagship generative AI modellaunched late last year. Smaller startups like Perplexity, You.com, and Brave have also been riding the generative AI wave and getting attention, if not significant mindshare yet, for the way they’ve rejiggered the whole concept of search. Every time a person searches, Google is attempting to make an algorithmic value judgment behind the scenes as to whether it should serve up AI-generated answers or a conventional blue link to click.
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