Changing The Landscape of The Search: AI Revolution  

Karol Andruszków

Hands holding a divination ball

Step into a realm where AI-powered search engines and human ingenuity converge. The search engine landscape is undergoing a remarkable transformation, revolutionizing the way we explore and discover information. From AI-generated answers to immersive search experiences, let’s together uncover the latest advancements that are reshaping the very fabric of search! 


🔮 The way people search for information is changing, from treating TikTok as a search engine to generating answers in ChatGPT,

🔮 AI revolutionizes the search engine landscape, paving the way for transformative changes

🔮 Google incorporates AI-generated answers into search results, also changing the perception of AI-created content,

🔮Bing Chat, powered by ChatGPT and integrated into Microsoft's Edge browser and Bing search engine, redefines the search experience,

🔮 Customization and fine-tuning of AI models ensure faster, more relevant responses to search queries,

🔮The future of search engines lies in a harmonious integration of human creativity and AI advancements, guiding users through a realm of knowledge.

Search engine landscape as we know it is about to end… 

Let’s shed light on an imminent paradigm shift that is set to revolutionize the search engine landscape as we know it. With the advent of ChatGPT and the AI revolution, we find ourselves on the cusp of a transformational era, where search engines are becoming smarter, more intuitive, and capable of understanding the nuances of human language like never before.


But let’s pause for a moment, AI topic. Did you hear how loud was a couple of months ago about TikTok being a new search engine?  Or did you hear about this joke? They say if you seek real answers to your questions, you should turn to Reddit, not Google. While it may sound like a jest, it carries a grain of truth. Reddit, with its vibrant communities and diverse perspectives, has become a hotbed of authentic, unfiltered information. It serves as a testament to the evolving landscape of search, where people yearn for more than just algorithmic responses—a place where real voices share genuine insights.

People are searching for answers in a new form

And this has been going on for a while…

A black horse among giants

Screenshot with TikTok videos

TikTok search on keyword "best restaurant in london"

Even before all this noise about ChatGPT started, something shifted in the way people search for… many things, apparently. As I mentioned before, at the end of 2022, there was ground-breaking information about how some people found a better search engine, even better than Google. And yes, it was a Tik Tok platform known for captivating short videos that had unwittingly become a hub for seeking information, igniting a paradigm shift in the search landscape. According to Pew Research Center, nearly 40% of Generation Z people just prefer Tik Tok for online searches, among other options.


TikTok's allure as a search engine lies in its ability to captivate and inform users through bite-sized, engaging content. People are flocking to the platform not only for entertainment but also to discover quick answers and explore diverse topics. With each swipe, a user unravels a tapestry of knowledge presented in an innovative and immersive format, revolutionizing the search experience. 


The immense popularity of TikTok in the context of a search engine caused quite a stir, but at that time, we didn’t yet expect the grand entrance of ChatGPT.

Is a friendly chit-chat getting too serious? 

Screenshot of ChatGPT dashboard

ChatGPT's main dashboard

Imagine a search engine that engages in a conversation with you, understands your intent, and provides accurate answers in a manner that feels like you're talking to a knowledgeable friend. This is precisely what ChatGPT, powered by OpenAI, brings to the table. It can comprehend the context, subtext, and even the implied meanings behind our queries, leading to more personalized and relevant search results. Users can engage in natural conversations, asking follow-up questions, and clarifications, and receive detailed explanations from the search engine itself. 


Great news, right? However, there is a catch or even several. ChatGPT doesn’t have access to the current state of the web, there are, of course, various plug-ins and alternatives being developed that at least partially solve this problem, but it's still an issue to keep in mind. Unfortunately, many don’t remember this, or simply ignore this issue at the risk of getting outdated information or even entirely made-up information.


Other hooks that can be found in ChatGPT that you shouldn't catch on include using the data provided to further model learning or not specifying the sources on which the generated answer was based. 


So it's hard to fully recognize ChatGPT as a legitimate search engine, but what if it's added to one already in existence?

The return of old-new player to the game

Search in Bing Chat

Microsoft decided to seize the opportunity and, with the explosion of the AI boom, presented its own solution. Bing Chat, Microsoft's AI-powered search engine integration, is based on the same technology as ChatGPT. With Bing Chat, Microsoft seeks to redefine the search experience by seamlessly blending generative AI directly into its Edge web browser and Bing search engine. 


Microsoft's commitment to user accessibility is evident in the effortless integration of Bing Chat into the browsing experience and its other products. Now you don't have to go directly into the search engine to use Bing Chat, now you can even use it while chatting on Skype! This marks a significant shift in how we interact with search technology and people like it! Microsoft got about 1 million new Bing users from its preview version, crossing that way a bigger milestone - 100 million active users of Bing


It's an exciting (and a little scary) time to be a part of the search engine revolution, where technology and human curiosity converge, propelling us into a world where answers are no longer static but dynamic, interactive, and ever-evolving.

The AI revolution - destroyer or lifesaver of the search engine landscape? 

Bing search with AI-generated results

As we stand on the precipice of the AI revolution, a question lingers in the air: Will this technological marvel be the destroyer or lifesaver of the search engine landscape? The launch of ChatGPT, powered by OpenAI, has already demonstrated the immense potential of AI in transforming the search experience. However, we must tread carefully and consider the implications of this revolution.


Imagine AI as a double-edged sword, capable of both disrupting and enhancing the search engine landscape. On the one hand, there is a fear that AI might overshadow the human element, rendering search engines impersonal and devoid of human touch. Critics argue that the growing popularity of platforms like TikTok as search engines further distances us from traditional search engines, raising concerns about the relevance and future of these established players.


However, it is crucial to recognize the lifesaving potential of AI. ChatGPT, for instance, has shown us how AI can empower search engines to understand and engage in natural conversations, delivering personalized and relevant results. AI has the ability to decipher complex queries, comprehend context, and adapt to individual preferences, revolutionizing the way we search for information. It has the potential to amplify human capabilities and bridge the gap between technology and human understanding.


AI-driven search engines bring a new level of efficiency and convenience. They can process vast amounts of data, identify patterns, and make connections that might have eluded traditional algorithms. This allows for more accurate and comprehensive search results, saving users time and effort. Additionally, AI can learn and adapt, continuously improving its understanding of user intent and delivering increasingly refined responses.

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The AI revolution also brings opportunities for businesses. With AI-powered search engines, businesses can tap into a wealth of insights, understand customer preferences at a deeper level, and optimize their strategies accordingly. AI-driven personalization enables businesses to deliver tailored experiences, fostering stronger connections with their audience and driving growth.


To harness the true potential of the AI revolution in the search engine landscape, we must strike a delicate balance. We need to ensure that AI augments human intelligence rather than replacing it. It should serve as a powerful tool that amplifies our abilities, making search engines more intuitive, personalized, and efficient. By embracing this technological leap and leveraging AI to enhance the search experience, we can navigate the evolving landscape and deliver profound value to users and businesses alike.

But wait! Where in all that is the place for humans and human-created content? 

As we venture into the era of advanced AI technologies in search engine experiences, questions arise about the place of human-created content and the responsibility that comes with harnessing the power of AI. Already these issues have been raised in terms of using ChatGPT to create texts or Midjourney to generate images. Because in that case, who is the author of such creations? Based on what sources are they created? How do you even recognize AI-generated content?

Picture caption in a black frame

AI-generated photo with a special tag

In light of the news about the Google AI search engine's new features, these questions are getting even more critical. The company itself assures that it has them all in mind and is working to find answers to each of them. The first action in this topic is healthier linking to publishers or the introduction of AI-generated image labels. 


In the new Google AI, the company plans to highlight the importance of linking to publishers and supporting the ecosystem. By prominently displaying specific websites within the generated answers, users are encouraged to explore the sources further. This approach fosters transparency and recognizes the value of human-created content. 


A similar case is when it comes to AI-generated images. Site owners and publishers will have the opportunity to manually label their images as AI-generated, providing users with transparency and context. By distinguishing between AI-generated and human-created images, Google aims to enhance information literacy and promote awareness of the creative processes involved. This marks an essential step toward AI responsibility and accountability in the visual realm. 


Even the EU Commision noticed coming problems from enormous popularity and growth of AI technology. At this point, there are still no clear decisions made, so there is a great amount of freedom and lack of control over the use of AI. That of course doesn't help in the requirement for taking into account AI responsibility by its users and creators. 

Soo.. what now? What can we expect from the coming new generation of search engine experiences? 

As the search engine landscape continues to evolve, a new generation of search engine experiences is on the horizon. At its annual conference - Google I/O, the company announced several changes that are being made to its search engine in light of happening developments. 


The most significant change, somewhat expected but still causing a lot of excitement, is the introduction of AI-generated searches into search results. Let’s quickly go through Google I/O summary in case of search engine landscape🚀 

1. Search Generative Experience in Google Search Lab 

An example of an AI-generated response in a Google search engine

The home page of your wedding website is the first impression that your guests will have. It's essential to make sure that it's visually appealing and informative. You can add here your couple's photo as a big banner or day counter to your special day.

💡 What is Google Search Lab? 

Search Labs is an exciting new initiative that allows you to be at the forefront of testing innovative products and ideas being explored by Google. By signing up for Search Labs, you will have the opportunity to try out early-stage experiments and provide valuable feedback directly to the teams working on them. 

The new Google Search Generative Experience is set to transform the way users interact with search results. With the integration of AI-generated answers appearing above the search results listings, Google aims to provide users with more comprehensive and relevant information. These AI-generated answers are clearly labeled as experimental, with Google citing the websites used to generate the answer. They will be in a box accompanied by clickable websites that were referenced in the answer so that users can click and check the source. 


In the new search experience, there will be something that we know from ChatGPT - conversational mode. You can do this by adding more information in the "Ask a follow-up" box. After this, you will get follow-up answers. 


By leveraging AI-generated answers, users can access more comprehensive information, explore sources, and engage in conversational interactions. With a focus on user safety and reliable information, Google aims to enhance the search experience while upholding the integrity of search results.

2. AI-responsible approach

A fragment of a search result on a green background with sources given in the form of a visual card

An example of an AI-generated Google response with tagged sources

As we discussed before - a lot is going on regarding creating a whole experience with the use of AI that will be safe and under control. Google's approach to the new generation of search experiences also emphasizes this issue. 


No more answers without provided sources, the AI-powered responses will be curated from a variety of trustworthy sources when displaying the websites that contribute to AI-generated answers. 


Users will have the opportunity to click on these websites, explore additional details, and gain a comprehensive understanding of the topic at hand. It's akin to embarking on an intellectual journey, with search engines serving as reliable guides to a realm of knowledge.


This is good news for content creators who were afraid that their content would be used without their knowledge and that the responses generated directly in search results without source, would take traffic away from their website.


What’s more - finally, there is a sign of the first regulation of the use of AI in the case of visual creation. Now if someone generates an image in Midjourney and, for example, puts it on their site, will have a chance to use special tags to indicate, the source of its creation.

3. Google Shopping Graph

Excerpt from a search result in pink showing dresses

An example of an AI-generated response on Google in the context of shopping

Imagine a search engine that not only provides product listings but also offers a comprehensive snapshot of noteworthy factors to consider, up-to-date reviews, ratings, prices, and more. With this game-changing integration of generative AI in Search, Google aims to transform the way we shop, making complex purchase decisions faster, easier, and more informed than ever before.


Think of it as a dynamic tapestry that captures the ever-changing landscape of products, sellers, brands, reviews, and inventory. Every hour, more than 1.8 billion listings are refreshed within the Shopping Graph, ensuring users receive the freshest and most reliable results available. This comprehensive and constantly evolving dataset forms the backbone of Google's generative AI shopping experience.


The dynamic nature of the Shopping Graph ensures that users receive fresh and reliable results with each search. As product listings evolve and sellers update their inventories, Google's AI algorithms continuously update the Shopping Graph to reflect the latest information. This commitment to real-time data and accuracy enables users to shop confidently, knowing that the information at their fingertips is up-to-date and trustworthy.

4. Perspectives in Search

A phone with a search snippet

An example of a generated Google response with a Perspectives filter

With the introduction of the Perspectives filter, search results are set to undergo a profound transformation. This innovative feature enables users to explore firsthand exclusively and expert insights from forums, social media platforms, and video-sharing communities. As the search engine landscape continues to evolve, Google's commitment to providing a comprehensive and inclusive search experience is evident.


With the Perspectives filter, users gain access to a wealth of invaluable information shared through long- and short-form videos, images, and written posts. By tapping into discussion boards, Q&A sites, and social media platforms, users are exposed to personal stories, insightful tips, and engaging conversations from individuals who have walked the path before them. The filter acts as a gateway to a world of diverse perspectives, opening new avenues of knowledge and understanding.

Let’s get ready for the coming changes! 

An example of a generated response from Google AI

But… you can ask, “How can we prepare for something that we don’t know exactly how it will look and what kind of impact it will have?” It’s a good question, and of course, I don’t have the perfect answer for it. None have it. But through observing unfolding changes, we can predict a few coming changes. 


🔮 Come to terms with the fact that AI is here to stay. Get over it! Instead of despairing or dreading the coming changes, start growing! Lots of great AI tools have been developed in recent months, and many have already learned to use them effectively. If you haven't started developing your AI skills yet, it's about time to start doing so. 


🔮 Stay up to date. I don't think I need to convince you that changes in AI, ChatGPT, SEO, and everything else happening around us are happening scarily fast.


🔮 Be calm. Don't panic when looking at the ongoing changes. Focus on what you have been doing so far. If you've been creating great content full of your unique knowledge and experience, keep doing it. Content marketing or SEO are not going away, sure they may require new solutions, but it's something completely normal, something you can adapt to.


In this era of dynamic search evolution, we find ourselves witnessing a profound transformation in the way people seek answers. It all depends on you how you will use it and redirect it to your own success!

The AI revolution is search - FAQ 

Read also: 

Karol Andruszków

Karol is a serial entrepreneur, e-commerce speaker for the World Bank, and founder of 3 startups, as part of which he has advised several hundred companies. He was also responsible for projects of the largest financial institutions in Europe, with the smallest project being worth over €50 million.

He has two master's degrees, one in Computer Science and the other in Marketing Management, obtained during his studies in Poland and Portugal. He gained experience in Silicon Valley and while running companies in many countries, including Poland, Portugal, the United States, and Great Britain. For over ten years, he has been helping startups, financial institutions, small and medium-sized enterprises to improve their functioning through digitization. 

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