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On its 25th anniversary, Google embraces artificial intelligence (and for that reason you too)

On its 25th anniversary, Google embraces artificial intelligence (and for that reason you too)

On its 25th anniversary, Google embraces artificial intelligence (and for that reason you too)

The twenty-fifth anniversary of Google It arrives in the midst of a new digital revolution. Everything we knew about search engines on the Internet and our relationship with machines is now beginning to be reinvented based on generative artificial intelligence, those bots trained to crawl the web for us and in a matter of seconds answer complex questions, deliver thematic summaries , create short essays, provide all kinds of advice and even invent stories and stories. That is what happened in November 2022 when Open AI, in alliance with Microsoft, launched ChatGPT and opened a dialogue window with the machine, which according to specialists is the beginning of profound changes.

The counteroffensive of Google It was not long in coming with the appearance of bardhis own conversational assistant, or his ambitious project called EGenerative Search xexperience (SGE, for its acronym in English), which adds content created from artificial intelligence to the concerns raised by users.

All these changes are in the testing phase, but there is no going back. It is not absurd, therefore, to think that soon we will be ‘conversing’ with machines regarding the places where we can vacation, where to buy a product, where to go after work, or even who to vote for in the next elections, among others. interactions that we still don’t even suspect. And our machines—meaning cell phones, bots, or avatars—will appear to be systems “with emotions,” as Blake LeMoine, a Google engineer who was fired after spouting such heresy, said for violating confidentiality agreements.

Are we prepared for a world like this? How are the media and content generators already preparing for that moment? The anniversary of Google —the search engine appeared on September 27, 1998—can be a good excuse to ‘search’ (still) for some answers. “There is a very profound change because the entire business was summarized in putting the best advertising in the best place on the page consulted, but if the searches become summaries of several pages, where do you put the Ad, on the original page or on the one that gives you the result?”, asks Omar Flórez, an expert engineer in artificial intelligence, who this week participated in Arequipa at Techsuyo. To understand the magnitude of the change, 79% of Google’s revenue depends on this advertising.

“Until now we have talked about search engines, but with the advance of generative artificial intelligence we are going to have conversation engines,” adds Flórez. And the interesting thing, beyond the change in the advertising model, is that there will be new forms of search, which include videos, audios, images, podcasts or streamings.

Protect the contents

“With the appearance of generative search experiences, such as Google SGE, new forms of navigation will be produced, and the media must be prepared to continue delivering quality content,” says Ángel Pilares, head of Digital Management of this newspaper. “Five years ago, if I put ‘Peru-Paraguay’ in the search engine, it showed me the result of the match or the pages where it was located, now it shows me a card with the main data of the match and links to pages that show the goals or the most relevant moments… What is going to happen is that the results will be shown, and many more things: extracts from what El Comercio and other media say, images of the goals, statements from the coaches, etc., all in one same interface. That is, if before Google showed you where things were, now it will tell you the content”explains Pilares.

In his opinion, two levels of search could occur. One guided by artificial intelligence, which will offer panoramic views of the facts, but also another in which links to deeper analyzes and differentiated content appear, many of which will probably be paid stories from the different media outlets. “In fact, Google SGE has already said that it will not take paid stories for its summaries. That is to say, I assume that massive information will be shared by these generative programs, and perhaps programmatic advertising will suffer there, but rather subscription-oriented media with differentiated content will have better results. We must aim for those deep notes”, he adds.

This week, concerned about the risks that artificial intelligence poses for intellectual property and the transparency of content in its summaries or synthesis, the Grupo de Diarios América (GDA) and various journalistic organizations published a series of global principles “in order to to guarantee that business and innovation opportunities can prosper within an ethical and responsible framework”, among other aspects, so that the programmers of these systems respect and recognize the original sources of the information. As stated by Danielle Coffey, director of the News/Media Alliance, the entity promoting the initiative: “Developers of generative AI technology must recognize and compensate publishers for the enormous value their content brings to the development of these systems.”

According to Jaime Farfán, professor of the software design and development program at Tecsup, there are three aspects that AI conversational assistants must take into account: mention the original sources used to prepare their answers, what that would help identify false facts; maintain and protect the privacy of users; and be transparent in the use of images and videos, such as placing stamps on those generated by artificial intelligence. “A tool like ChatGPT tells me the text, but I don’t know where that information comes from. In that sense, other applications such as You.com They do present the sources of their summaries, and it is something that Google should do later”says Farfán.

Beyond all these debates and possibilities, as Omar Flórez highlights, we have entered a new form of communication between human beings and machines. “I have more and more friends who start the day telling ChatGPT about their plans and problems, as if they were talking to a therapist“, says. And increasingly, artificial intelligence language models will be better trained to give us an answer.

More information

-On September 4, 1998, Larry Page and Sergey Brin founded the company Google Inc. in Palo Alto, California, which launched its search engine on September 27 of that year.

-The Global Principles for AI can be consulted at this link:

Global Principles on Artificial Intelligence (AI)

Source: Elcomercio

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