Dependent on “Search” for Lead Flow? AI Might Replace the Links and Become a Personal Concierge
Even if an entire generation is unimpressed with ChatGPT or newfangled AI technologies, the pre-existing Q&A experience as we know it on web search might change regardless. Google, for example, is currently experimenting with “generative-AI” responses for its search bar.
While Google emphasizes that it is experimental and available only to a select group of people, the technology is being marketed as a way for users to find what they’re looking for in faster, easier ways. And it’s not just about “chatting.” According to one user testing the technology, the search query for “buy surfboard online” resulted in Google’s AI offering tips on the fly about what to consider when making a purchase. Below all the advice are the links to buy surfboards. The difference is that AI has now intervened in the customer’s journey and told them what to be looking for.
This sort of shopping experience was recently pondered in a deBanked blog post about small business lending in which an AI did more than just provide a list of names to respond to a query, it also answered personalized questions that guided a user toward a decision, leaving the potential sources vying for that customer out of the conversation.
Indeed, Google emphasizes that its generative-AI search is built for follow-up questions that will enable users to “dive deeper on a topic in a conversational way.”
Should the structure go from experimental to the default search experience, the implication is that AI would be driving the customer decision, whereas currently Google limits itself to offering a list of links in an order that’s roughly based on who paid the most. From here, customers are left to their own devices to acquire the knowledge they need to make a decision. That would end in an AI-oriented experience.May 30, 2023
Sean Murray is the President and Chief Editor of deBanked and the founder of the Broker Fair Conference. Connect with me on LinkedIn or follow me on twitter. You can view all future deBanked events here.