AI ChatGPT Applied to Search - Google Blinks (so should content-creators)

The newspaper of record - The New York Times - reports that Alphabet's head Sundar Pichai had called in the AI troops (that is, special teams at Google) to deal with AI ChatGPT. The threat is to the Google search engine. And, as we bear witness: Google blinked.

It should.

ChatGPT already provides features Google search doesn't. Since it is capable of learning and applying that learning its ability to surpass Google's approach to search will keep increasing. In this article in seo.ai, Daniel Hojris Baek presents a comprehensive comparison of a ChatGPT search and a Google one.

For one thing ChatGPT simplifies. Yes, and that's a major selling point. 

For another, the presentation style is engaging. 

And three, you get the total package. For instance, suppose we feed into the prompt that we want the recent research on sustainable weight loss. Google refers you to a number of articles. ChatGPT customizes a readable report on what there is to know so far. And we don't have to navigate around ads as with Google.

But it's premature to conclude that ChatGPT can and will put Google out to pasture. In the report there is not enough citing of sources, as is standard with Google. Yes, ChatGPT is data-rich but it doesn't operate in real time. Google does. Also, as of now, Google has access to more information than does ChatGPT. So, no, currently you can't depend on ChatGPT alone for search. You still need to check to find out what Google will come up with.

In addition to Google, content-creators – we used to call them “writers” – should also blink. This AI tool already is capable of generating a broad array of prose and poetry. That include marketing communications (marcom).

Since in the past I had done a bit of freelance marcom for law firm Paul Weiss, I wanted to explore how well the ChatGPT could do.

For the prompt I inserted: "Branding slogan for elite law firm Paul Weiss which specializes on Wall Street”

You are allowed to keep "trying" to have the AI produce exactly what seems like it would be effective for your needs. I gave it three tries. I could have gone on and on. Here the three results are:

Paul Weiss: Wall Street's elite legal experts

Powering success on Wall Street: Paul Weiss, elite legal counsel (my fave)

Paul Weiss: Wall Street's premier legal brand.

That could meet Paul Weiss’ branding needs for now. Sure, for a campaign to develop business for a newly introduced practice the law firm might contract with professional promoters. At least in the present time. In the near future the tool could be up to producing all the moving parts for such a roll-out.

Yet too many content-creators are not in high angst how this could upend their industry the way Ford’s Model-T did to the blacksmithing line of work. There will always be a need for writers just like there will always be a need for blacksmiths – only not in large numbers.

Recall how print journalists were equally in denial with digital. They didn’t change before they had to. They are also the same kind of foot-dragging among too many writers now. In contrast, Google is struggling to change before it loses search.

Full Disclosure: For several decades I had operated a successful writing business. Then I connected the dots on AI. 

Within a few years, it's predicted, even traditional high schools will stop teaching writing. 

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