April 28, 2011 - Google has been hailed as a "purist" in the last century.Search Engines", promising a simple, ad-free experience. However, as Google's business model has shifted over the years, ads have gradually made their way deeper and deeper into the search results page, even becoming one of Google's main sources of revenue.
ChatGPT, etc. AI Adoption of Q&A products begins to explode at the end of 2022, theThis type of conversational AI that provides direct answers rather than a list of links poses a significant challenge to Google's link-based advertising modelAd groups and tech startups aren't giving up on this new battleground either, and are actively working on new tools to help brands ensure ads appear in AI-generated responses, the FT reports.
Companies such as Profound and Brandtech have entered this new field.They developed tools to monitor how often brands are mentioned or showcased by AI servicesEven more cleverly, they use a method similar to probing the AI "brain": providing chatbots with large amounts of text prompts and analyzing the emotions generated. More subtly, they use a method similar to probing an AI's "brain": they provide the chatbot with a large number of text prompts and analyze the resulting sentiment.
The technology predicts the likelihood of an AI model's bias or mention of a brand, creating a ranking system. Ad agencies then use this analytics to tell their clients -- such as fintech company Ramp, job search site Indeed, and whiskey maker Chivas Regal -- that Suggestions on how to get AI models to mention their company or product more often.
This technique goes far beyond traditional search engine optimization (SEO), which focuses solely on getting websites to rank higher in search engine link lists. As Brandtech partner Jack Smyth says, "It's not just about getting your site ranked high in search results, it's about viewing large language models as the ultimate influencers."
Traditional search has always been one of the biggest monopolies in the history of the Internet," said James Cadwallader, co-founder of Profound. And this time, it feels like the walls of the castle are cracking open.It's a CD to streaming moment. "
It's worth noting that despite these AI shifts being seen as a threat, Google's core search and advertising business has shown surprising wealth. Alphabet, Google's parent company, announced last week that its search and other businesses grew nearly 10% year-over-year in the first quarter to $50.7 billion (note: roughly Rs. 369.66 billion at current exchange rates).