Peter Cochrane: Schrödinger's search engines
Brilliant but useless, search is about to be transformed by AI
For the past few decades I have struggled with a growing search engine paradox that has often limited my progress. No matter their origin and brand, search engines are brilliant and useless at the same time.
With their algorithmic searches powered by the habits and selections of a global populations of users, they return great results based on the masses. But, if you as an individual are not a part of that population, then searching can be a nightmare of obscuration.
What I, and many other professionals, desperately require, is a more focused search capability based on our individual interests, projects, discoveries, reading/viewing/listening materials, and day-to-day communication. And the only technology we have that can power such a need is AI.
In my ideal world, several AIs would hear everything I talk about, discuss and communicate; they would read all my email exchanges, papers, and book chapters I write, and absorb every presentation and lecture I give. This would then build an extensive and unique search focus capable of creating returns pertinent to my needs and those I am working with.
Not only is this long overdue, it has been feasible with for some time. Just think: you ask a question and you get the correct answer in less than a second - no iterations required! For example, you might ask for details of the latest slime mould models and details of computer simulations, rather than biological synthesis, would appear. More mundanely perhaps, requesting an outline of a 'mesh net' would return something pertinent to the IoT as opposed to the fishing industry.
So, if we can do this, where is it? In short, it is likely being resisted as it will make search so efficient that it could destroy the business model of those companies who make dollars per click. They rely on inefficient search processes to increase the number of failed clicks, which lead directly to more dollars.
About three decades ago, Google's search engine, Apple's Safari and Microsoft's Explorer browsers, followed by Chrome and Opera were progressively deployed and changed the ‘search industry'.
In the next phase it might just be that chatbots such as ChatGPT will lead a such to individualised search. With a much-needed ability to deliver information in clear, simple language, to explain detail and concepts to be easily understand, all it now needs is individual, and focus group, inputs.
Most likely the transformation of the ‘browser business' has already started. The big and established players might just be trapped in the headlights of impending change. Will Chrome, Safari, Edge, Opera et al soldier on, or will their companies create new business models for a new era of personalised search? No one knows. What is sure; it is going to be a bigger and faster transition than the last one!
In my world I already talk to five AI systems on laptop, mobile and wristwatch, along with ‘smarts' on my desk and in my car. I use voice to control lights in my home and set destination on my sat nav. How come? It is available, and it saves me time and energy. In short, it makes me more productive and efficient!
Moreover, it is in line with technologies to come in the form of smart appliances, office, homes, autonomous transportation, white and brown goods, plus robots, general purpose AI, and human augmentation.
Holding onto an old technology and business models will be the kiss of death, no matter how big and prosperous the user. Our species cannot advance with the inefficiency imposed by having to unravel the ‘click based choices and errors' of the world we currently live in.