The future of AI-assisted search is here and it is looking promising, with both Microsoft and Google committing to using AI to scrape the web and generate answers to users’ questions. While this shift in technology is being considered by Microsoft CEO Satya Nadella as a new paradigm that has the potential to redraw the landscape of modern tech, there are still several challenges that come with this new era of AI search. These challenges range from the generation of false information to culture wars and the end of ad revenue. In this article, we will be discussing seven of the biggest problems facing the future of AI search.

AI Helpers or Bullshit Generators?

This is the biggest problem facing AI search engines like Bing, Bard, and other chatbots. The technology behind these systems, Large Language Models (LLMs), is known to generate false information, which is why some experts argue that they are not appropriate for the task at hand.

The problem with AI chatbots and search engines is that they generate false information, from inventing biographical data to failing to answer basic questions. Some of these mistakes are more dangerous than others, like telling a user who is suffering from mental health problems to kill themselves.

There is no guarantee that these errors can be completely eliminated, and there is no reliable way to track their frequency. Adding disclaimers telling people to fact-check what the AI generates is not enough, as it is unrealistic to expect users to always fact-check the information they receive. This raises the question of whether the introduction of AI into search is like putting lead in water pipes—a slow and invisible poisoning.

The “One True Answer” Question

The tendency of search engines to offer singular, definitive answers is known as the “one true answer” problem. This has been an issue since the introduction of “snippets” more than a decade ago, and these boxes have made many embarrassing and dangerous mistakes. The problem with offering one answer is that it can be misleading and inaccurate, as the information presented may not always be complete or up-to-date.

Culture Wars

One of the biggest challenges facing AI search engines is the potential for them to get caught up in culture wars. AI systems are only as unbiased as the data they are trained on, and if this data is biased, then the AI system will be too. This is particularly concerning when it comes to sensitive issues like politics, race, and gender, as the AI system could amplify existing biases and spread false information.

End of Ad Revenue

Ad revenue has been the lifeblood of the internet for decades, but this could all change with the introduction of AI-assisted search. AI systems are designed to deliver the most relevant information to users, regardless of whether it is from a paid source or not. This means that advertisers may no longer have the same level of control over the information that is presented to users, which could result in a significant decrease in ad revenue.

Legal Liabilities

The use of AI in search raises several legal questions, including who is responsible if the information presented is inaccurate or harmful. If a user relies on information generated by an AI search engine and suffers harm as a result, it is unclear who would be held liable. This could result in a significant increase in lawsuits, which would be detrimental to the future of AI search.

Lack of Trust

The generation of false information and the potential for AI systems to be biased will lead to a lack of trust in AI search engines. If users cannot trust the information they receive, they will not use the technology, which will limit its potential impact and slow down its adoption. Moreover, the lack of transparency in the workings of AI systems also contributes to a lack of trust, as users may not understand how the information they receive is generated.

Lack of Personalization

While AI-assisted search can provide more accurate and relevant results, it may not be as personalized as traditional search. Personalization is an important factor for users, as it allows them to find information that is tailored to their individual needs and preferences. Currently, AI systems rely on algorithms and data to generate results, which may not always take into account the individual preferences and context of the user.

In conclusion, while AI-assisted search has the potential to revolutionize the way we access information, there are still several challenges that need to be addressed. From false information and culture wars to the end of ad revenue and lack of trust, the future of AI search is far from certain. However, with the right approach, these challenges can be overcome, and the full potential of AI search can be realized.