Snapshot Unveiled at Google I/O
AI Search Front and Center Instead of 10 Blue Links
Social Media Exposure in Traditional Search
Google has announced a farewell to 'Googling,' the search exposure method it has maintained for over 20 years. Instead of listing 10 related links in the '10 blue links' format, it has launched an experiment that places artificial intelligence (AI) answers front and center. Even Google, which had hesitated to make changes after Microsoft (MS) applied ChatGPT to its search engine 'Bing,' has now taken action.
On the 10th (local time), Google held its 'Google Annual Developer Conference (I/O)' at its Mountain View campus in Silicon Valley, California, USA, and unveiled the AI search 'Snapshot.' Snapshot is powered by Google's next-generation large language model (LLM) 'PaLM 2,' announced that day.
Snapshot prominently displays answers from the AI chatbot 'Bard.' In the upper right corner, it shows the sources of information such as articles and blogs that the AI referred to in its answers. For example, when searching for a "Bluetooth speaker suitable for a pool party," the top section summarizes factors to consider when purchasing, such as battery life, waterproof features, and sound quality. Below, it presents recommended product links based on these criteria.
Not all search results are shown. When asked about dangerous topics such as self-harm or domestic violence, Snapshot blocks the search results. For sensitive topics like health, it displays a notice stating that the information is "for informational purposes only and does not include medical advice or diagnosis." Google explained that Snapshot is shown only when AI answers are more useful than existing search results.
Google emphasized that Snapshot can respond more effectively to questions that are difficult to answer with traditional search methods. This is because AI combines multiple sources to answer questions without definitive answers, such as "the best Korean restaurant in New York." It enables hyper-personalized searches like "excluding ingredients I am allergic to," "places with reservations available," or "waiting time within 10 minutes." Google Search Vice President Liz Reid said, "With generative AI features, you can perform more tasks in search," adding, "After searching, users will experience a new search experience by exploring AI-provided information and continuing with follow-up questions."
In the existing search method, a 'Perspectives' tab was added. At the top of the search results, this tab shows short-form videos, images, and texts shared on social media platforms like TikTok and Instagram, as well as discussion boards. This allows easier access to related information without adding the platform name to the search query.
Google Search is undergoing its biggest change in over 20 years. Since its founding in 1998, Google has adhered to the 10 blue links method, dominating the global search market. 'Googling' has become synonymous with the act of searching. However, in March, MS shook Google by combining generative AI ChatGPT with Bing. As forecasts emerged that the search method would fundamentally change, Google even declared a 'Code Red (emergency).' Ultimately, although Google had secured generative AI-based technology first, it hesitated to apply it to services but has now shifted direction with bold changes. The Perspectives tab is also a change attempted as younger generations prefer social media as a search engine.
Google plans to apply Snapshot soon in the United States. By clicking the lab icon in the latest version of Chrome or the Google app, users can register on the waiting list. The Perspectives tab will also be applied starting in the United States.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
