OPINION: Even if Google wins the AI battle, it will have to take a next step to integrate its own version of ChatGPT in its search engine/ad serving business. This will be an expensive and risky overhaul.
In a recent MarketWatch article, I predicted that Alphabet’s GOOGL, -1.94% Google will be forced to put up its digital dukes and provide a worthy challenger to ChatGPT if it wants to remain the king of search engines. That time has come.
Sparrow could address many of these issues because it can draw from a much cleaner dataset, thanks to its direct access to Google’s superior semantic search engine and its decades of research. In initial evaluations, Sparrow was able to provide a credible response and support it with evidence on 78% of occasions when it was asked a factual question. These performance results are impressive, especially this early in development cycle, and it’s more than likely that Google’s AI model will do extremely well when it’s released.
Sparrow will need to work seamlessly with the current engine, amplify its results and lend a hand to the company’s formidable ad-serving system. Adding an additional AI model to a tightly knit ecosystem and training it continuously on a highly dynamic dataset will be a challenging and expensive endeavor.
On the other hand, Microsoft’s subpar search engine, Bing, may finally get the boost it needs to be lifted out of irrelevance now that the company purchased an exclusive license to underlying tech behind GPT-3, a predecessor to ChatGPT, back in 2019.
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