I’ve written a long-ish post attempting to answer that question over at P&G’s Signal360 publication, please head there (and sign up for their newsletter!) if you’d like to read the whole thing. Below is a teaser for those of you who aren’t sure you want to click the link (so few of us do these days!).
Last week, while working on a post about what the ads might look like inside chat-based search, I got a surprising note from the communications team at Google. I had emailed them asking for comment on ads inside Bard, which Google had announced earlier in the month. To be honest, I was expecting the polite “no comment” I ultimately did receive, but I also got this clarification:
[We] wouldn’t have anything additional to share from the Search POV, as Bard is a standalone AI interface and doesn’t sit within Search.
Last week I asked if Google was f*cked, and since then quite a few of you have reached out asking what I think the company could do to … un-f*ck itself. “Easy enough to declare the company is too big, too stuck in the mud, too cautious, too dependent on its cash cow,” you told me. “Much harder to advise them on what to do about it.” One of you just sighed to me on the phone, then said “it’s always been this way. No large company can escape the innovator’s dilemma.”
Well, maybe so, but wouldn’t it be fun to try? I’ve been in touch with various Googlers over the past few weeks, as I’m still working on a “What should the ads look like” piece around ChatGPT and AI-driven search (promise, it’ll be done soon). While folks at Google are polite and engaged, they’ve also given me the extended play version of “No comment” – stating it’s too early to declare the business model for conversational search. In short, they’re waiting for the market to reveal itself a bit more before making any public statements or declaring themselves all in on tech’s next big trend.
This question is pulsing through most of the conversations I’ve been having with tech and media industry folk these past few weeks. The company’s narrative has shifted dramatically in the wake of Microsoft’s partnership with OpenAI. Nearly everyone I’ve spoken with is convinced the company is in serious trouble – and Wall Street has validated those concerns by trimming $200 billion from the company’s market cap over the past two weeks.
How long have I been staring at a blank screen, this accusing white box, struggling to compose the first sentence of a post I know will be difficult to write? About two minutes, actually, but that’s at least ten times longer than ChatGPT takes to compose a full page. And it’s those two minutes – and the several days I struggled with this post afterwards – that convince me that ChatGPT will not destroy writing. In fact, I think it may encourage more of us to write, and more still to consume the imperfect, raw, and resonant product of our efforts.
I’m a pretty fast writer, but I’m a deliberate and vicious editor – I’ll happily kill several paragraphs of my own text just minutes after I’ve composed them. I know that the best writing happens in the editing, and the most important part of composition is to simply get some decent clay on the wheel. ChatGPT seems to be really good at that clay part. But it’s in the second part – the editing – that the pot gets thrown*.
Watching the hype cycle build around OpenAI’s ChatGPT, I can’t help but wonder when the first New York Times or Atlantic story comes out calling the top – declaring the whole thing just another busted Silicon Valley fantasy, this year’s version of crypto or the metaverse. Anything tagged as “the talk of Davos” is destined for a ritual media takedown, after all. We’re already seeing the hype start to fade, with stories reframing ChatGPT as a “co-pilot” that helps everyone from musicians to coders to regular folk create better work.
But I think there’s far more to the story. There’s something about ChatGPT that feels like a seminal moment in the history of tech – the launch of the Mac in 1984, for example, or the launch of the browser one decade later. Is this a fundamental, platform-level innovation that could unleash a new era in digital?
Today I’d like to ponder something Kevin Kelly – a fellow co-founding editor of Wired – said to me roughly 30 years ago. During one editorial conversation or another, Kevin said – and I’m paraphrasing here – “The most creative act a human can engage in is forming a good question.”
That idea has stuck with me ever since, and informed a lot of my career. I’m likely guilty of turning Kevin into a Yoda-like figure – he was a mentor to me in the early years of the digital revolution. But the idea rings true – and it lies at the heart of the debate around artificial intelligence and its purported impact on our commonly held beliefs around literacy.
Just last week I predicted that Google would leverage ChatGPT to create a conversational interface to its search business, and that Microsoft would do the same in the enterprise data market. I briefly considered that I might have gotten it exactly backwards – Google has a robust enterprise data business in its cloud business (known as GCP), and of course Microsoft has Bing. But I quickly dismissed that notion – figuring that each behemoth would play the GPT card toward their strengths.
While I may have been right about ChatGPT getting a business model this year, it looks like I could be wrong on the details. Here’s The Information with a scoop:
I’ve used the image above for many years, mainly because I love how surprised the guy looks as he gazes into the crystal ball. Or maybe he’s just sat on something unpleasant. In any case, it pretty much sums up my approach to this, my 20th edition of annual predictions. I sit down, I might have an adult beverage on hand, and I just write until I feel like I’m done.
While reviewing my ’22 predictions (I did pretty well!) I promised to do something new: One post per predictions, ten posts total. But as I began that promised work, I realized it would test the limits of even my most dedicated readers (I see you, kids). So instead I wrote three long form posts, each with three or four predictions apiece. The first focused on AI, the second on advertising, and the third on markets, with a bonus call related to the ’24 election. Having now written all of them, I’m going to summarize them briefly in this “master post.” Grab your own favorite beverage, have a wonderful New Year, and read on!
Let’s start our 2023 predictions off with some thoughts on artificial intelligence. With ChatGPT, Silicon Valley seems to have gotten a bit of its mojo back. After two decades spent simmering the magic of Apple, Google, Amazon and Facebook into a sticky lucre of corporate profit, here was the kind of technological marvel the industry seemed to have forgotten how to make – a magical tour de force that surprised, mystified, and delighted millions.
Even better, ChatGPT didn’t come from any of those corporate titans – not directly, anyway. Instead it came from a non-profit artificial intelligence research laboratory called OpenAI. Founded in 2015 with a mission of furthering “responsible AI,” OpenAI is backed by some of the most celebrated names in Valley technology – LinkedIn’s Reid Hoffman, PayPal’s Peter Theil, Tesla’s Elon Musk among them. Now this was more like it!