How Search Drove Generative AI – A Passage from “The Search”

It’s been fun to go back to Berkeley, where I first taught Journalism more than 20 years ago. I’m leading a seminar on how technology impacts journalism, with a particular focus on AI. The class asks students to read a bit of history – it’s hard to understand where we are if we don’t know how we got here. Search is a big part of that history, so I included a chapter of my first book – The Search – as a reading assignment.

As I prepared for class last week, I dug through my archives and unearthed The Search’s original manuscript. In the first chapter, “The Database of Intentions,” I opine on how search might lead to the development of AI that passes the Turing Test. Written 22 years ago, the passage anticipates the rise of generative AI. I start by drawing a distinction between data that is on our personal machines and data held in the cloud by large technology companies like Google. Then I think out loud a bit about where that all data might take us. Even though the writing is two decades old, it prompts some interesting questions about the moment in which we find ourselves.

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Bing, Google, and Conversational Search – Is OpenAI an Arms Merchant, Or a Microsoft Ally?

The Mac represented a new interface paradigm for computing, one that Microsoft ignored – until it couldn’t. Will Google do the same?

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:

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