The correct media response to Google’s A.I. plans is “oh crap oh crap oh crap oh crap.”
The demo was beautiful. At Google’s I/O developer conference this week, the company showed an experimental version of its search engine handling an almost unimaginably difficult query. Asked whether a family with kids under three years old and a dog would prefer Arches National Park or Bryce Canyon, Google scoured the internet and returned a lengthy, detailed answer.
This new search product is undeniably appealing, but it’ll likely come at a cost. When people search with Google today, they visit a bunch of websites, gather information, and synthesize it. The process is a bit of a pain, but the websites they visit depend on them to survive.
In some ways, digital publishers brought this moment on themselves. They created content farms and published undifferentiated stories —””— to win the never-ending Google traffic sweepstakes . Websites became impossible to navigate in the name of SEO. They buried recipes, wrote for amorphous audiences they didn’t care about, and lost sight of their relationships with readers.
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