Google's Shift: From Search Engine to AI Publisher

Sundar Pichai, CEO of Google, recently referred to links and sources as just a 'part' of search. This statement, while seemingly innocuous, speaks volumes about the company's strategic pivot. Links aren't just a part, they've been the cornerstone of Google's search engine since its inception. But now, it's clear the tech giant is evolving from a traffic distributor to an AI-driven publisher.

Google's Ecosystem Play

Why should we care about Pichai's phrasing? Because it signals a significant shift in Google's operational ethos. By downplaying the role of links, Google positions itself less as a bridge to the broader web and more as a content provider within its ecosystem. This isn't just semantics. It's a deliberate move to keep users from venturing outside Google's digital walls.

In this new model, Google's search results become more about serving its content rather than pointing users elsewhere. The change isn't just about retaining eyeballs. It's about controlling the narrative by choosing what information is presented and prioritized. If the AI can hold a wallet, who writes the risk model?

The Editorial Power

With this shift, Google's role morphs into that of an editor, wielding significant influence over what users see and read. The question isn't just one of technical evolution but of ethical responsibility. Who decides which sources are reliable? And how does this affect the diversity of viewpoints available to users?

By becoming an AI publisher, Google assumes a level of editorial power that could redefine the information landscape, or should we say, information marketplace. In a world where AI-generated content is on the rise, this power comes with strings attached. The intersection is real. Ninety percent of the projects aren't.

Implications for the Web

This isn't merely an academic point. The ramifications extend to the very fabric of the internet. As Google increases its grip on information flow, the web's decentralized, democratic nature faces erosion. This consolidation of power might speed up user experience, but it comes at the cost of diversity and openness.

Decentralized compute sounds great until you benchmark the latency. Google's strategy may enhance efficiency but raises pressing concerns about control and transparency. Will the web remain a platform for diverse voices, or become an echo chamber dominated by a few gatekeepers?

Google's vision for search and AI publishing isn't just a technical evolution. It's a fundamental shift in how we access and perceive information. As this transformation unfolds, the stakes couldn't be higher for the web's future. Show me the inference costs. Then we'll talk.