Some observers point out that generative artificial intelligence poses some risk for operators of search engines, as both search and GenAI support human searches for information.
And some already predict a drop in usage of search, as AI chatbots become replacements.
By 2026, traditional search engine volume will drop 25 percent, with search marketing losing market share to AI chatbots and other virtual agents, according to Gartner.
It is a difficult transition to analyze as chatbots clearly can replace some traditional search queries. On the other hand, many customer service interactions also involve queries. So those making estimates have to make assumptions about qualifies as a “search query” and when an AI alternative displaces a specific query.
Search engines might continue to excel at tasks including:
Open-ended exploration and discovery: Finding new information, exploring different perspectives, and serendipitous encounters with unexpected content.
Factual research and verification: Accessing reliable and verifiable information from various sources, with ability to cite links and sources.
Complex or multi-step queries: Breaking down complex tasks into smaller steps, providing comprehensive results for specific needs.
AI chatbots might be better suited for handling:
Simple, factual questions: Providing quick answers to straightforward queries requiring readily available information.
Personalized interactions and guidance: Tailoring responses based on user context, preferences, and past interactions.
Streamlined information retrieval: Completing specific tasks or answering questions within a defined domain.
At a high level, that might point to search relevance for generalized knowledge; AI chatbots for domain-specific queries (single company; single industry; single geography, app, company or person.
Study | Year | Findings |
|
ChatGPT vs. Google: A Comparative Study of Search Performance and User Experience | 2023 | This study found that ChatGPT excelled at answering straightforward questions and providing general solutions but fell short in fact-checking tasks. Users perceived ChatGPT's responses as having higher information quality compared to Google Search, despite displaying similar trust in both tools. |
|
Bing AI chatbot vs. Google Search: Who does it better, and what about ads? | 2023 | This analysis suggests that search engines remain superior for specific tasks like finding factual information, local businesses, or real-time updates. Chatbots might be better suited for open-ended questions, personalized recommendations, or complex tasks requiring multiple steps. |
|
How AI Will Replace Search Engines | 2023 | Surveyed users indicated a preference for AI chatbots for finding information, with 42% expecting to use them in the future. - Highlights the potential for chatbots to offer personalized recommendations and faster access to information. |
|
29 Top Chatbot Statistics For 2024 | 2024 | Predicts that up to 90% of health and banking queries could be handled by chatbots by 2022. - Suggests increasing adoption of chatbots across various industries.
|
|
Xu et al | 2023 | Users found ChatGPT responses to be more engaging and enjoyable, but Google Search provided more accurate and verifiable information. |
|
Microsoft | 2023 | Early testers reported using the chatbot for specific tasks and entertainment, suggesting potential for niche use cases alongside traditional search. |
|
“Organic and paid search are vital channels for tech marketers seeking to reach awareness and demand generation goals,” said Alan Antin, Vice President Analyst at Gartner. “Generative AI (GenAI) solutions are becoming substitute answer engines, replacing user queries that previously may have been executed in traditional search engines. This will force companies to rethink their marketing channels strategy as GenAI becomes more embedded across all aspects of the enterprise.”
To a great extent, the possibility of replacement might turn on the types of queries being made. Customer service and smart agent use cases are not formally substitutes for traditional search, for example. Commerce-related search is arguably more at risk of disruption, as are informational inquiries that already have shifted to map applications or shopping platforms and websites.
Source | Year | Forecast |
Gartner | 2021 | 30% of all customer service interactions will be handled by AI chatbots by 2025. |
Juniper Research | 2022 | The global market for conversational AI platforms will reach $16.4 billion by 2027. |
McKinsey & Company | 2023 | AI-powered virtual assistants are expected to handle up to 80% of routine customer inquiries by 2030. |
Forrester | 2021 | Projects that AI-powered virtual assistants will become a primary channel for customer interactions by 2024. |
No comments:
Post a Comment