In The Age Of AI, Google Experiments With Bold Changes To Search

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Google is testing and releasing a bunch of new features that amount to real change at a critical time.

AI-generated image by Midjourney/Big Technology

For years, Google dominated search with little opposition. The format faced little disruption, always a bunch of blue links. And the company’s multi-billion dollar deals with Apple cemented its lead. But its comfortable perch is starting to fade. A U.S. Justice Department lawsuit exposed its distribution practices, opening it to competition. And generative AI tools threaten to upend the search format and reshuffle the playfield.

In this moment, Google is experimenting with bold new changes that may meaningfully alter the search experience. It’s started allowing people to leave publicly visible notes on search results in a test announced this week. It’s added an option to follow specific search queries, pushing new information vs.


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