In fact, a study by Emily Bender, Timnit Gebru, Angelina McMillan-Major, and Margaret Mitchell (credited as “Shmargaret Shmitchell”) found that “large datasets based on texts from the internet overrepresent hegemonic viewpoints and encode biases potentially damaging to marginalized populations.” Bias is a problem with traditional search engines too, they can lead users to websites that contain biased, racist, incorrect information.

Generative AI has a huge potential to change our search behavior in the last few decades. It doesn't only change how we search about pieces of information but also changes our expectations from search.

A potential to change our search behavior

Let's see our search history. <ul><li>Search 1.0 required people to enter a certain keyword or combinations to query the engine. </li><li>Search 2.0 allowed users to type natural phrases as if they were interacting with a human. </li><li>Search 3.0 (already between us right now) wants an answer instead of certain websites. Users want deeper insights and understanding. </li></ul>

The History of our search behavior

Probably yes and probably no. Relying on LLM (Large Language Model) as the source of information is extremely difficult. The most challenging part is the tremendous amount of processing power needed to continuously train an LLM and the financial cost regarding these resources. Google covers the cost of search through selling ads, and it provides the service free of charge. If it aims to process queries at the rate Google does, then it will need a higher cost to pull off.

So, will this change our behavior in the near of future? 

Search 3.0 will be the rise of purposefully and transparently curated and deliberately trained LLMs for vertical search, which are specialized, subject-specific search engines.

What would our search 3.0 look like? 

Many people from various industries are getting anxious about being replaced by AI. However, it's too naive to believe such a term. The speculation of how generative AI might change everything we know about knowledge, content creation, and reshape the organization, or even the whole entire industries. It doesn't mean some people will get replaced, it means we have to reshape our skills to the need of nowadays situation.

Getting replaced by AI

ChatGPT's first problem: it's not a search engine, because it doesn't have access to real-time information, just like the search engine does. ChatGPT was trained on a massive dataset with an October 2021 cut-off. This process gave ChatGPT the ability to understand and produce human language.

ChatGPT is not a search engine

However, there is still problem of actual information it will deliver: What exactly are tools like ChatGPT going to learn and from whom?Even the curation that ChatGPT does in a massive online dataset, doesn't mean it is actually correct and free of bias.

Bias 

However, google simply guides users toward sources, it bears less responsibility for the content. Users can apply their judgment to differentiate the information they want to use. This judgment step is removed with ChatGPT because it is directly responsible for the biased and racist results it may deliver. Also, users have no idea what sources are behind every answer with ChatGPT and it won't provide them when asked. This creates even more dangerous situation where a biased machine may be used by certain users as an objective tool that must be correct.

Because of this issue, ChatGPT and generic LLMs have to overcome a major challenge to be of use in any serious situation to find information or produce content, especially in academic and corporate applications where the smallest misstep could have catastrophic career implications. LLMs will likely sharpen certain aspects of traditional search engines, however, currently, it seems incapable of dethroning Google search. They could play a more disruptive and revolutionary role in changing other kinds of search. LLM stands for OpenAI’s Large Language Model

LLMs will likely to sharpens certain aspects of traditional search engines

It's a mistake to be relying on ChatGPT for anything important right now."

In this rapid technological transformation, it's not a question that everyone got anxious about what the future would bring for us.

Does AI literally revolutionize search? Not yet

The birth of OpenAI shocks everyone, and many influencer has creates videos and blogs that keep telling people the transformation it brings to society. However, there's a hidden thing that everyone should know about this technology. 

Generative AI has the potential to drastically change what users expect from search, and companies such as Microsoft and Google are placing big bets on what it might yield. But despite the hype around ChatGPT — and generative AI overall — there are major practical, technical, and legal challenges to overcome before these tools can reach the scale, robustness, and reliability of an established search engine such as Google. These include problems of keeping large language models up to date, issues around sourcing, and convincing fabrications by the AIs. That said, these tools might be strong fits for narrower, more specialized forms of search.