Google, warga123 rtp Microsoft and others boast that generative artificial intelligence tools like ChatGPT will make searching the internet better than ever for users. For example, rather than having to wade through a sea of URLs, users will be able to just get an answer combed from the entire internet.

There are also some concerns with the rise of AI-fueled search engines, such as the opacity over where information comes from, the potential for “hallucinated” answers and copyright issues.

But one other consequence is that I believe it may destroy the US$68 billion search engine optimization industry that companies like Google helped create.

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