ChatGPT will beat Google search within four years: AANA
ChatGPT will have surpassed Google search within four years, according to the ad industry’s peak body chief Josh Faulks.
AANA CEO Faulks was addressing around 450 marketers and agency people at the Reset conference Thursday morning in Sydney. Faulks’ three AI predictions recognised that “we are in the middle of a tectonic shift for this industry.”
“AI will fundamentally shift how consumers, stream, search and shop,” he said. “ChatGPT will take over Google search in 4 years. Many say this will happen earlier. The key insight here is consumers are already and increasingly using AI to search.”
Josh Faulks at the Reset conference
“There is a lot of hype around about AI,” Faulks said. “The great disrupter of our time. Bigger than the internet, bigger than the mobile phone and bigger than the invention of electricity!”
Faulks’ second prediction was that AI would fundamentally change how content was created.
“The point here is AI generated content is 62% faster, 55% cheaper and 40% better according to research done by Ad Age,” he said.
His final point was that AI would reshape the client-agency relationship. He quoted OpenAI CEO Sam Altman as saying “AI will handle 95% of what marketers use agencies, strategists and creative professionals for.”
“Sam is being deliberately provocative here. It is self-serving and obviously marketing for his product. But we need to have the conversation.”
Faulks also announced that the AANA is teaming with the Advertising Council Australia, and the Media Federation of Australia to establish an AI Council of Experts, drawn from “the best minds in AI from our members and beyond.”
The Council’s key first task is to develop a clear set of guidelines and standards on AI for the industry, informed by best practice from around the world.
Other speakers at Reset include Jo Brumm, creator of Bluey, and AI futurist Catherine Ball.
More to come.
… and the following year ChatGPT will be beaten by another business.
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Google will remain a force in the space of questions and answers but going forward there will be more than one source for what is ultimately search advertising where advertisers buy intent and interest signals. The future of search advertising will be fragmented.
We have only started to see the entrants. OpenAI is the fastest growing contender but there are many others. And more non-US models are showing up. There is no reason one could not have an Australian player in the space. Or at least Australian versions of Perplexity (a search wrapper on top of other models) that get an edge through local data deals and integrations.
My view with AI is that it will literally stop people from thinking for themselves. I personally refuse to use it as I dislike AI thinking for me and popping up when I’m doing something.
What will become of the children’s minds of today if AI does their thought process for them!! Will they all become morons!!
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