“The discussion about the possibilities

[tasnimsanika8]

Like other “Big Tech” companies, Google is betting big on artificial intelligence (AI) , the technology that has burst into the tech industry like a bull in a china shop and presumably turned it upside down.

The fact that Microsoft has supposedly taken the lead over Google in the field of AI through its multi-billion dollar partnership with OpenAI threatens (according to some) the Mountain View company's absolutely unchallenged leadership in search ( where Bing, once a pariah in this area, is increasingly standing out with ChatGPT at its side ).

Although it seems bold to suggest that Bing will steal a truly considerable market share from Google thanks to ChatGPT, the company led by Sundar Pichai will soon also integrate AI into its search engine . However, Google does not believe that AI will change the search market on its own, which in order to prosper cannot be solely and exclusively at the mercy of trendy technology. This is what Dan Taylor, Google's global vice president of advertising, assures in a recent interview with Horizont .

of chatbots is fascinating, but it also limits our view of the real potential of AI. At Google, we are interested in search in all its possible formats: text, voice, image, video. We are now light years away from the 10 links that Google started with and have evolved into completely new directions in search. For example, 12 billion searches are currently carried out each month using Google Lens, which allows users to search with their mobile camera. And in relation to chatbots, I think that over the course of the next few months it will become clear that many searches cannot be answered with just one answer . If you ask where the Eiffel Tower is, there is only one correct answer. But when a family wants to adopt a dog and wants to find out about the most suitable breed, it is clear that there is no one correct answer,” says Taylor.

Towards a “cookieless” universe
Beyond AI, another of the most important challenges facing Google is the imminent disappearance of hong kong number screening third-party cookies . “We believe that it is perfectly possible to advertise without tracking each and every step of Internet users on the Internet,” Taylor emphasizes. To pave the way towards the new “cookieless” context that is already on the horizon, AI and predictive technologies are an important support for Google, which also wants to help advertisers to get the most out of first-party data and to appropriately activate it in their advertising.

Another pillar for Google in the transition to a cookieless world is the “Privacy Sandbox” project , which, according to Taylor, has already yielded very good results when it comes to implementing advertising campaigns.

"Our goal is to build the foundations for a healthier network of networks that is committed to adequate protection of users' personal data. Third-party cookies and other identifiers are technologies that are alien to the original purpose for which the Internet was created and have, in fact, caused a great deal of anxiety among users. 80% of people express concern about their online privacy, so the industry needs technology that stops tracking Internet users on the web," emphasizes the Google executive.

Taylor believes that projects like the Privacy Sandbox benefit consumers, advertisers and publishers alike . “That’s precisely why we’re interested in building an open and robust network where publishers can offer content for free and make money from that content through advertising,” he says.