Shares of Alphabet Inc., Google’s parent company, experienced a more than 3% decline in early trading Monday, triggered by reports suggesting a potential shift in search engine dominance as rivals powered by artificial intelligence gain traction. The concerns stem from reports that Samsung was considering adopting Microsoft’s Bing as the default search engine on its devices, a move that prompted internal “panic” at Google, according to the New York Times.
The potential loss of default search status on Samsung devices underscores the growing competitive pressure on Google, which has maintained its position as the dominant search provider for two decades. This pressure intensified with the emergence of ChatGPT and its ability to generate human-like text responses, forcing Google to respond with its own AI chatbot, Bard, in March. Microsoft has further escalated the competition through its partnership with OpenAI, integrating similar AI technology into Bing and other products.
Google is reportedly developing an AI-powered search engine, internally dubbed “Project Magi,” to counter these threats. The project, involving approximately 160 employees, aims to fundamentally alter the presentation of search results and incorporate an AI chat tool for direct question answering, with a public unveiling anticipated next month, the New York Times reported.
The stakes are high and financial commitments are substantial. Alphabet is reportedly paying Samsung an “enormous sum of money” to ensure its Gemini AI chatbot remains preinstalled on Galaxy devices, according to TechSpot. This deal, which began in January, has also drawn scrutiny due to ongoing legal challenges surrounding Google’s business practices, as noted by Gadget Insiders.
Google spokesperson Lara Levin stated the company has been leveraging AI for years to enhance search quality and introduce new search methods, including image-and-text-based searches. “We’ve done so in a responsible and helpful way that maintains the high bar we set for delivering quality information,” Levin said in a statement to CNN. However, the company has also faced setbacks, including a significant stock drop – a 7.7% fall wiping out $100 billion in market value – after a Bard demonstration provided an inaccurate response regarding a telescope.
The rush to integrate AI into search is not without risk. Both Google and Microsoft have experienced instances of their AI chatbots generating errors and “hallucinating” information, raising concerns about the reliability of AI-powered search results. Google and Alphabet CEO Sundar Pichai, in a recent interview with 60 Minutes, emphasized the importance of a cautious approach, prioritizing “user feedback” and “robust safety layers” before deploying more advanced AI models.
The competition extends beyond Google and Microsoft, with companies like Meta, Baidu, and IBM, alongside numerous startups, actively developing and deploying AI-powered tools. Samsung’s potential move to Bing, and Google’s substantial investment to maintain its position, signal a broader reshaping of the search landscape, with the ultimate outcome – and the impact on information access – remaining uncertain.