EIS-Webinar-AI-Search-Session-1-Gen-AI-Impact-2024-09-25.pdf

Explore how generative AI, particularly OpenAI's Search GPT, is reshaping the landscape of traditional search engines. Discuss the technological advancements of Search GPT and compare them with traditional search algorithms. Analyze whether generative AI will complement or compete with existing search giants like Google. Examine the potential business impacts, including changes in user behavior, cost efficiencies, and shifts in advertising revenue models.

In this session, we will explore the potential of OpenAI’s Search GPT and critically analyze its role in transforming search engine dynamics. We will begin with an overview of generative AI technology and its core functionalities before transitioning into the specific capabilities of Search GPT.

Key discussion points will include:
● Technological Overview: Understanding the mechanics of generative AI versus traditional search algorithms.
● Comparative Analysis: Identifying the strengths and limitations of both generative AI and established search engines like Google.
● Potential Market Disruption: Evaluating how Search GPT might disrupt or synergize with the current search engine market.
● User Behavior and Psychology: Analyzing how generative answers change user interaction and expectations.

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WEBINAR WEBINAR
The Impact of Generative AI on Traditional Search
Engines: A Deep Dive into OpenAI’s Search GPT
SETH EARLEY
CEO & FOUNDER
EARLEY INFORMATION SCIENCE
Media Sponsor
PATRICK HOEFFEL
MANAGING PARTNER
PH PARTNERS
JEFF COYLE
CO-FOUNDER &CHIEF STRATEGY
OFFICER
MARKETMUSE

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Today’s Panel
[email protected]
https://www.linkedin.com/in/sethearley/
2
Seth Earley
Founder & CEO
Earley Information Science
“I do not know of any books that have such
useful and detailed advice on the
relationship between data and successful
conversational AI systems.”
—Tom Davenport, President’s Distinguished
Professor at Babson College, Research Fellow
at MIT Initiative on the Digital Economy, and
author of Only Humans Need Apply and The AI
Advantage
Patrick Hoeffel
Managing Partner
PH Partners
[email protected]
https://www.linkedin.com/in/Patrick
-hoeffel/
Jeff Coyle
Co-Founder & Chief Strategy
Officer
MarketMuse
[email protected]
https://www.linkedin.com/in/jeffcoyle/

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Before We Get Started
WE ARE RECORDING
SESSION WILL BE
50 MINUTES PLUS
10 MINUTES FOR
Q&A
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VALUED
Link to recording & slides
will be sent by email after
the webinar
Use the Q&A box to
submit questions
Participate in the polls
during the webinar
Feedback survey afterward
(~1.5 minutes)
Thank you to our media partners : CMSWire and VKTR

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About Earley Information Science
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7 Part Search Series
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Upcoming Sessions in this Series
Session 2:Oct 9 - Product and Ecommerce Search
Session 3: Oct 23 - Generative Engine Optimization (GEO): Revolutionizing SEO for the Future
Session 4: Nov 6 - Is my AI Assistant Lying to Me? Accuracy in Generative AI
Session 5: Nov 20 - The Practical Reality of AI and Large Language Models (LLMs) in
Transforming Business Operations
Session 6: Dec 4 - Vendor AI Strategies and Challenges: Lucidworks, Coveo, OpenSearch, and
Algolia
Session 7: Dec 18 - Stories of AI Impact on Real Peoples’ Lives and Livelihoods: The AI Gift
that Keeps on Giving
Session 1:Sept 25 – The Impact of AI on Search

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Poll
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1.Not on the radar
2.Planning stages for Gen AI
3.Controlled experiments using Gen AI
4.Gen AI usage is currently banned
5.Implemented PoC’s (internal or externally facing)
6.Gen AI applications deployed
7.None of the above
Where are you on your Gen AI journey?

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Traditional Search
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How do the mechanics of generative AI differ
from traditional search algorithms?
Traditional search creates a forward index of
content – what are the words in a document?
That index is then Inverted - what
documents contain certain keywords?
Metadata in a content management system is
explicit
Words in a document become implicit
metadata which is captured in a search
index.
Other signals (incoming links for example) become
additional implicit metadata. Google uses 200+ signals
in its ranking algorithm

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Vector Search
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A vector is a mathematical representation of content and data.
Size
Style
Color
Medium, White, Polo shirt
Sm
Med
Lg
Polo shirt
Sweater
Dress shirt
Gray
Black
White

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Vector Search
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A vector is a mathematical representation of content and data.
Latitude
Elevation
Longitude

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Vectors can have thousands of dimensions
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3 Dimensions: Location in physical space
Type: Restaurant
Cuisine: Italian
Rating: 5 star
Price: $$$
4 More Dimensions describe the entity
Your restaurant
You are here
How far apart are two vectors in
n-dimensional space?

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Generative Search - “AI Overview”
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Uses LLM to interpret query
Uses vector embeddings (ingested content mathematical
representation in n-dimensions)
Uses vector similarity search to determine what is closest
neighbor
Can include citations

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The Big Picture
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OpenAI
Page Repo
OpenAI
"Search" Web Crawler
"OAI-SearchBot"
SearchGPT
Search Query
Results
Page
Live-crawled
Content
Your
website
Results
Page
Your
website
OpenAI
"Live" Web Crawler:
"ChatGPT-User"
ChatGPT
Search Query
Results
Page
Your
website
GPT Foundation Model
LLM
OpenAI
"LLM" Web Crawler
"GPTBot"
ChatGPT
Search Query

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Google Search has many parts.
Let’s unpack a few.

AI Overview (AIO)
Organic Search and (in this
case) a right rail knowledge
graph/panel, People Also Asked
(PAA) unit and People Also
Searched For (PASF) unit
AI Overview (AIO)
People Also Ask (PAA)
Organic Search
People Also
Search For
(PASF)
Knowledge
Panel (KP)

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Knowledge
Panel (KP)
People Also Ask (PAA)
People Also Search For (PASF)
Organic Search

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AIO with
citations
expanded

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PAA unit with first item
expanded

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Things To Know (TTK) unit
with first item expanded
(showing intent fracture)

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Now ChatGPT – ChatGPT is
an application that sits on top
of LLMs – it isn’t an LLM

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You can go into
“incognito” with
“Temporary Chat

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That removes settings,
custom instructions and
memory

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If you don’t you have infinite
personalization --- even more so than a
Search engine as language is infinite ---
LLM base models are trained on general
knowledge and content – now more
content

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Fun example of prompting
to use the browser tool

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Models are important --- this is early AGI
and reasoning --- note the prompt is
DIFFERENT --- tokens matter

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SEARCHGPT is different.
Default is similar to
Featured snippet

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Sources are referenced
in some responses and
also available in a rail
experience.

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Comparative Analysis
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Prompts increasing in length
User believes that system “understands” the query
Search type-ahead becomes less relevant
Absence of type ahead in gen search is a departure from
traditional search
Context is getting longer – search strings getting longer –
transition to voice from typed interface

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Conversational Interactions vs Keyword Retrieval
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“Google's primary mechanism is keyword matching, which can
sometimes lead to irrelevant or less helpful results, especially for
complex or nuanced queries.
SearchGPT maintains context across multiple interactions,
allowing users to build on previous questions and receive more
personalized responses. This makes the search experience feel
more like a conversation with a knowledgeable assistant.
SearchGPT aims to provide timely and accurate information by
using real-time data from the web. This means that users are
more likely to get the latest information on a given topic”
https://www.datacamp.com/blog/searchgpt-openai

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Potential Market Disruption
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How will Search GPT disrupt or synergize with the current search
engine market?
How will Gen Search change the SEO market?
What will orgs do differently to prepare their content for GEO?
Old SEO “tricks” will not work in the same way (i.e., content
stuffing)
If 50 people are selling same product all using LLMs to generate
content, how different will it be?
Google is detecting whether content is human generated and
will rank authentic content in preference.

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Potential Market Disruption
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We can tell when content is AI generated
What is the unique information value?
Authenticity will become to strong signal
Machine content or human content will need to be badged in
some way
Buying keywords will be less effective – need to buy phrases “ad
phrases”
.

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User Behavior and Psychology
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How do Generative Search answers change user
interaction and expectations?

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What is different?
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Fundamental mechanisms are changing
ChatGPT instant search (citations or fresh data) different from
SearchGPT index which is different from ChatGPT training
Is there a benefit for the content producer?
How do I make sure my content is found?

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Potential Market Disruption
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Google Guidelines:
Does the content provide original information, reporting,
research, or analysis?
Is the content mass-produced by or outsourced to a large
number of creators, or spread across a large network of sites, so
that individual pages or sites don't get as much attention or
care?
Does the content provide substantial value when compared to
other pages in search results?

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Google Guidelines
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“Does the content present information in a way that makes you
want to trust it, such as clear sourcing, evidence of the expertise
involved, background about the author or the site that publishes it,
such as through links to an author page or a site's About page?
If someone researched the site producing the content, would they
come away with an impression that it is well-trusted or widely-
recognized as an authority on its topic?
Is this content written or reviewed by an expert enthusiast who
demonstrably knows the topic well?
Does the content have any easily-verified factual errors?”

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Contact
[email protected]
https://www.linkedin.com/in/sethearley/
35
Seth Earley
Founder & CEO
Earley Information Science
Patrick Hoeffel
Managing Partner
Patrick Hoeffel Partners
[email protected]
https://www.linkedin.com/in/Patrick
-hoeffel/
Dave Skrobela
Client Partner
Managing Director
Earley Information Science
[email protected]
Jeff Coyle
Co-Founder & Chief Strategy
Officer
MarketMuse
[email protected]
https://www.linkedin.com/in/jeffcoyle/

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