How to stay relevant in Google's AI-driven Search future

Hi Futurist,

OpenAI, Google, and Microsoft all made major announcements at their conferences this past week. Therefore, I am sending you insights, inspiration, and innovation straight to your inbox. Let’s dive into the depths of the digital future together and discover the waves of change shaping our industry.

In this post, we're dipping in:

• 📣 Byte-Sized Breakthroughs: Three (technological) developments in the digital landscape

• 🎙️ MarTech Maestros: one webinar, podcast, or interesting paper I believe you should watch, listen to, or read too

•  🧐 Last but not least: Things that I like

Do you have tips, feedback or ideas? Or just want to give your opinion? Feel free to share it at the bottom of this dip. That's what I'm looking for.

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📣 Byte-Sized Breakthroughs

'Byte-Sized Breakthroughs' briefly highlights (technological) developments in the digital landscape

Headstory: How to stay relevant in Google's AI-driven Search future

Google is moving away from how we know it. Google's recent announcement about AI Overviews in Google Search signifies a major departure from traditional search methodologies. Instead of simply providing links, AI now offers summarized answers directly on the search page. This is currently being rolled out in the US and is expected to reach other parts of the world later this year. This change, described as “letting Google do the Googling for you,” means users receive AI-powered results that aim to answer their queries immediately. For marketers, this raises a pivotal question: How do we ensure our content remains visible and relevant in an AI-dominated search landscape?

Historically, Google’s ecosystem has been a symbiotic relationship where search traffic drives visits to various websites, providing them the opportunity to monetize through ads, subscriptions, and sales. However, with AI delivering direct answers, the incentive for users to click through to websites diminishes. This shift could potentially disrupt the web's ecosystem, making it harder for content creators and businesses to attract visitors. If your biggest source of visitors is Google, now is the time to pay attention.

Let's look at what this development might mean for us as marketers:

1. Reduced organic traffic: With AI Overviews providing direct answers, fewer users may click through to the underlying sources.

2. Increased importance of quality content: As AI summarises and displays key information directly in search results, the quality of the original content becomes even more critical.

3. Need for new engagement strategies: With less traffic driven directly to websites, marketers must find innovative ways to engage their audience.

Okay, so far this may all be clear and predictable. But how can you prepare for it? Don't expect immediate answers on how to adjust your SEO strategy. However, I might be able to steer you in the right direction.

1. Optimize for AI: Ensure that content is structured and written in a way that AI can accurately and effectively summarize. This involves focusing on clarity, relevance, and the strategic use of keywords.

2. Diversify traffic sources: Relying solely on Google for traffic is increasingly risky. Explore other channels such as social media, partnerships, and paid advertising to diversify and stabilize traffic sources.

3. Invest in direct relationships: Build direct relationships with your audience through newsletters, loyalty programs, and exclusive content to foster a sense of community and brand loyalty.

4. Invest in first-party data: With AI’s influence growing, having direct communication channels through first-party data (emails, SMS, etc.) will become indispensable. This ensures that marketers can engage their audience without intermediaries.

Google’s integration of AI into search is just the beginning. As AI technologies evolve, they will continue to redefine how users interact with information and how businesses need to position themselves online. By understanding and adapting to these changes, businesses can continue to thrive in an increasingly AI-centric digital world.

OpenAI announced GPT-4o, their new flagship model

TL;DR

GPT-4o ("o" for "omni") enables natural human-computer interaction by accepting and generating text, audio, image, and video inputs and outputs. It responds to audio inputs in as little as 232 milliseconds, matching human response times, and offers improved performance on non-English text, vision, and audio understanding. Additionally, GPT-4o is faster and 50% cheaper in the API compared to previous models.

Read it yourself?

Sentiment

Expectations were extremely high. Was GPT-5 announced? A search assistant to compete with Google or Perplexity? Although there was initial disappointment among the majority of the AI community right after the live broadcast, optimism emerged once the dust settled.

My thoughts

What I’m most excited about is the voice engine. In their update, they showed an example of how two AI bots communicated with each other and gave each other instructions about what they saw or wanted to see. Wild. Another example was how the voice engine helped a student solve a math problem, assisted someone in preparing for a job interview, or participated in an online meeting and distinguished between different attendees. The future is now. Many of the updates are free, such as access to the GPT-4o model, the GPT store, and data analysis. And now, millions of people have access to it.

Gemini goes multimodal and more AI innovations unveiled

TL;DR

Google also showcased some major changes at their Google I/O 2024 event, including AI-powered search and updates within the Gemini model, similar to GPT-4o. This makes Google Gemini now multimodal, capable of seeing, hearing, and speaking. Additionally, they presented an AI video generation model as a competitor to Sora and provided updates on their image model.

Read it yourself?

Sentiment

Although Google's momentum was overshadowed by OpenAI, the changes to Google Search have garnered the most attention online. Many are still figuring out what these changes mean for SEO, website traffic, and how the functionality deals with hallucinations. Regarding the announcements of making Gemini multimodal, everyone agreed: nothing less was expected.

My thoughts

In addition to the mentioned developments, they also shared other updates. For instance, the ability to talk to YouTube videos as a form of education, access to AI functionalities directly from Google Workspace, and a 2 million context window version of Gemini. There were more announcements, such as AI in Chrome, Android, and Maps. These didn't even make the news headlines, yet these developments directly improve the user experience. This is the silent revolution that brings AI into the hands of millions without them even being told.

More byte-sized breakthroughs:

• Take personalized AI bots anywhere you go in your browser
  Zapier Central's Chrome Extension is now live, bringing the power of personal AI assistants directly to your browser. With this extension, you can chat with any webpage, summarize content, and interact with over 6,000 apps like Google Sheets, Slack, and Shopify—all without leaving your current tab. Central is an AI workspace where you can train bots on your data and teach them to work across numerous apps.

• Anthropic dives into the mystery of AI 'black boxes'
  Anthropic is delving deep into the enigmatic inner workings of AI with a focus on the 'black box' problem. Their research uncovers how neurons within these systems contribute to AI behavior, aiming to make AI models more interpretable. This effort could lead to more transparent and reliable AI applications, pushing the boundaries of what we understand about machine learning.

• Microsoft unveils Copilot PCs
  Microsoft has announced the release of Copilot PCs, a new line of personal computers integrated with AI capabilities. These PCs feature AI assistants designed to help users with a variety of tasks, from managing emails to drafting documents. The Copilot PCs aim to enhance productivity by learning user habits and preferences, providing a more personalized experience.

🎙️ MarTech Maestros

In 'MarTech Maestros,' I share one webinar, podcast, or interesting paper I've encountered, which I believe you should watch, listen to, or read too.

Google CEO Sundar Pichai on the future of AI and Search

Sundar Pichai, Google’s CEO, delves into the transformative impact of AI on search in a recent interview. While you won’t get a step-by-step guide on evolving your SEO strategy, this conversation provides invaluable context on Google's vision for the future of search. As marketers, understanding this shift is crucial. Listening to Pichai’s insights can help you anticipate changes and adapt your content strategy to stay ahead in this evolving landscape.

 🧐 Last but not least: Things that I like

• OpenAI expands GPT-store access to free users: OpenAI has announced that several previously subscription-only features of ChatGPT, including access to the GPT Store, will now be available to free users.

• OpenAI launches ChatGPT desktop app for macOS with new features: OpenAI has introduced a desktop app for ChatGPT, currently available only on macOS. The app allows users to interact with ChatGPT about what's on their screen using a keyboard shortcut or voice commands.

• Improvements to data analysis in ChatGPT: OpenAI has introduced significant improvements to data analysis capabilities in ChatGPT. These enhancements aim to provide more accurate and insightful data interpretations, making the tool more effective for users. You can even link Google Drive or Microsoft's One Drive.

• OpenAI and Reddit announce partnership: OpenAI and Reddit have announced a partnership to integrate Reddit's content into OpenAI's ChatGPT and other products and will enable Reddit to introduce new AI-powered features for its users.

• OpenAI pauses ChatGPT voice resembling Scarlett Johansson: OpenAI has paused the ChatGPT voice known as Sky after it was noted to sound remarkably similar to Scarlett Johansson. The company clarified that Sky's voice is from a different professional actress and not an imitation of Johansson. Scarlett herself is less enthusiastic about this event and is taking legal action.

• OpenAI faces criticism for prioritizing products over AI safety: OpenAI recently disbanded a team focused on preventing “superintelligent” AI systems from going rogue, which led to the resignation of team co-leads Jan Leike and co-founder Ilya Sutskever. Reports suggest that OpenAI deprioritized safety research in favor of launching new products like GPT-4, a move that has drawn significant criticism.

• Microsoft Edge introduces real-time video translation with AI: Microsoft Edge has launched a new feature that allows real-time translation of YouTube videos using AI.

• Microsoft has announced new Co-Pilot features: These features leverage AI to provide real-time assistance and insights to users. The update is part of Microsoft's ongoing efforts to integrate AI more deeply into its products.

• Microsoft’s new Copilot AI Agents to automate tasks like virtual employees: Microsoft is introducing new AI-powered Copilot agents that can autonomously perform tasks like monitoring email inboxes and handling data entry, aiming to reduce repetitive work for employees.

• Microsoft unveils Recall: Microsoft has introduced Recall, a new AI-powered tool for Windows 11 that logs and allows users to search and retrieve everything they do on their PC. This feature, available on new Copilot Plus PCs, offers deep integration into Windows and ensures data remains local and private.

• Microsoft’s Power Automate no-code platform adds AI flows: Microsoft announced that it is integrating generative AI into Power Automate, its process and workflow automation platform. The new AI flows feature allows users to create workflows by describing them in natural language, which the system then translates into Power Automate flows.

• Microsoft Fabric upgrade enhances real-time intelligence: Microsoft announced an upgrade to Microsoft Fabric, introducing real-time intelligence capabilities. This enhancement aims to make data insights more accessible and actionable for users globally.

• Announcing the AI toolkit for Visual Studio Code: This toolkit aims to enhance the development experience by integrating AI-powered features directly into the code editor. Key features include code completion, error detection, and intelligent code suggestions.

• Xbox to launch mobile game store in July: Sarah Bond, Xbox's president, announced that the company will launch its own mobile game store in July, creating an alternative to Apple and Google’s app stores.

• Claude available in Europe: Anthropic's Claude AI is now available in Europe, expanding its reach and providing advanced AI capabilities to a broader audience.

• Gemini Nano directly available in Google Chrome: Google’s Chrome will use Gemini Nano to power on-device AI features, like generate product reviews, social media posts, and generate text directly within Chrome.

• Create personalized chatbots within Gemini: Google is adding the option to build your own ‘Gems’ within Gemini, similar to custom GPT’s within ChatGPT.

• Google introduces SynthID for AI-generated content watermarking: Google has unveiled SynthID, a new tool designed to watermark AI-generated text and video content. This technology aims to help users identify AI-created media.

• DeepMind partners with YouTube and musicians to revolutionize music creation with AI tools: Google’s Deepmind in collaborations with the music community, including partnerships with YouTube and notable musicians, aims to explore AI's role in art and music creation. They developed Music AI Sandbox, a suite of AI tools to transform how music can be created.

• Gemini advanced Data Analysis update: A new changelog placeholder date for Gemini has appeared, set for May 21st, coinciding with MS Build. Only one change is listed so far, which may or may not be significant. However, it is noted that Gemini can now create and convert files.

• Rumours about Apple’s new iOS 18 accessibility features: These include Eye Tracking for hands-free navigation, Music Haptics for a tactile music experience, Vocal Shortcuts for custom Siri commands, and Vehicle Motion Cues to help reduce motion sickness.

• Netflix launches in-house advertising technology platform: Netflix has announced the launch of its in-house advertising technology platform, aiming to streamline ad operations and improve targeting capabilities. This move is part of Netflix's broader strategy to diversify its revenue streams.

• Elevenlabs adds music and sound to Google's Sora competitor release video: Elevenlabs has transformed the release video of Google's competitor to Sora into a music video. Using their own technology, they added music and sound effects based on the visuals. Watch the video here.

• ElevenLabs introduces audio native: ElevenLabs has launched Audio Native, a new feature that enhances audio content creation by integrating advanced AI capabilities. This tool allows users to generate high-quality audio directly from text, making it easier for creators to produce professional-grade audio content.

• Synthesia partners with ElevenLabs to enhance text-to-speech and voice API capabilities: Synthesia has announced a partnership with ElevenLabs to integrate advanced text-to-speech and voice API technology into its AI video platform. This collaboration will allow Synthesia users on an Enterprise plan to create more engaging and personalized video experiences with high-quality, natural-sounding voices.

• New sports streaming service by ESPN, Fox, and Warner Bros: ESPN, Fox, and Warner Bros have collaborated to launch Venu, a new sports streaming service. This platform aims to provide a comprehensive sports viewing experience, combining live events, highlights, and exclusive content.

• ByteDance's AI chatbot dominates China: ByteDance, the parent company of TikTok, has launched China's most popular AI chatbot. The chatbot has quickly gained traction, becoming a significant player in the AI landscape.

• TikTok tests hour-long video uploads to compete with YouTube: TikTok is testing the ability for users to upload 60-minute videos. The platform, known for its shortform content, is increasingly focusing on longer videos and livestreaming to compete with YouTube.

• Slack faces backlash over AI data training policy: Slack users are upset over the company's policy of using their data to train AI services without explicit consent, requiring users to email to opt-out. The policy has caused confusion and frustration among users.

• Council of Europe adopts first international AI treaty: 1. The Council of Europe has adopted the first international treaty on AI, provides a legal framework for the entire lifecycle of AI systems, addressing risks and promoting responsible innovation.

• EU AI Act update: The act will be published in the EU’s Official Journal in the coming days, and 20 days after publication, it will start taking effect in stages. Within two years, the entire AI Act will be enforceable, with fines for non-compliance reaching up to 35 million Euros or 7% of worldwide annual turnover.

• Meta AI enhances Instagram search capabilities: Meta AI has introduced a new feature that allows users to search through all of Instagram, including the content of reels with specific audio.

• Meta's new Instagram feature 'Peek' mimics BeReal and Snapchat: Meta is developing a new Instagram feature called 'Peek' that allows users to post authentic pictures that can only be viewed once, similar to Snapchat's ephemeral content and BeReal's unedited photos. The feature is currently an internal prototype and not being tested externally, with photos needing to be taken in the moment without the ability to upload from the gallery or add filters.

• JP Morgan implements AI training for every new hire: JP Morgan has announced that every new hire will undergo AI training as part of their onboarding process.

• Sony Music reaches out to AI companies over licensed music training: Sony Music has sent an email to 700 AI companies, indicating that they believe their AI models have been trained on licensed music. At the same time, they expressed their openness to discuss licensing agreements.

• Elon Musk's xAI is working on a multimodal Grok: Grok multimodal is designed to understand and generate text, images, and other data types, aiming to compete with other advanced AI models.

• California passes AI bill with strict regulations on high-performance Models: California's new AI bill imposes strict regulations on AI models. The bill prohibits fine-tuning these models for creating chemical or biological weapons and requires an immediate shutdown button. Developers must also complete significant paperwork and reporting to the government.

• Trailer release of Marvel’s What If: Here’s the trailer for Marvel’s What If? Immersive Story on Apple Vision Pro.

• Perplexity partners with TakoViz for enhanced knowledge search and visualization: Users can now search, compare, and share authoritative knowledge cards using Perplexity.

• A major step for crypto regulation in the U.S.: The Financial Innovation and Technology for the 21st Century Act (FIT21) aims to provide a clear regulatory framework for digital assets in the U.S. It seeks to clarify the roles of the SEC and CFTC, protect consumers, and support blockchain innovation. The bill is currently under review in the House of Representatives and has the potential to significantly impact the crypto industry.

This was it. Our twelfth digital dip together. It might seem like a lot, but remember; this wasn't even everything that happened in the past few weeks. This was just a fraction.

I understand that all these developments can feel overwhelming. What should you focus on? Which developments are important for your work or organization? I would be happy to visit you to discuss this. Just, hit reply!

Looking forward to what tomorrow brings! ▽

-Wesley