Googling in the ChatGPT Era

Search is the most lucrative part of Google’s business. So when ChatGPT launched in 2022 and offered to answer users’ every question, it posed an existential threat to the company, forcing Google to respond. Google had to figure out how to compete. But integrating generative AI into Google search would fundamentally change the company’s core product, and it introduced big risks.

Bloomberg reporters Davey Alba and Julia Love spoke to Google executives and former employees to get a look inside Google's plans to transform search with AI.

Read more: Google Is Searching for an Answer to ChatGPT

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