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There is a big disconnect between sensational news ("AI is eating our jobs") and rather boring reality. We are told that companies and employees need to reinvent themselves, but there are few examples besides automation.
I'd like to suggest that one of the biggest reinvention is happening in plain sight.
Once you've seen it, you can't unsee it! Let's dive in.
Exponential times ahead!
The Assistant is so abstract it doesn't have a proper logo, much less a face - it doesn't need one, it is Google itself.
Google is becoming the Assistant
Google is becoming the Assistant
Chances are you have heard the Google Assistant on your Android phone, in your smart home (or a friend's), in your Google app, in Google Allo (rest in peace) or when you dial into Meet using your phone. Google is investing tons of money into AI services. The Assistant is getting smarter all around, but it is really benefiting from advances in understanding natural language.
Google invests in voice recognition for a good reason: by 2020, 50% of all searches will be voice searches. Voice looked like a threat to Google (Amazon Alexa can do voice, too...), but Google seems to have caught up and now embraces voice searching. Think of what we used to do: We type "google.com", click a search box, type in our query - and 2 out of 3 users click one of the top 5 results. The AI can do that for you and will.
In 10 years, kids will probably think that Google refers the voice they are talking to, not a website, a search engine or a company. Not choosing a person name like "Siri", "Alexa" or "Cortana" has been criticized but may have been a very smart move: Google is increasingly identified with the Assistant.
The Assistant is becoming Google
The Assistant is becoming Google
Google is eternally watchful about being sidetracked by operating systems, browser vendors or carriers, to name a few. Everybody would like a piece of the search/ad market. What do you do to make sure others drive traffic your way?
You pay them. $12b/year for Safari (that must be the reason Apple keeps it alive), $0.5b/year to Mozilla .
You create a platform for them.
The Google app Assistant no longer just displays search results - now you can interact with them. Google has started running little apps inside the Assistant (screen or Voice, whatever you prefer) and is now opening its "Interactive Canvas" up to third parties. Operating systems and devices are becoming gateways to access the Assistant.
Spotify runs on Android, iOS, the web - and on the Assistant.
Not all changes are created equal!
Google Search will now understand your intentions
Google Search will now understand your intentions
Google just updated its search to understand what users are really searching for. Say I want to "change" something - but the sites I am looking for speak of converting, switching, replacing. Neural matching will understand that and bring me quality results despite being a lousy searcher. This new technology already powers over 30% of the 5.6 billion Google searches per day.
Understanding intent from phrases is currently a sophisticated, but expensive product Google sells to customers. Scaling up analyze billions of queries daily, instantly, is mind boggling. But apparently they are there already.
(The next step is reading your emotions, to know what you really, really want. Alexa will try soon.)
AI capabilities are starting to shape companies
AI capabilities are starting to shape companies
In the past, AI was either a marketing gimmick ("buy the new phone, now with more AI in it!") or a basic feature that enhanced other services ("Based on your history, you should like this movie"). Google is now shifting:
We are seeing the first business decisions based on growing AI capabilities.
Reshaping the core business - search - around the Assistant's new capabilities (voice recognition, a universe of apps inside the Assistant, intention recognition) will have far reaching consequences for advertisers. It will be harder to trick customers with shady tactics, but also require more work (and money). It's likely going to be great for customers, locking them in further. Merging with the Assistant seems a logical move.
Do you think we're on to something? Do you spot other examples of companies reinventing themselves around AI? Reach out and let me know, I'd be happy to discuss! Thank you for reading!
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