We are seeing the counter proof right now. Search in itself isn't sustainable. The concept is challenged by GenAI-based approaches.
Of course they are not a 1:1 replacement, but for the first time we see Google's model being challenged and them having to defend, which they do by trying to drive competition of by integrating genai into their products. Once the competition is gone, they can reconsider.
Of course they are not a 1:1 replacement, but for the first time we see Google's model being challenged and them having to defend, which they do by trying to drive competition of by integrating genai into their products. Once the competition is gone, they can reconsider.