By Betsy Burton
Will Generative AI Fundamentally Change How We (Humans) Interact with Information?
I’ve engaged in conversations with numerous individuals actively utilizing generative AI, both in their professional capacities and outside of work.
As I mentioned last week, the current adoption of generative AI beyond the confines of the workplace is notably high, and within certain industries, the utilization of generative AI for work-related tasks is also prevalent.
This led me to question the fundamental differences between how most people engage with generative AI technologies compared to their interaction with Search technologies.
Evolution of Search Usage
During the inception of search engines in the early 1990s, their primary function was to locate websites that provided further information on specific subjects—a guide for navigating the Internet.
Over time, especially with the rise of Google, search engines evolved into significant sources of information on various topics. The phrase “to google/ask Google” emerged as a way of expressing the act of seeking information.
Search Is About Gathering Information
However, what sets search engines apart is their delivery of a list of information sources, leaving it to the user to sift through and interpret this data for their purposes.
While asking a search engine “what is X” might yield a Wikipedia-based definition, anything beyond straightforward queries results in a collection of information sources. Even a simple task, like seeking different alternatives for supporting business analytics needs, generates a list of provider sites or articles on the “Top Data Analytic Providers.”
Generative AI Focuses on Task Completion
In contrast, users of generative AI are more directed towards task completion or obtaining specific answers. According to a recent McKinsey survey, generative AI’s predominant workplace usage lies in marketing and product development.
For instance, a marketing professional might employ generative AI text to draft or edit marketing emails or create initial document drafts.
I recognize the potential for Generative AI in search functions—indeed, generative search and conversational intelligent search are emerging technologies (e.g., Google’s experimental SGE Search Generative Experience)—, I am left wondering how will Generative AI change human behavior?
Impact on Human Behavior
How will the initial use of generative AI determine its future applications? Are people seeking answers or gathering information to form their own conclusions?
I contend that even as generative search capabilities gain traction, users will primarily utilize generative AI-enabled technologies to “do something” rather than merely “find something.”
A Chief Technology Officer of a financial services organization I recently spoke with claimed to have abandoned traditional search methods, relying instead on preferred AI generative text or image providers.
The not-so-subtle emergence of AI assistants/agents and the gradual rise of digital labor (refer to Ten Digital Labor Workforce Mgmt. Best Practices) underscore this evolving change.
Bottom Line
AI technologies, particularly generative AI, are rapidly evolving and finding widespread adoption. New capabilities for both professional and personal use are announced—often as plans—on a regular basis. Thus, the patterns for how human’s use AI technologies is evolving.
Nonetheless, I posit that the current extensive adoption of AI technologies will establish a paradigm shift in how current and future generations engage with technology—presenting both positive and negative aspects.
Despite varying opinions on AI’s strengths and challenges, we are swiftly passing a tipping point from “information searching” to “information acquisition.”
Is your business prepared for this fundamental shift concerning your employees, partners, and customers?
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