GenAI Searches Will Change Consumer Digital Behavior

MIT Tech Review’s Niall Firth and Mat Honan discussed the impact of genAI search on how consumers find answers to questions online. I found it to be a concise yet thorough description of the state of the technology today including the right use cases, impact of inaccuracies, and what it will mean for brands. My favorite bit was when they raised questions around 1) impact for publishers 2) the value of usefulness even with inaccuracies 3) how LLMs are now an audience and 4) the technology’s ability to flatten content creator’s ability to reach a larger audience.