The Next Google Search Engine: The Shift towards Generative AI and the Importance of Community Management

The Next Google Search Engine: The Shift towards Generative AI and the Importance of Community Management

In today's fast-paced digital world, the way we search for information has become an integral part of our daily lives. Google has been at the forefront of search engine technology for decades, but is it time for a change? Many experts believe that the next Google search engine will be powered by generative AI, revolutionizing the way we discover and consume content.

The current search engine design, both on mobile and desktop, is rooted in the technology available in the late 1990s. While it has served us well all these years, it may no longer be the best way to search in the age of graph-based content, data streams, video content, ecommerce, and authoritative knowledge sources like Wikipedia. We have evolved, but our search engines have not kept up with the times.

One of the key ideas behind the shift towards generative AI is to move away from the traditional database-centric approach. Instead of searching for something and sifting through the first few results, users would be able to generate the answer they are looking for. This means using the vast amount of data available as training data for neural networks, allowing them to generate relevant and accurate results.

The training data required for generative AI models is massive, often in the terabytes. However, the trained models themselves are relatively small, only a few gigabytes. This means that the cost of running the AI-powered search engine is much lower than the cost of maintaining the infrastructure needed for traditional search engines. This could disrupt the distribution monopoly and advertising business of incumbents, as running the AI search engine would be more cost-effective in the long run.

But what does this shift towards generative AI mean for the user experience? With generative AI search, the user flow would be completely different. Instead of scanning through search results and dealing with pop-ups, ads, and scams, users would be able to generate the exact answer they need. This raises questions about the future of the advertising business in this new paradigm. How will ads be integrated into the generative AI search experience?

While the shift towards generative AI is an exciting prospect, it's important not to overlook the importance of community management. Community management is the art of nurturing and enhancing relationships within a community. It involves activities such as onboarding new members, maintaining existing relationships, strengthening connections, and reorganizing the community when necessary.

Communities are formed by the connections between users. They can be classified based on their dynamics (static or dynamic) and their purpose (objective or emotional attachment). They can also be categorized based on interest, place, action, and practice. Understanding the different types of communities and their dynamics is crucial for effective community management.

The importance of community management stems from its similarities to customer success. Both involve building and maintaining relationships, understanding the needs and desires of the community or customer, and creating a positive experience. In the world of business, community management plays a vital role in the purchasing process. Studies have shown that 84% of B2B purchases start with a referral, and 81% of people trust business advice from friends and family. By fostering a strong community, businesses can tap into this trust and leverage it for growth.

However, it's essential to note that there can be a bias in community contributions. The 1-9-90% rule states that only 1% of community members actively create content, 9% engage with the content, and the remaining 90% consume passively. Community managers need to be aware of this bias and find ways to encourage active participation from all members.

The decline of a community can occur due to various factors, including the stagnation of member engagement, the deterioration of the community's purpose or interests, and the natural evolution of the community over time. Community managers must be proactive in identifying these signs and taking steps to prevent or address them to ensure the longevity and vibrancy of the community.

In conclusion, the future of search engines lies in generative AI, where users can generate the exact answers they need instead of sifting through search results. This shift will disrupt the distribution monopoly and advertising business of incumbents, making way for a more cost-effective and user-centric search experience. However, it's important not to overlook the importance of community management in the digital age. Building and nurturing communities can significantly impact businesses and individuals alike. Here are three actionable pieces of advice for businesses and community managers:

• 1. Invest in AI-powered search technology: Stay ahead of the curve by adopting generative AI-powered search technology. This will not only enhance the user experience but also provide valuable insights and data for community management.

• 2. Foster active community participation: Encourage active participation from all members of the community by creating opportunities for engagement, recognizing and rewarding contributions, and providing a safe and inclusive environment.

• 3. Adapt and evolve with the community: Continuously assess the needs and interests of the community and adapt your strategies accordingly. Be proactive in addressing any signs of decline or stagnation to ensure the long-term success of the community.

By embracing the power of generative AI and prioritizing community management, businesses can thrive in the ever-evolving digital landscape and create meaningful connections with their audience. The future is bright for both search engines and communities, and it's up to us to embrace the changes and make the most of the opportunities they present.