The Next Frontier in Search: How Generative AI will Reshape the Way We Discover and Explore
Exploring the Jobs-to-be-Done Theory and the Impact of Generative AI on Search Engines and Beyond.
Alright folks, let's talk about the theory of Jobs-to-be-Done by Clayton Christensen. This theory is all about understanding why customers "hire" products or services, and how businesses can improve their offerings to meet those needs.
Now, the Jobs-to-be-done theory goes beyond just what customers buy or use, but why they do it. By identifying the job that customers are hiring a product or service to do, businesses can design better solutions that meet their needs and exceed their expectations.
Think about it, folks. If you're a fast food chain, you might think the job your customers are hiring you to do is to provide tasty food at a low cost. But the Jobs-to-be-done theory would say, "Hold on a minute, folks. What job are people actually hiring fast food to do?" And the answer might surprise you.
It turns out that many people hire fast food for convenience. They're busy, on-the-go, and they need a quick and easy meal.
AI and Search Engines
When we use search engines like Google, we are hiring them to do a very specific job - to help us find information quickly and easily. But there's more to it than just that, folks.
One job that we hire search engines to do is to help us answer questions. Whether we're trying to find the answer to a trivia question or looking for instructions on how to fix something, search engines are our go-to source for finding the information we need.
Another job that we hire search engines to do is to help us make decisions. Whether we're trying to decide what product to buy, where to eat, or which movie to watch, search engines can help us find reviews, ratings, and other information that can help us make an informed decision.
How AI will disrupt Search Engines
Technologies like ChatGPT have the potential to disrupt the traditional search engine market in a big way. Here's how:
ChatGPT is a form of natural language processing, which means that it can understand and respond to human language in a way that's more intuitive and conversational than traditional search engines. This makes it easier for users to ask questions and get relevant answers, without having to sift through pages of search results.
There is no surprise that Google is worried about ChatGPT and started to build its own tools.
When we search for something on Google, we can have a lot of different jobs-to-be-done. Some people want just fast and simple information. Other people want to navigate different sources. Although technologies like ChatGPT may not disrupt the entire business model built by Google, it’s fair to say that it could take a lot of these jobs-to-be-done from it. I’ve been using ChatGPT daily now and using it instead of Google for a lot of tasks, for example.
How AI will Revolutionize User Experience in Everyday Applications
Furthermore, Generative AI will invade and threaten not only search engines like Google, but I predict that this type of technology will be in virtually every application we use on a daily basis.
Imagine the jobs-to-be-done that users want when looking for something to watch on Netflix, for example. Today, we can search for titles in the search bar or see the titles that the platform itself directs us to.
However, I predict that it won't be long before we can TALK to these applications, taking the form of interaction with jobs-to-be-done to another level. We will be able to tell Netflix or Amazon exactly what we want, talk to these applications, and they will bring recommendations based exactly on what we want.
So I will be able to just tell Netflix that I want a movie in the style of I See You, a good suspense, fast-paced, with police mystery and without supernatural elements. Less than 2 hours in duration. I will be able to not just search or see recommendations, I will be able to ASK for in a very natural way.
Eventually your main way of controlling a computer will no longer be pointing and clicking or tapping on menus and dialogue boxes. Instead, you’ll be able to write a request in plain English. (And not just English—AIs will understand languages from around the world. In India earlier this year, I met with developers who are working on AIs that will understand many of the languages spoken there.) - Bill Gates, The Age of AI has began
Of course, Netflix is just an example.
Health: "What are some low-cholesterol recipes that include fish and vegetables?" or "How much Vitamin D should I be taking each day based on my age and weight?"
Real Estate: "Show me three-bedroom apartments with a balcony and a view of the city skyline within a 10-mile radius of downtown." or "What are the average property tax rates in this neighborhood for houses built after 2000?"
Retail: "Can you show me black leather ankle boots with a 2-inch heel in size 8?" or "What are the top-rated laptops for college students under $800?"
Travel: "What's the cheapest flight to London leaving on May 15th and returning on May 22nd?" or "What are the most popular tourist attractions in Paris that offer guided tours in English?"
These specific natural language questions allow users to get even more detailed and personalized information from the applications they use in various sectors.
ChatGPT Plugins and apps integrating generative AI into their search engines will boost this trend.
Stay tuned.
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