Jon Clark<\/a>, managing partner of digital agency Moving Traffic Media, pointed to a potential problem with sourcing, which he called “the big open question.”<\/p>\n“In other words, if they are showing where they’re getting the information from via link or something like that, then I think there is a real potential for traffic loss to websites,” he added. <\/p>\n
“I think all of this comes down to … how that content is being sourced in the results that come back.”<\/p>\n
If AI-powered search doesn’t properly source material, Clark described it as “a real fundamental change to our industry in terms of how organic search drives traffic” – and a huge risk for publishers.<\/p>\n
For his part, Rolapp said his concern is the speed with which the industry is moving.<\/p>\n
“I am glad to see Google and Bing both say they are focusing on limited releases to learn what the unintended consequences could be, but there are smaller organizations we see rushing to be first with little hesitancy,” he said. <\/p>\n
“I worry about the impact it will have on the spread of misinformation and the very real impact that these tools will have on human life.”<\/p>\n
That includes everything from how human testers and QA teams who train the models avoid some of the worst content on the Internet to companies laying off human workers to enhance profitability.<\/p>\n
“This is a turning point in human culture, and if we move too carelessly, it can have devastating consequences for us all,” Rolapp added.<\/p>\n
\nContributing authors are invited to create content for Search Engine Land and are chosen for their expertise and contribution to the search community. Our contributors work under the oversight of the editorial staff<\/a> and contributions are checked for quality and relevance to our readers. The opinions they express are their own.<\/em><\/p>\n
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