DeepMind, a London research company that Google bought in 2014, and Google Brain, an advanced research division at its Silicon Valley headquarters, have long given the search company one of the strongest footholds in AI. More recently, Google has broken ground with different variations on the so-called generative AI that underpins ChatGPT, including AI models capable of telling jokes and solving mathematics problems.
That has left Google facing “a classic innovator’s dilemma” – a reference to the book by Harvard Business School professor Clayton Christensen that sought to explain why industry leaders often fall prey to fast-moving upstarts. “If I was the one running a $150 billion business I’d be terrified of this thing,” Ramaswamy said.
Ramaswamy calculated that, based on OpenAI’s pricing, it would cost $120 million to use natural language processing to “read” all the web pages in a search index and then use this to generate more direct answers to the questions that people enter into a search engine. Analysts at Morgan Stanley estimated that answering a search query using language processing costs about seven times as much as a standard internet search.
These challenges are exacerbated by the political and regulatory concerns caused by Google’s growing power, as well as the greater public scrutiny of the industry leader in the adoption of new technologies. According to one former Google executive, the company’s leaders grew worried more than a year ago that sudden advances in the capabilities of AI could lead to a wave of public concern about the implications of such a powerful technology in the hands of a company.
The search company has come under fire before over its handling of AI ethics. In 2020, when two prominent AI researchers left in contentious circumstances after objections to a research paper assessing the risks of language-related AI, a furore erupted around Google’s attitude to the ethics and safety of its AI technologies.
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