Here's another example of how generative AI is being used, which highlights why I think Google is very very worried.
My truck needs new tires soon. I don't drive it much other than to get up into the mountains on questionable roads, big snow days for skiing, and the like. I have proper winter tires for ski season, but there are times in the shoulder seasons when I've needed reasonable winter performance. So I'm looking for a capable all terrain tire that can handle sharp rocks, decent mud performance for short stretches, and performs reasonably well on snow and ice.
I kinda have an idea already of the top contenders, but this makes for a good test of ChatGPT. So I tried asking it "what are the top all-terrain tires for light trucks for snow and ice" and it came back with a very reasonable list of 5 tires, mostly what I'd expect. But then I asked it to refine for tires with 3PMSF rating which eliminated one. Then I asked it again to refine for a specific size and load rating, and it eliminated one more.
Getting to a list of 3 top contenders for very specific criteria in just a couple minutes is very good. There's one new tire for 2024 not on the list that I think could be, so their LLM may not be super fresh. And I wouldn't rush out to buy one without further research. But going through a similar process with Google alone is super frustrating and time consuming. The video results are the absolute worst, just a bunch of filler and self promotion for 60 seconds of actual content. And the listicles and influencer content larded up with ads and what not is maddening.
So using ChatGPT as a first-order search to help define and narrow what you're looking for is extremely useful. This is also the point in the search experience that is most valuable to advertisers, so Google is right to be worried. Again, I wouldn't just trust its output as the gospel truth, since it's outputs are only as good as the inputs. But Google is much more useful once you have very specific tires to research.