Generative AI technology, particularly Chat GPT, is raising concern for the future of Google search. Despite a recent algorithm update, experts have noticed an increase in spam and low-quality content ranking prominently on Google's search results. This raises doubts about Google's ability to provide reliable search results in the era of generative AI. Google heavily relies on ad revenue from search engine results pages (SERPs), making it crucial for the company to deliver trustworthy results. Google's struggle to distinguish between human-generated and AI-generated content has given marketers an opportunity to exploit AI for higher search rankings. The fragmentation of search with the emergence of platforms like Chat GPT, TikTok, Instagram, and Reddit adds complexity to the landscape.

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