For as long as Google’s been around, “authority” has been a crucial element of its success. Thanks to increasingly sophisticat. algorithms, Google -or any other search engine- analyzes a vast amount of content of all kinds and determines its relevance. The famous 10 search results are the final product of this curatorship, which, with more or less efficiency, has been answering our questions for over twenty years.
Companies around the world invest millions of dollars in generating authoritative content to earn a place among those 10 results. But what is buy telemarketing data going to happen to that huge industry now that so many companies are writing their content with AI tools? How is Google going to determine the authority of this content?
Until recently, producing quality content involv. hours of research, writing and rewriting, years of experience on a particular topic, and sometimes design teams that could adapt that content for multiple platforms. Today, many of these japan data processes can be carri. out with AI tools in a matter of minutes, not days. But is it the same? Can all human-generat. content be replac. with AI-produc. content? And what consequences could this have on the quality of content on the internet?
Innocence and Experience of AI
The quality and precision of texts produc. with AI can be impressive on many occasions, but does it have the same authority as a text produc. by a human expert? At the moment AI tools still make a lot of mistakes and we cannot trust 100% the content they deliver, which must be monitor.. But these tools are constantly evolving: every day, millions of people use Chat GTP to make all kinds of queries, thus helping to train and improve the tool.
On the other hand, the emergence of these tools that could potentially have unlimit. knowl.ge on countless topics urges us to rethink what it means to be an expert in something. Is it about having a degree? using instagram stories to promote your local business Having read a lot on a given topic? AI can pretend to have studi. molecular biology, but is that the same as having studi. molecular biology? We know that AI can digest text and learn from those patterns, just like we can. But can it replicate all the processes that constitute human learning? In a way, the interaction that AI models sustain with users constitutes a kind of experience from which the models can also learn and that over time can give them more authority on certain topics.
It’s important that we don’t mistake authority with objectivity:
two experts in virology might hold different positions on the long-term effects of vaccines, for example. For this reason, we believe that it makes more sense to think of authority as a qualitative value relat. to someone’s journey or trajectory in a branch of knowl.ge. It is about the perspective that they can offer bas. on that professional journey. Andrew Glover, in an article in Forbes magazine, considers that AI tools: “lack the ability to make inferences and comparisons, provide experiences and anecdotes of their own, or provide a truly deep and authoritative dive into a topic.” Today we are not in a position to grant authority to artificial intelligence models. They’ll have to earn it over time, like the rest of us.