I would say that a twenty-first century search
system doesn’t look like a search system at all. I think the most interesting part
about where search is headed is that it will become more ambient, more transparent. I think
in even, I don’t know, five years, ten years, sometime in the future this notion of saying
I’m going to go search for that, I’m going to go search that, I’m going to go Google
that, I’m going to Bing that will sound as outmoded as someone saying I’m going
to go get online. In the old days before broadband Internet was broadly distributed and before
we had wireless access everywhere you would have to consciously say to yourself I’m
going to go dial up to AOL, Compuserve, one of these old services and get online. You
had to stop your train of thought, interrupt your task and do that. And search is kind
of the same way today. When you think about it if you’re in the middle of something
else and you want to figure out the ratings for a particular restaurant that your uber
is going to take you to, you have to switch apps and go to a search app and punch it in
and that’s very disruptive. What we’re seeing now search heading – it’s becoming
more – it’s becoming more interwoven throughout all the different experiences. So as you are
engaging in experiences anywhere. Search has simply become relevant and become part of
that experience that you’re engaging with. So that’s the first thing I think is you’re
going to see search as this construct begin to blend into the fabric of what you’re
doing. Search will also however stop just simply
being an index. We’re already seeing in many cases today search creating knowledge,
synthesizing knowledge. And that’s a pretty exciting thing. Traditionally search has been
all about finding something somebody has written or published or whatnot, indexing that, retrieving
it when someone asks a question pertaining to it. Because of the work that all these
companies have done over the last 15 years the ability for search to physically understand
the world in which it lives has been boosted dramatically meaning that search now has the
ability to process the world. Not just index but make sense of all these things, make sense
of who I am, make sense of who I know, make sense of what I like and create content about
me, about the world in ways that just didn’t exist. And so it’s really exciting for nerds
like me because suddenly we’re not just retrieving things that already exist, that
we’re finding patterns, we’re finding insights, we’re finding things that no one
even knew using all of this computational power that we have. So the fact that, you
know, heading down – if I have to go up to midtown today avoiding a certain street
because there’s congestion. That’s a very simple example of what search has. Search
has looked at all the data coming in from all the different cars and the streetlights
and the cameras and whatnot and said there’s something happening here on the 38th, right,
so you should route around that thing. That isn’t indexed anywhere. That is a synthetic
creation of search. So I think that’s the second really exciting thing, the first one
being again the transparency of it. The second thing being this predictive power and this
creation ability of it. The last thing really I’m most excited about is the ability that
we’ll have to interact with it in new and different ways. And so in the same way that’s
becoming more transparent search will be able to again be ambient around us and it will
be something where you’re not even necessarily thinking about I need to go search something.
You just – as you’re engaging with something, as you’re pointing at something, as you’re
looking at something depending on what you’re wearing, as you’re having a conversation
with somebody, depending on what you allow search to do it can be part of your everyday
corpus. It’s part of your life and so it’ll be something which is listening and looking
and thinking for you and with you to augment your daily life in ways that today is very
much a conscious act that you have to go do. So that’s the kind of the third area. It’ll
be an augmentation to your life in ways that you haven’t really explored today.

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