well, it's basically existential, so the incentive is there to not only get it very right but also to limit the delta with how right anyone else gets it. The same can't really be said of the long tail of products Google have done.
Look to GCP as an example. It had to be done, with similar competitive dynamics, it was done very well.
Look to Android as another.
You must not know the stories of why GCP came to be.
It was an idea from the creators of Kubernetes and the execs at Google fought it the whole way
I hadn't heard that, that's interesting. Any sources you'd recommend to hear more about it?
I think it's a slightly different point though. What I'm saying isn't about where the idea came from or whether it was part of some precient top down bet / strategy from the very beginning.
It's more where did the strategy evolve to (and why) and did they mess it up. GCP and Android are good examples of where it at a minimum became obvious over time that these were massively important if not existential projects and Google executed incredibly well.
My point is just that there's therefore good reason to expect the same of LLMs. After all the origin story of the strategy there has a similar twist. Famously Google had been significantly involved in early LLM/transformer research, not done much with the tech, faltered as they started to integrate it, course corrected, and as of now have ended up in a very strong position.
> well, it's basically existential, so the incentive is there to not only get it very right but also to limit the delta with how right anyone else gets it. The same can't really be said of the long tail of products Google have done.
I've yet to see anything that threatens Google's ad monopoly.
The threat to Google is that browsers themselves get displaced.
I mean I guess this is classic disruption theory.
It's not that a dominant position goes away overnight. In fact that would be precisely the impetus to spur the incumbent to pivot immediately and have a much better chance of winning in the new paradigm.
It's that it, with some probability, gets eaten away slowly and the incumbent therefore cannot let go of the old paradigm, eventually losing their dominance over some period of years.
So nobody really knows how LLMs will change the search paradigm and the ads business models downstream of that, we're seeing that worked out in real time right now, but it's definitely high enough probability that Google see it and (crucially) have the shareholder mandate to act on it.
That's the existential threat and they're navigating it pretty well so far. The strategy seems balanced, measured, and correct. As the situation evolves I think they have every chance of actually not being disrupted should it come to that.