![]() ![]() Yet beneath these tweaks, all mainstream search engines still work the same way they did 20 years ago: web pages are indexed by crawlers (software that reads the web nonstop and maintains a list of everything it finds), results that match a user’s query are gathered from this index, and the results are ranked. AI is now used to rank results, and Google uses BERT to understand search queries better. Search engines have become faster and more accurate, even as the web has exploded in size. For a start, these AIs can sometimes generate biased and toxic responses to queries-a problem that researchers at Google and elsewhere have pointed out. Many issues with existing language models will need to be fixed first. The approach could change not only how search engines work, but how we interact with them. The idea is that instead of searching for information in a vast list of web pages, users would ask questions and have a language model trained on those pages answer them directly. Now a team of Google researchers has published a proposal for a radical redesign that throws out the ranking approach and replaces it with a single large AI language model-a future version of BERT or GPT-3. On the back of PageRank, Google became the gateway to the internet, and Sergey Brin and Larry Page built one of the biggest companies in the world. The key innovation was an algorithm called PageRank, which ranked search results by calculating how relevant they were to a user’s query on the basis of their links to other pages on the web. ![]()
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