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You may have noticed that we have a series of new controversies or set pieces in the ongoing public conversation about AI. One of them has to do with Google search. Google recently rolled out, or in some regions is in the process of rolling out, a new AI-enabled version of search. You may have seen it already without noticing it was something new. On some searches you’ll now see that the top of your search has text under a small rubric that says “AI Overview.” This is potentially a very big deal for search and the whole ecosystem of the web.
Search, which has been dominated by Google for more than 20 years, has long been ruled by a mutually beneficial exchange between Google and websites. Google makes huge profits by running ads against its search results. It also copies small portions of other sites’ text and photographs under its theory of fair use. The justification for the profit and its use of sites’ content is that Google makes the web navigable, and it can send massive audiences to the sites that make up the web. In the first years of this century, various rights holders contested aspects of Google’s fair use policies. But they tended to lose those challenges and it became largely accepted that search, very much part of the open web, was actually good for the indexed websites.
In principle, at least, this understanding came to undergird the successful fair use arguments. Broadly, fair use says you can reproduce limited portions of a rights holder’s content if you don’t damage their ability to make money from it.
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