So if Google innovates with AI, it's a problem because they're hiding their "ten blue links." But if they don't, they're suffering from the innovator's dilemma and are going to die with their ten blue links. The fact is, Google is so big that they're always going to upset some people.
Embracing AI and moving forward is the only thing they can do.
Why is it a foregone conclusion that embracing AI is the only way to move forward, and that embracing AI is necessary to succeed?
I'm certainly curious to see how it works out - it's a possible source of growth etc - but it's weird to me seeing people just assume that AI is not only The Future but is The Only Future.
Because AI/LLMs are clearly a 10x+ improvement over a significant number of use cases for search. And LLMs will be the thing performing the searches and filtering results in the remaining use cases.
If Google doesn't do this, people will slowly (or even quickly, who knows?) move to Perplexity, ChatGPT, etc. I know I personally would abandon Google entirely if it didn't summarize results and help me avoid the SEO slopfest.
It is because it is easier to imagine the current trend taking off and staying than imaging the alternative tech line that will beat both AI and the ten blue links.
Embracing AI and moving forward is the only thing they can do.