Not necessarily. The big issue they've got to overcome is hallucination. If they can do that, these LLMs will have some staying power in providing search responses. If not, they'll still be useful creative tools.
Another possibility is that the LLM just gets used as an NLU front-end to the search engine. In that case keyword search essentially goes away and semantic search allows people to actually ask questions rather than playing the keyword/phrase guessing game.
Either way, it seems like the advertising game on the web is going to change.
Another possibility is that the LLM just gets used as an NLU front-end to the search engine. In that case keyword search essentially goes away and semantic search allows people to actually ask questions rather than playing the keyword/phrase guessing game.
Either way, it seems like the advertising game on the web is going to change.