The recent chatbot craze fueled by ChatGPT, which needs a good dose of cold water thrown on it, has led to renewed talk of search’s future. Microsoft’s investment in OpenAI led some to conclude that Google should be nervous. The thinking goes that the combination of Bing and massive language models will impact Google’s search dominance. I find such thinking rudimentary at best.

Much of the chatbot craze will fizzle out…