What Do You Need?

And why don't you want to know the answer?

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THIS WEEK

The future of search and chatbots looks a lot like our ancient past. Why do we keep making the same tools over and over again?

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What Do You Want?

In screenwriting, there is a well-honed idea that main characters should want one thing, but need something different, something that is often opposed to or even opposite their most public desires.

They are blind to what they need the most, and often purposefully so, having shoved those feelings down juuuuust about as far as they can go. Trust me when I say: having a long hard look at yourself isn’t easy, or comfortable.

So we empathize with these characters because, I mean, who amongst us, right?

It’s an imperfect character development mechanism, of course. The best characters aren’t that simple, and none of us are, either.

That said, history is littered with memorable characters who reluctantly go through transformations, who finally walk away from what they want and go through hell to get what they needed all along, letting us experience what it’s like to have that long hard look without actually having to, you know, do it.

Web search was intended to give us what we need, but over time the utility has been hijacked to give us what we want.

We need a real answer, but at this point search most often gives us what we want — self-affirmation — and if it’s delivered by a paid advertisement that looks just like a real answer, that’s even better.

That process, over and over, billions of times a day, leads to disinformation. Sometimes disinformation hurts one person, as we’ll see below, but at scale disinformation inevitably hurts many, many people.

Imagining that search could ever give us entirely objective answers, all of the time, ignores the web’s original sin — the web is only what we put into it, and we are fundamentally flawed.

The internet is so fundamentally broken that we desperately want the next thing — AI chatbots — to be everything, all at once.

But that’s even more dangerous because instead of your question returning a list of links ranked by Google, most of which are now paid ads, or a newsfeed of extreme views from friends and family on Facebook, a chatbot is an extremely convincing version of both.

It’s incredibly confident, and often very wrong. But we can’t tell the difference, and I’m not sure we want to.

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