Google is facing many of the same challenges after its decades long dominance of the open web: all of the products shown yesterday rely on a different business model than advertising, and to properly execute and deliver on them will require a cultural shift to supporting customers instead of tolerating them. What hasn’t changed — because it is the company’s nature, and thus cannot — is the reliance on scale and an overwhelming infrastructure advantage. That, more than anything, is what defines Google, and it was encouraging to see that so explicitly put forward as an advantage.

One of the most impactful uses of LLM technology lies in content rewriting, which naturally capitalizes on these systems’ robust capabilities for generating and refining text. This application is a logical fit, helping users enhance their content while engaging with a service.

Similar to summarization but incorporating an element of judgment, features like Microsoft Team CoPilot’s call transcript summaries distill extensive discussions into essential bullet points, spotlighting pivotal moments or insights.

The ability to ‘understand’ nuanced language through summarization extends naturally into advanced search functionalities. ServiceNow does this by enabling customer service agents to search tickets for recommended solutions and to dispel jargon used by different agents.

Rather than merely focusing on content creation or manipulation, emerging applications of these systems provide new perspectives and predict outcomes based on accumulated human experiences. The actual value of these applications lies not merely in enhancing efficiency but in augmenting effectiveness, enabling users to make more informed decisions.