The End of Google Search — And What Comes Next | GaryVee South Park Commons Fireside Chat

In this episode of The GaryVee Audio Experience, hosted by entrepreneur and investor Gary Vaynerchuk, Gary delves deep into the transformative impact of artificial intelligence (AI) on technology, business, and personal branding. The discussion encompasses the rapid evolution of AI, the decline of traditional search engines like Google, the rising significance of kindness in business, and strategic advice for creators navigating the AI-driven landscape.

1. The Rapid Evolution and Commoditization of AI (00:00 - 04:00)

Gary opens the conversation by addressing the seismic shifts AI is introducing to the technological landscape. He emphasizes the unprecedented speed at which AI advancements are occurring, likening it to evolutionary changes where older systems become obsolete, much like dinosaurs.

"The general nature of the technology means like almost anything that gets created immediately gets commoditized. That's insanity."
— Gary Vaynerchuk [02:15]

He reflects on his journey through various technological eras—Web 1.0, 2.0, and 3.0—and how understanding foundational technologies like email and search engines was pivotal in scaling his family’s liquor business. Gary underscores that today's AI advancements surpass previous tech revolutions in both speed and impact, leading to rapid commoditization and challenging even the brightest minds to keep pace.

2. The Death of Google Search and the Rise of AI Search (04:00 - 12:12)

Transitioning to the topic of search technology, Gary asserts that Google Search is effectively "dead," signaling a monumental shift towards AI-driven search platforms.

"Google AdWords and Google Search is dead. It's not fully dead cause it's alive right now, but it's fucking dead."
— Gary Vaynerchuk [04:32]

He recounts the early days of adopting YouTube for his Wine Library TV show in 2006, highlighting how initial technology adoption is slower compared to today's rapid advancements. Gary predicts that even with Google's upcoming AI initiatives like Gemini, the search giant will lose significant market share as AI search becomes the new standard for intent-based sales.

Gary advises businesses and technical professionals to pivot swiftly, focusing on current technologies rather than betting excessively on future advancements. He draws parallels to Apple's early challenges with Uber (formerly Magic Cab) and the importance of aligning product launches with consumer readiness.

3. Kindness and Humanity as Pillars of Business Success (07:47 - 19:28)

Gary passionately advocates for kindness and humanity as foundational elements in business. He shares personal experiences to illustrate how treating others with respect fosters long-term relationships and sustainable success.

"I genuinely believe that nice guys finish first. I think the reason that kindness is the pillar to my business is why wouldn't it be?"
— Gary Vaynerchuk [18:00]

He criticizes the prevalent transactional mindset, emphasizing that meaningful, long-term business endeavors are built on continuous and genuine relationships. Gary recounts an incident where he boldly criticized Steve Jobs for his abrasive personality despite admiring his professional accomplishments. This anecdote underscores his belief that humanity and humility are critical for true leadership and influence.

Additionally, Gary touches upon the rise of AI influencers, stating that AI-driven personas are becoming indistinguishable from real humans, transforming the influencer landscape. He predicts that AI influencers will reshape industries much like traditional influencers did to Hollywood.

4. Building Personal Brands in the AI Era (12:12 - 40:16)

Gary provides strategic advice for technical individuals seeking to build personal brands amidst the AI revolution. He emphasizes that while a personal brand is not mandatory for business success, it serves as a significant moat in the competitive landscape.

"I do not believe that building a personal brand is a prerequisite for business success because the data's black and white. There's a drillion businesses that are crushing that has no face to it."
— Gary Vaynerchuk [12:28]

He recommends leveraging platforms like LinkedIn and YouTube Shorts to create and distribute content, highlighting that depth and value in content can attract a dedicated audience regardless of one's charisma or traditional media appeal. Gary underscores the transition from social media to interest media, where content is curated based on user interests rather than who is followed.

Furthermore, Gary discusses the importance of Intellectual Property (IP) in an AI-dominated future. He envisions a landscape where IP and personal brands become the enduring assets amidst widespread commoditization of technology and services.

5. The Future of Marketing, Agencies, and Business (36:11 - 44:49)

Addressing the implications of AI on marketing and service-based businesses, Gary warns of the impending commoditization of traditional marketing roles. He predicts that many marketing functions will become automated, urging agencies to focus on strategy and creativity to remain relevant.

"I think every service business needs to be very, very thoughtful in the next 36 months because it's all getting commoditized. The only thing that's gonna be left is the thinking and the creativity."
— Gary Vaynerchuk [36:31]

Gary also emphasizes the enduring value of blockchain technology and IP in protecting and monetizing creative content. He advises businesses to adapt by enhancing their creative strategies and leveraging AI tools to stay competitive. Gary highlights the necessity of blending multiple dynamics—including government regulations—to navigate the rapidly evolving tech landscape.

6. Audience Questions and Gary's Insights

Throughout the episode, Gary engages with audience questions, offering insights on perseverance, maintaining humanity in the age of AI, and the intersection of crypto with attention economics.

• On Perseverance in Business Decisions:

  Gary shares an analogy about his early investments, likening them to squeezing an orange—sometimes getting great value, other times moving on too quickly.

  "You don't know when you're correct and drop something. The amount of people that literally gave up one day before everything was about to turn in the history of the last hundred years on projects is stunningly high."
  — Gary Vaynerchuk [23:27]

• Preserving Humanity Against AI Replication:

  He discusses the unique human qualities that differentiate genuine personalities from AI replicas, stressing that real-life interactions and emotional intelligence remain irreplaceable.

  "Mark's understanding of humanity is real. Real. He deployed that into a much more scalable and interesting business than I have."
  — Gary Vaynerchuk [27:50]

• Crypto and Tokenized Attention:

  Gary connects crypto to attention economics, emphasizing the role of blockchain in securing content and validating authenticity in an AI-driven world.

  "Non-fungible tokens are so important because China, Russia and America, Amazon and Google can't control it. So for example, every piece of content I make going forward in the next decade will first go on the blockchain."
  — Gary Vaynerchuk [44:54]

7. Strategic Focus on Distribution and Intellectual Property

Gary underscores the critical importance of distribution in understanding societal shifts and business success. He advises creators and entrepreneurs to consistently monitor top apps and distribution channels to gauge societal trends.

"One thing you should always pay attention to is distribution. Because when distribution, the printing press, the first million books printed, almost all of them were religious books."
— Gary Vaynerchuk [31:51]

He reiterates that the future lies in securing and leveraging IP, especially as AI continues to democratize content creation. By owning IP through blockchain and other decentralized technologies, creators can ensure the longevity and authenticity of their brands.

Conclusion

In this enlightening episode, Gary Vaynerchuk provides a comprehensive analysis of the rapidly evolving AI landscape and its profound implications on technology, business, and personal branding. He emphasizes the necessity for adaptability, strategic focus on distribution and IP, and the enduring value of humanity and kindness in building lasting business relationships. For entrepreneurs, creators, and tech enthusiasts, Gary's insights offer a roadmap to navigate and thrive in an AI-driven future.

Notable Quotes:

• "Google AdWords and Google Search is dead. It's not fully dead cause it's alive right now, but it's fucking dead." — Gary Vaynerchuk [04:32]

• "I genuinely believe that nice guys finish first. I think the reason that kindness is the pillar to my business is why wouldn't it be?" — Gary Vaynerchuk [18:00]

• "Social media is fully dead. We're fully in interest media." — Gary Vaynerchuk [40:16]

• "Non-fungible tokens are so important because China, Russia and America, Amazon and Google can't control it." — Gary Vaynerchuk [44:54]

This summary encapsulates the core discussions and insights shared by Gary Vaynerchuk in the episode, providing a comprehensive overview for those who haven't listened to the full podcast.