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In 2020, the company made $147 billion in revenue off ads alone, which is roughly 80 percent of its total revenue

Google could use such technology to continue to lead people away from their intended searches and toward its own products and paid ads with greater frequency. Or, less deviously, it could simply gently algorithmically nudge people in unexpected directions. Imagine all the life decisions that you make in a given year based on information you process after Googling. This means that the stakes of Google’s AI interpreting a searcher’s intent are high.