Technically Google makes money from advertising not search. And advertising has been driven by AI for the last two decades. You can't do proper ctr, conversion,

Technically Google makes money from advertising not search. And advertising has been driven by AI for the last two decades. You can't do proper ctr, conversion, bid, etc. predictions otherwise. edit: Even search uses state of the art language models right now but I assume the gains are incremental. Advertising on the other hand is based on predicting the CTR and the gains from doing that versus naive bid approaches are 40%+.