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Shelly Palmer - Google to "Ground" its AI Models in Truth

Sometimes a little nonsense is a feature, not a bug.

Greetings from Margaritaville in Hollywood, Florida, where I'm "nibblin' on sponge cake, watchin' the sun bake." Actually, I'm drinking coffee and getting ready to do my keynote for the ANA AI for Marketers Conference. (But it is 74 and sunny.)

In the news: Google is launching a new initiative aimed at enhancing the reliability of generative AI by leveraging its search engine to provide grounding for AI-generated content. Part of a broader set of updates at Cloud Next, the update is designed to mitigate the issue of "hallucinations" or inaccuracies in AI outputs by offering users more current information and verified sources.

Google also announced that it's integrating its search capabilities into Vertex (its AI solution for businesses), allowing for the use of both public internet data and proprietary company data to improve AI query results. This move is in line with similar efforts by Microsoft with its Bing search engine and Copilot chatbot, underscoring a growing industry trend towards enhancing AI reliability through grounding.

Limiting hallucinations for LLMs is a good goal, unless you need the probabilistic output to enhance the outcome you are seeking. Said differently, sometimes a little nonsense is a feature, not a bug. Generally speaking, however, the more accurate and deterministic the output, the better for most business use cases.

If you're wondering about the various ways you can deploy AI tools to improve your business outcomes, consider joining us for our upcoming AI for Brand Marketers Summit, powered by Brand Innovators & Shelly Palmer, hosted by Paramount Global (June 4-6 NYC). The program and attendee list are being carefully curated to ensure a focused and elite gathering. Request your invitation.

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Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named LinkedIn’s “Top Voice in Technology,” he covers tech and business for Good Day New York, is a regular commentator on CNN and writes a popular daily business blog. He's a bestselling author, and the creator of the popular, free online course, Generative AI for Execs. Follow @shellypalmer or visit