Google Just Announced What We Already Knew: Authority Will Win In The Age of AI

Brad Bartlett
3 min readMay 10, 2023

If you aren’t adapting to the new economy, you’ll struggle to stay relevant.

Photo by Mitchell Luo on Unsplash

The blistering rate at which technology companies are incorporating Artificial Intelligence (AI) into their operations means that online creators need to pivot and adapt to remain competitive in the new digital landscape.

Google recently announced its introduction of ‘Perspectives’ — a tool designed to give users more human-driven results when searching for information online.

With ‘Perspectives,’ Google is placing emphasis on content that has been created by individuals with deep knowledge of a particular subject and giving it priority in search results.

The introduction of ‘Perspectives’ into the Google search algorithm further indicates that the tech giant values content from those with authority and expertise in the new “Age of AI” — a world where anyone can create content, but not all content carries the same weight.

In The Age of AI, Wisdom Will Win

As content creators, what does this shift from an algorithmic to a more human approach to search mean for us?

It’s simple: Authority will win.

Those who have been creating content with expertise and providing valuable opinions on social media platforms, discussion boards, Q&A sites, etc., are the ones that will be rewarded in the new search landscape.

For those of us who are content creators and want to remain competitive, it is essential that we focus on producing high-quality content that is valuable and informative.

Not only will this help us build our authority in the eyes of Google, but it will also provide users with great content they can trust.

What Does Authority-Driven Content Look Like?

Content created by those with expertise and authority will be more relevant, thoughtful, and well-researched than content produced by others.



Brad Bartlett

Professional Freelance Copywriter. ( Musings on #freelancing, #productivity, #self-development, and more!