Quando se pensa no futuro ...

Quando se começa a pensar no futuro, quando se começa imaginar as implicações do que pode vir aí, alguns não escondem a cabeça debaixo da areia e fazem algo:

"we are moving from a mobile-first world to an AI-first one; that was the context for the introduction of the Google Assistant.
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It was a year prior to the aforementioned iOS 6 that Apple first introduced the idea of an assistant in the guise of Siri; for the first time you could (theoretically) compute by voice. It didn’t work very well at first (arguably it still doesn’t), but the implications for computing generally and Google specifically were profound: voice interaction both expanded where computing could be done, from situations in which you could devote your eyes and hands to your device to effectively everywhere, even as it constrained what you could do.
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An assistant has to be far more proactive than, for example, a search results page; it’s not enough to present possible answers: rather, an assistant needs to give the right answer.
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Google has a business-model problem: the “I’m Feeling Lucky Button” guaranteed that the search in question would not make Google any money. After all, if a user doesn’t have to choose from search results, said user also doesn’t have the opportunity to click an ad, thus choosing the winner of the competition Google created between its advertisers for user attention. Google Assistant has the exact same problem: where do the ads go?
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It is not that Google is artificially constraining its horizontal business model; it is that its business model is being constrained by the reality of a world where, as Pichai noted, artificial intelligence comes first. In that world you must own the interaction point, and there is no room for ads, rendering both Google’s distribution and business model moot. Both must change for the company’s technological advantage to come to the fore."

E a sua empresa, o que faz?
Trechos retirados de "Google and the Limits of Strategy"