In the past few weeks, I've been going down the Artificial Intelligence rabbit hole; more specifically Natural Language Processing (NLP) and Large Language Models (LLMs). 

 And like Alice in Wonderland, I found that the "world suddenly appears unfamiliar, almost as if things were turned upside down – similar to looking out from inside the mirror to find a world both recognizable and yet turned inside-out."

Okay, that might be a bit too dramatic, but it's not too far off considering what's coming in the future.

With the advent of Generative Pretrained Transformers (GPTs) and their variants (i.e., ChatGPT, Bard, Llama, etc.), we are now on track to reach a point where the customers will be equipped with near-perfect information (NPI).

• Let's take a step back. In 2011, the Challenger Sales book declared that buyers were 57% into the buying process in their decision-making journey.
• In 2013, SiriusDecisions-approved claimed the buyers were 67 percent into their buying journey.
• Forrester analyst, Lori Wizdo, posted in her blog in 2013 – the same year the SiriusDecisions research – that buyers can be up to 90% into the buying journey depending on complexity.

These stats are 10 years old and obviously, pre-date the tectonic shift that is GPT. Anyone who has used these tools knows that we've hit an inflection point in AI. A real inflection point!

GPT's appeal is its ease of use. One can shout from the rafters with confidence that "AI has been democratized!" Once the province of the coding cognoscenti, AI can now be leveraged by mere mortals, entrepreneurs, and small business owners.

My prediction: Search Engine Results Page (SERP) (i.e., type a request in a search bar and get tens or hundreds of page results) will soon be a thing of the past. 

Why would we use a search engine, when a GPT can do the searching, analyzing, prioritizing, and selection for us? GPT puts consumers on the track of Near Perfect Information in making a buying decision. I will define Near-Perfect Information (NPI) as having 99% of the information you need to make a buying decision. 

Anyone who's played with ChatGPT knows that they can now leverage the power of the Internet and more with a few keystrokes. You don't need a team of math geniuses (i.e., quants) or large data servers to analyze and dissect the vast amounts of information available in the technosphere. 

Imagine a time, soon, when you can ask a GPT to find you the best (fill in the blank)  for a given set of criteria (e.g., specs, price, reliability, etc.). 

Further, imagine the GPT scouring the internet and other API-connected data sources to bring you the best option. 

And, as our confidence grows in our preferred GPT, the ability to 'buy with 1 click' becomes that much easier.

Doubt me? Well, there's a reason Sergei Brin (co-founder) of Google is back to help advance their AI cause. He knows, what I know, SERP is dead!  Here comes the new hashtag#NPI Customer!