For what it's worth, Google should be taking a page out of Netflix's playbook in pivoting their search business: not by improving/adding LLM features to existing search algorithm and results, but instead fork into a new site and starting from scratch. Netflix had spun out their DVD mail-in business to focus on streaming but had maintained ownership of both.

This would allow them to innovate quickly on the new tech without worrying about the baggage and backend migrations required for the first approach. Otherwise it could slow things to a crawl and risk of being leapfrogged by Microsoft. We saw a similar scenario play out for YouTube Shorts - it took 2-3 years of beta testing to avoid disrupting the core YouTube content but that allowed TikTok to firmly entrench itself.