In this edition, how Google plans to embrace AI in search without killing its advertising cash cow. ͏‌  ͏‌  ͏‌  ͏‌  ͏‌  ͏‌ 
 
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June 25, 2025
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Reed Albergotti
Reed Albergotti

Google is a paradoxical company at the moment. On the AI front, it’s in pole position with its Gemini family of apps, Waymo robotaxis, biotech startup Isomorphic Labs, and an army of researchers that churn out breakthroughs in everything from humanoid robotics to weather prediction.

Simultaneously, Google is still dependent on its cash cow of online advertising, the lion’s share of which comes from traditional searches (remember those blue links?).

Around the time of Google I/O this year, I spoke with Liz Reid, who is leading Search as it transitions to the AI era. You can read our conversation here. I asked her why we would need ads, when AI is capable of scouring the web and finding all the necessary information on whatever product we’re going to buy.

Reid said advertising still had a place in this world, like a small, newer company that could use marketing to make itself discovered by an AI model, in the same way companies use it to appear in search results today.

Since that conversation, I’ve gotten more input from people who think a lot about this and there’s something that’s gone unsaid: AI doesn’t just change the way ads are formatted; it changes the nature of advertising itself.

Imagine describing a pair of shoes you want to buy to a voice assistant, which searches the web, perhaps using Google. It then describes the options and you instruct it to purchase one of them.

If there is an ad in that scenario, it’s going to be seen by an AI agent and not a human. So how would Don Draper advertise to an AI agent?

Google essentially built the advertising ecosystem that funded the media and technology industries for more than two decades. In that byzantine system, ad tech companies insert themselves into layers of transactions that happen before you finally see an ad.

Google now needs to build a new industry that is equally complex, where lots of companies play a role in organizing information for AI agents and earn money on microtransactions that happen in fractions of a second while agents gather data. It’s kind of like advertising, but without the marketing appeals to human emotion that define what we think of advertising today. Credibility will become currency in this system as agents learn how to avoid untrusted sources.

Google’s Agent2Agent protocol is one of the first steps in this new endeavor. But this won’t be easy. The transition could take time and Google needs to innovate on search without killing its cash cow. If it’s successful, the thing that replaces it — whether we call it advertising or something else — could be even bigger.

Move Fast/Break Things

➚ MOVE FAST: Case law. A US court ruling that backed Anthropic’s use of purchased books to train AI models has significant implications for the industry. A judge found such instances are legal, comparing it to a human learning from copyrighted works — a meaningful conclusion as AI agents become more prevalent.

➘ BREAK THINGS: Burden of proof. Sam Altman revealed on X that Iyo CEO Jason Rugolo pitched a sale to OpenAI before suing over trademark infringement. Altman’s firm, which passed on the offer, had to scrap a blog post on its deal acquiring Jony Ive’s io startup after a judge’s order favored Rugolo.

Quantum Achievements

Network giant Cisco is making a strategic investment in quantum networking firm Qunnect, Semafor has learned, the latest move in a broad effort to bolster the security of online communication and enable powerful quantum computers that may one day transform everything from medicine to materials science to fundamental physics.

The Brooklyn-based firm is raising a modest $10 million in new funding from existing backers, but the addition of Cisco as a strategic investor is part of an effort to deploy the technology commercially in the private sector and the defense industry.

Qunnect CEO Noel Goddard told Semafor the next step is to prove its technology can work in real-world use cases and begin ramping up sales within the next two years.

In the short term, Qunnect hopes to use its technology with existing fiber-optic networks to make them more secure.

The ability to create completely secure lines of communication with quantum principles is an incredible achievement. If those advances continue and it becomes possible to network vast clusters of quantum computers, the possibilities are vast.

Predicting what it might enable would be like a radio operator in World War I imagining that one day that same technology would lead to Uber and TikTok.

Plug

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Semafor Stat
$1 billion.

The valuation that betting marketplace Polymarket is seeking in a funding round of more than $200 million led by Peter Thiel’s Founders Fund, Bloomberg reported. A Biden-era agency accused it of running an unregistered trading platform and blocked it from operating in the US, though Thiel’s on-again, off-again relationship with Trump — and mentorship to Vice President JD Vance — could support Polymarket’s return to the US.

Biohacking
A graphic representing the DNA.
Google

Google DeepMind has a new breakthrough in biology called AlphaGenome. Less than a year ago, the company won a Nobel Prize in chemistry for its breakthrough in predicting protein folding, but it continues to use AI to unlock new secrets about how the human body works.

This time, the company found a way to decipher some of the mysteries of DNA. While we think we know a lot about DNA, the genome is just the tip of the iceberg. If DNA is the instruction set of the cells, it’s kind of like Ikea instructions. AlphaGenome gets us closer to something like a YouTube tutorial.

That could be a hugely valuable tool for scientists looking for cures to diseases by cutting down on research time, allowing them to do some of the work in a computer instead of in the lab. This MIT Tech Review article does a great job of capturing the significance of the new tool, which is free for non-commercial uses like academic research.

Live Journalism

Semafor is partnering with RAISE Summit, one of the world’s leading AI events, gathering over 5,000 global innovators in Paris July 8-9. Semafor Tech Editor Reed Albergotti will moderate exclusive on-stage conversations with top executives, including Varun Mohan, Anton Osika, and Olivier Pomel.

This year’s edition of RAISE features SUPERNOVA by Cerebras, a premier spotlight on the future of AI computing, live from the Carrousel du Louvre. Register now for SUPERNOVA by Cerebras, hosted at RAISE Summit 2025 here.

July 8-9 | Paris, France | Learn More

Private Market Roulette

We’re on the verge of another wave of wealth creation, and there’s a looming question: Who will benefit? When it comes to the public markets, only those who were heavily invested in a small handful of tech companies saw the kinds of gains that private market investors enjoyed. In fact, in the history of the stock market, the majority of companies lost value while 2% of companies drove 90% of the returns, as Marc Andreessen recently pointed out. Those companies have been tech companies (of their era).

SpaceX’s next-generation Starship spacecraft atop its Super Heavy booster is launched on its ninth test at the company’s launch pad.
Joe Skipper/Reuters

But more recently, the biggest financial gains have come from private tech companies, which only a very small number of individuals are able to invest in. In the early stages, it’s difficult to get invited into exclusive funding rounds. In later stages, only wealthy individuals can invest. But a new company called Republic is testing a potential loophole, allowing people to bet on the value of privately held companies without actually buying shares. It is essentially a stablecoin but pegged to the secondary market price of private company stock.

This idea has obvious challenges. It allows gambling on a wildly volatile asset based on companies that don’t disclose their financials. And it is an easier and more liquid way of investing in private companies. It might even be possible to short them, which could end up driving down the price of shares on the secondary market. But there’s got to be a way for regular people to invest because the stock market is no longer sufficient.

Semafor Spotlight
A great read from Semafor Business.James Stavridis, former Supreme Allied Commander Europe of NATO.
Sebastian Widmann/Getty Images

“If we do get to a serious ceasefire, which I think is not impossible at this time, what is the big investment opportunity in the Middle East? It could be Iran.”

Admiral James Stavridis, the former Supreme Allied Commander of NATO, told Semafor’s Liz Hoffman he sees a “two-in-three” chance of a substantive end to hostilities in which Iran’s abandonment of its nuclear program could usher in an economic reopening of the country. “It could look like the reconstruction of the Korean peninsula after the end of the Korean War,” he said.

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