In the internet’s vast web of questions – many of them subpar cooking experiments, others just oddball curiosities – there was one story in particular that caught a wider audience’s attention more than anything else: glue pizza. A bizarre enough footnote in the pages of digital lore in its own right, it became an internet-born epic partly thanks to Google’s AI, as is often the case with their sometimes bizarro search results steering people towards the more outlandish items a query throws up. The story of how a single oddball query turns into an online cultural phenomenon is a helpful parable for our times, where ever-smarter search algorithms are increasingly shaping how we learn, communicate, entertain ourselves and find joy. Let’s roll up our sleeves, knead this doughy narrative, and see how Google can sometimes nudge us in the right direction, while also misdirecting us into the most wayward cul-de-sacs.
For the uninitiated, the first iteration of the sticky anecdote was a basic, if strange, query: ‘how much glue to add to pizza?’ Armed with a truly baffling assertion that got pulled from its index of human knowledge, Google delivered a staggeringly sticky answer for only enquiring about pizza: an eighth of a cup, according to internet lore, from Katie Notopoulos. The story was never just ‘trivia you get on Google’, as Bender puts it, in her own attempt at a capsule summary. Rather, it spoke to the uncomfortable reality that Google’s AI was just trying to answer our questions, but sometimes what it was giving us was just a little bit more than food for thought.
It also points to the puzzles that this and other AI systems will inherit, when the global information banquet we hand down to them becomes daily food for mass consumption. Pizza glue was, on some level, a personal favourite oddity of ours in the extended search for what the internet can be. But it’s also a telling example of the puzzles that will inherit a new set of oversight and governance woes for the next generation of systems that, like Google’s AI, are trained on the full-diversity meal of human content life online.
In the spirit of empirical enquiry (and perhaps undue hubris that only a website could muster), a writer for The Verge went off to test Google’s ‘sticky’ hypothesis. (‘Does an eighth of a cup of Elmer’s glue make for a better pizza?’) Spoiler alert: it doesn’t. This very silly experiment does, however, illustrate a key ingredient in our engagement with AI: scepticism. It reminds us that yes, Google can take us to the information oven, but it’s up to us to decide what to bake in it.
Funny as the question of glue pizza might be, behind the goofiness is a sobering lesson about the reliability of AI-powered search results: sometimes Google’s algorithm, a master chef providing you with information dishes, just gets the recipe wrong. This episode underscores the need for continued fine-tuning of the AI’s ‘taste’ for context and accuracy. It’s a reminder that the ‘digital kitchen’ in which Google ‘cooks’ up search results is always under renovation – constantly seeking to strike a fine balance between relevance and reliability.
Now that we know that we’re dealing with a big wet slop of glue, how are we as searchers supposed to handle what Google is serving us? The recipe calls for a heavy dose of suspicion, a teaspoon of checking, and a dash of common sense. If we eat Google’s slurry with an enquiring eye, we can filter out the yum and the yuck, and get at the truth in the gravy.
And I suspect that the glue pizza episode, well-mixed as it is with the larger discussion of the future of our search for everything that AI’s algorithmic alchemy will someday turn into, will, in the end, be one of those wobbly slices of Internet history that we just pass over, even as Google, the algorithmic alchemist, keeps rolling the dough on what it serves up in response to our queries. The future of artificial intelligence is promising to provide answers that are more factual, more personalised and, hopefully, more accurate, while also less inclined to make glue sound like it might make the perfect pizza topping.
In the end, the tale of the glue pizza is not a sticky story about pizza and adhesive. It’s more of a psychological story about this push-me-pull-you of human curiosity, and AI capacity. Ever hungry, we demand ever-more of it from Google and, on occasion, it returns the favour – spilling out the messiness of its limits, and reminding us to do as much with what’s served as we can.
And as we season our digital entrees with the morsels Google feeds us, let’s savour with skepticism, sample with suspicion, and savour the limitless array of morsels, some peculiar, our digital omnivorous banquet presents to us. Bon appetit.
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