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The most obvious challenge is the tremendous amount of processing power needed to continuously train an LLM, and the financial cost associated with these resources. Google covers the cost of search by selling ads, allowing it to provide the service free of charge. The higher energy cost of LLMs make that harder to pull off, particularly if the aim is to process queries at the rate Google does, which is estimated to be in the tens of thousands per second (or a few billion a day). One potential solution may be to train the model less frequently and to avoid applying it to search queries that cover fast-evolving topics.
—Harvard Business Review