Knowledge Graph

Yes, I've been saying ontology since 2011.

I was lucky to be in the original team at Google that built the Google Knowledge Graph, which launched in 2011.

These are the right-hand side results page that if you search for personality or for a politician, for the writer, for a city, you get a Wikipedia looking page that looks very structured, that it has a certain logic.

And for every person that looks the same and for every politician that looks the same.

That's pretty awesome, the Star Trek example.

Is that how Klingon started? Klingon became a language? Yeah.

I have a very long story about, so part of the Google knowledge graph had fictional worlds encoded in ontology.

So that's how I knew about it.

The AI shortlist is assembled from lists other people already published.

a may 2026 study by mariana franco and julio de silva run on frictions ai's platform found the same mechanism at scale they sent 14 140 queries about 12 activewear brands to five ai engines nike and new balance carry the identical google knowledge graph description footwear company Nike appeared in about 71 percent of athleisure recommendation answers.

New Balance almost never did.

In third-party content, Nike shows up alongside Lululemon roughly 50 times more often than New Balance does.