Transformation!

By

Graham Deverout

·

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A Whole New Generation of Search

Artificial Intelligence (AI) has increasingly integrated into Google’s search engine, transforming how search queries are processed and results are generated. Here are some key ways AI is influencing Google’s search:

  1. Understanding Queries with BERT and MUM: Google’s Bidirectional Encoder Representations from Transformers (BERT) model helps the search engine understand the context of words in search queries, particularly for complex and conversational searches. The Multitask Unified Model (MUM) further enhances this by understanding and generating language across 75 languages and leveraging multimodal information.
  2. Improving Search Results with RankBrain: RankBrain is an AI algorithm that helps Google process search results and provide more relevant results. It uses machine learning to understand the intent behind queries, even if they don’t contain exact keywords.
  3. Personalization of Results: AI helps Google personalize search results based on the user’s search history, location, and preferences. This means users get search results that are more relevant to their individual needs.
  4. Enhancing Image and Video Search: AI-powered tools like Google Lens allow users to search using images instead of text. Google also uses AI to generate better thumbnails for videos and to understand the content within videos to improve video search results.
  5. Fighting Spam and Low-Quality Content: AI is used to identify and demote spammy or low-quality content, ensuring that high-quality, relevant content ranks higher in search results.
  6. Voice Search and Natural Language Processing (NLP): With the rise of voice-activated devices, Google uses AI and NLP to better understand and process voice queries, which often differ from text-based searches in structure and intent.
  7. Real-Time Updates and Alerts: AI enables Google to provide real-time information and updates on topics such as weather, news, and live sports scores.

These AI advancements have made Google Search more intuitive, accurate, and user-friendly, significantly enhancing the search experience by providing more relevant and personalized results.

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