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The Future of Search: How AI is Revolutionising Information Discovery

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Put simply, AI is a form of technology that enables computer systems to carry out tasks that would usually rely on human intelligence. We are now using artificial intelligence in so many avenues, from automated driving to natural language processing. Common occurrences of AI are; speech recognition, visual perception or decision-making. 

This type of progress could result in huge changes for businesses, business owners and marketers, who must keep up with the ever-changing advancements. 

Artificial Intelligence in Search 

In terms of information discovery, AI is having a significant impact on search engines, making them easier to use, more accurate, and altering the metrics they use to find and rank entries, thus potentially changing the way Search Engine Optimisation (SEO) works. SEO-based AI models analyse the relationships between sites and content pages, detecting patterns and duplicate content to identify spam. These Machine Learning algorithms are able to recognise words, spot potential corrections, and identify the relevance of pages. 

SEO is traditionally used to increase the quantity and quality of traffic to your website through organic search engine results. The application of Artificial Intelligence technology will help to automate these cognitive tasks.  For businesses, using AI can be useful in increasing the overall efficiency and productivity across a range of tasks. Google, for example, is using AI to make its search features ‘smarter’ and more relevant. 

The Future of Search: AI Chatbots

Siri, Alexa, and Google Assistant are all forms of AI Chatbots. Chatbots are becoming more prevalent now, with multiple purposes. For businesses, chatbots can save time and resources as they continuously learn by interacting with humans and adapting to our use of language and search habits. Is this what the future of search looks like? 

Chatbots are typically used in business to understand and respond to customer questions by simulating human conversation. Google is in the process of releasing its own AI Chatbot called ‘Bard’, following the huge success of ChatGPT and Microsoft Bing AI. 

OpenAI’s ChatGPT is a natural language processing tool. It allows you to have a personal conversation with an AI Bot, which will provide a detailed response. This is a serious expansion for industries such as healthcare, where automating tasks and using Artificial Intelligence is a productive way to benefit the field. In health care, for example, using chatbots for non-emergency queries, prescriptions or customer service issues can help make certain professions more efficient. 

For industries such as marketing, using this type of technology could help to enhance a customer’s experience. While marketing content production can certainly be automated, the immediate future of AI in marketing will likely see marketers using chatbots like ChatGPT for content ideation rather than actual content generation.

Google’s AI bot ‘Bard’ will function similarly. You will be able to open the chat box, enter a question or query, and be met with an answer provided by Artificial Intelligence. By using an Artificial Intelligence system to deepen our consumption and understanding of knowledge, Google will be able to make it more convenient to help people find what they are looking for. Google’s chatbot will aim to emulate human conversation by: 

  • Combining power, intelligence and creativity 
  • Collecting information from user responses
  • Using feedback to improve the AI system for the future 

So, is this what the future of search looks like? 

Despite the huge potential created through the use of AI, there are still flaws with chatbots. There is still work to be done before bots are able to distinguish between fact and fiction. Because AI is using algorithms and consuming information to learn, biased responses are still a risk. Although they are programmed to resemble human language, there is still an inability to comprehend emotions which still creates a conversational barrier. For businesses, AI will optimise efficiency and remove the potential for ‘human error’. It’s also allowing businesses to reach larger audiences and build increased long-lasting customer relationships. That being said, as advancements continue, Artificial Intelligence does have the potential to drastically change our lives. 

Everyday Artificial Intelligence

Artificial Intelligence has already been changing our everyday lives, from inside our homes to on the go. Face ID, Image recognition tools and Financial Fraud detection (in banking apps) are all ways that we are faced daily with AI, without even realising. 

Voice Search and Recognition 

Voice search and recognition are common forms of AI that many of us are using day-to-day due to their convenience and accessibility. Voice recognition technology has allowed Artificial Intelligence to be able to understand and respond to human speech. As this is developed further, algorithms and computer technology are able to learn, mimic and understand human speech. For consumers, this makes hands-free requests more accurate and will allow more apps and devices to be utilised with words alone. 

While voice command isn’t the only instance of everyday Artificial Intelligence to take note of, it has certainly made one of the biggest differences in the lives of “normal” people. The ease of saying ‘Hey Siri’, ‘OK Google’ or ‘Alexa’ has completely changed the way we search for information, which ultimately means that the language of search is changing. 

While Alexa will not give an answer unless it is 100% accurate, Google will report top results from the search engine results page, meaning that ranking highly is imperative. By getting your business up to the top of Google’s search page, the amount of organic traffic being sent to your website will increase. The role of Search Engine Optimisation is to target and prioritise quality original content, helping you rank better in searches.  

What does that mean for me? 

Overall, Artificial Intelligence is undeniably getting better at understanding human search intent and habits as the technology continues to develop. With this revolutionary feat of technology being able to simulate human responses, recognise patterns and consume large volumes of data, the potential power of Artificial Intelligence is unlimited. Both businesses and individuals can expect changes to the way our information is now delivered and consumed. 

If you are looking to dominate Google’s search engine results pages or simply enhance your online presence, Bigg is the perfect place to start. We are a dynamic digital marketing agency specialising in all things digital marketing, from technical SEO and SEO-focused content to paid advertising campaigns. 
No matter your business goals, we are committed to helping our clients to reach their full potential. If you have any queries or questions, feel free to contact us and speak to one of our specialists today.

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