AI and ML The Hot Buzzwords For Now And The Foreseeable Future

With Google Rank Brain already adding a machine learning component to organic search, it’s only a matter of time a deeper artificial intelligence rolls out.  Google has a whole division dedicated to artificial intelligence so you can expect upcoming advancements.  There will be partner innovations with Google AI that may drive innovation as well. Google is hedging that charging other companies to tap artificial intelligence technology developed for its own use can help their cloud business attract more paying customers. Seems to be working since they added 1 million cloud users this year from 3 to 4 million.

For advertisers AI keeps getting us closer to relevance at scale which would help reach the right people for as close as possible for their search intent. Google Pixel turned to a new Google Marketing Platform tool called Custom Algorithm that uses machine learning to increase the number of viewable impressions bought on premium placements. By making sense of historical data, it increases the likelihood that ads are served to the most relevant audience. The results for Pixel were impressive. When compared to other campaigns that didn’t use the tool, impressions on premium inventory more than tripled and viewable CPM fell 34%. “Chow, M. (2017, September 1). AI and machine learning get us one step closer to relevance at scale. Retrieved from  https://www.thinkwithgoogle.com/marketing-resources/ai-personalized-marketing/”

This can be said for organic search as well in terms of delivering results on the exact need states of searchers.  With Rank Brain improvements and data being processed and connected at lightening speeds, it’s only a matter or time that the whole internet talks to itself to match exactly what we are looking for.  Personalized searches can be saved and processed verses IPs, devices, other Google platforms such as YouTube to anticipate and predict future search possibilities.  Voice search which keeps growing, will also be refined and improved.

Artificial Intelligence And Personal Assistants

Google Home is powered by Google Assistant.  Google Assistant can have intelligent conversations on your behalf, like scheduling an appointment, and like Amazon the device is always listening unless you mute it.  So with everyone at this point entering the home assistant space, Google has a nice well rounded product with the icing on the cake being AI integration.

AI Infusion Into the Internet Itself

We don’t know what the internet landscape will look like, but with Google’s existing Knowledge Graph to tie entities on their index together.  The internet may become an intelligent entity as a whole.  The way we consume the internet will change as well.  Wearables, home assistants, and hologram technology will make our experience with the internet very interesting.  We’re finally at a point in history were our ambitions are finally catching up to the technology we have advancing in order to deliver the innovations we only dreamed of in the past.