Recently Google created quite a bit of a stir with its demonstration of Duplex, an AI system that can converse with humans in natural language for jobs like scheduling appointments or booking reservations. Even as this feat drew the attention of curious people to the possibilities of AI, there is also an element of fear that one day it will be able to replace people. However, another opinion that AI will actually make us more productive and effective is gathering momentum and nowhere is this more amply demonstrated in online search where it is already deeply embedded and is opening up new opportunities for
What Is AI Doing in Search?
Strange as it may sound, artificial intelligence is actually trying to make online search more human. Machine learning technology is used by Google’s Rank Brain to understand the meaning and context of the web content that it crawls. It is programmed to be able to understand the intent of search queries from terms that may be ambiguous using data from feedback to improve its accuracy. While Google is stepping up the pace of implementing AI techniques in search because it fully appreciates that AI is the pivot on which it will be possible to deliver superior and more customized consumer experiences.
How AI Can Supercharge
The three important areas in which artificial intelligence can improve the performance of
Insights: AI can process and understand data patterns on a scale and at a rate that can simply not be achieved by human beings. This computational might makes it vital for search strategists as they can finally use unstructured data to make informed decisions. Common tasks that are ideal for AI intervention include analysis of market trends and site performance, generating insights into competitor behavior and customer intent, monitoring SERP performance and management of pay-per-click spends and SEO. It is possible for AI to deliver new insights in each of these complex scenarios and with search fast evolving from conventional SERP to a multidisciplinary channel; this capability will be especially significant.
The important role in a branding company that AI can play in processing the new types of media, especially in visual search is fast becoming apparent. Deep learning to interpret the context and content of images is already in practice by Pinterest, which has the potential to open up fresh opportunities for retailers to take advantage of the discovery search. Google Lens is also planning to use augmented reality to merge the physical and virtual employing objects as search queries rather than keywords typed in. It is very natural to expect that these developments will help to create valuable information, with every additional interaction revealing fresh insights into the audience. Online marketers should use AI-generated data to shape their search strategies. According to https://www.impactbnd.com, “By analyzing website traffic, email interactions, and social media behavior, AI helps you develop a more detailed profile of your target audience and what they like.”
Automation: The prime reason why SEO is not used as much as it should be by online marketers is that it is extremely labor intensive and over the long-term, requires a very large amount of attention that may not be possible for small businesses to devote. Whenever possible, automation should be employed to crash the time taken to produce output had it been done with human effort and the time thus saved can be then applied to activities that call for human intelligence like the evolution of search strategy and creating content. Some of the
Personalization: Customers are satisfied better when marketers are able to deliver experiences that are more relevant and useful because they have been customized for them, however, it can be done only for a very limited number of customers by following manual processes. If you need customization on a large scale, it can only be achieved through automation with AI being integral to its success. Mass scale personalization has been done very successfully by Amazon that uses the browsing data of users to make suggestions on products that they are likely to find interesting. This AI implementation permits Amazon to bring to the notice of customers products that they would have perhaps never manually searched for by themselves. This recognition of the intent of customers is central to search marketers being able to satisfy customers by the personalization of offers. Since the discovery of content is no longer restricted to what the search results page delivers, it is important for marketers to really understand their customers to make sure that it is possible for them to engage with them at any time and anywhere. AI assumes vital importance in analyzing customer behavior so that it is possible to make predictions based on historical data patterns so that marketers can plan content better to meet customer demands.
Conclusion
Artificial intelligence is perhaps the next big thing that will allow search specialist and marketers to personalize content delivery. Not only can they enhance the user experience but also conversion by customizing content. AI makes it possible for them to create content by the persona of the customer as also the stage of his journey and the mechanism of the content delivery. AI can also be used to identify the tight networks to publish content at the right times.
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