Artificial intelligence is very quickly changing our lives and the way we do business. AI has made its way into various aspects of our everyday activities, and the way we conduct online searches is no different.
Search engines, like Google, work by collecting huge databases of information, so that when a person enters a phrase into the search engine, it instantly browses these vast libraries of information, and presents the most relevant results.
Now, the question is: how does AI search differ from the process we just described? Well, stick around to find out.
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What Is AI Search?
An AI-based search makes the process of searching for a term online even more accurate and relevant. This is because the AI can learn and adapt from data inputs, trying to replicate human intelligence.
In practice, this means that it learns how you tend to behave when looking for things online, and then automatically generates the results that match the most.
AI searches easily outperform traditional searches due to their far greater understanding of user intent and context, as well as, their ability to adapt in real-time to changes in business.
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How Does AI Search Work?
In order to understand Google AI search or any other artificial intelligence-based search, we must acknowledge that various types of algorithms are used.
Let us take a look at the most popular ones, shall we?
Types of AI Search Algorithms
- Natural Language Processing (NLP). Natural language processing is a form of analysis for the search algorithms to quickly find the correlations between words in the human language. It helps machines to interpret our queries, and deliver accurate results. This includes correcting mistakes, comprehending synonyms, and analyzing the context of the query.
- Machine Learning. This type of AI allows machines to learn and improve from previous experiences and data without being specifically programmed. Machine learning can identify patterns, learn from gathered data, and adjust its behavior as needed. All this, with the help of NLP, allows for semantic search to exist.
- k-Nearest Neighbors (kNN). kNN is a versatile machine learning algorithm that memorizes data and predicts responses for new information based on existing data samples. It is very useful in image recognition, fraud detection, and personalized suggestions, such as music, movies, books, etc.
- Approximate Nearest Neighbors (ANN). ANN is used for searches in huge databases. In order to locate its closest neighbor, it takes the location specified in your search query and, after a thorough examination, attempts to determine the distance between the query point and all other points in the data set.
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Does Google Use AI Search?
At the beginning of 2024, Google introduced its new Google AI search. First, there is the Circle to Search feature, which allows Android users to select images, text or videos, and instantly start searching for information, without leaving the app they are currently using.
Apart from that, Google utilizes many forms of AI to improve its search engine. For instance, Google uses AI for its maps and direction services, including features like traffic predictions, and route recommendations. AI is also used in image and speech recognition, language translation, advertising, and incoming email sorting.
Last but not least, the Google Assistant uses machine learning algorithms to assist users and answer their questions.
So, to shortly answer the question: does Google search use AI – yes, it does, in many ways and forms.
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What Are the Benefits of AI Search?
- Personalized Recommendations
- More Accurate Results
- Better Overall Experience
- Increased Customer Insights
1. Personalized Recommendations
Combined, machine learning and natural language processing models of artificial intelligence allow for a much more tailored search experience.
Users’ search preferences are stored, and then analyzed, which makes it possible for search engines to provide personalized recommendations based on past choices and activity.
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2. More Accurate Results
It can be very annoying for users, when the displayed search results do not match their search intent, and users have to type in another phrase to specify what they want to find.
However, with the help of AI-based search, users receive much more accurate results, due to a better understanding of the context and intent behind their queries.
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3. Better Overall Experience
It goes without saying that the above benefits greatly contribute to the better overall experience for users conducting online searches. But that’s not all.
These smart results, achieved through semantic understanding, allow users to spend less time in finding what they are looking for, and more importantly for businesses, serves as a platform for higher click-through rates, conversions, and customer satisfaction.
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4. Increased Customer Insights
Speaking of the perspective of businesses, AI searches can highly increase the customer insights their gather. In practice, the data gathered by artificial intelligence search tools can be used to obtain a lot of information about the habits and preferences of customers.
This allows businesses to adjust and personalize their sales proposals and marketing strategies to meet the needs of their customers. It also paves the way towards a more user-centric sales approach.
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What Is the Future of Search?
With the high rates of development, artificial intelligence will certainly evolve more and more, so it is very likely that AI search will continue to develop.
Even now, there are a number of entirely AI-powered search engines available, including Metaphor AI Search, Andi Search, and Phind, each trying to outperform the others.
In terms of basic user experience, AI obviously helps a lot to make the process faster, simpler, and more efficient.
But, is everything as good as it seems? There have been some reports of controversies with AI, especially involving biased, and straightaway wrong and/or dangerous answers.
Surely this is a matter that needs to be addressed and worked on if AI searches are to be the new, and main, way we use technology in the future.
Speaking of the future, did you know that DevriX, among the highest rated B2B companies on Clutch, can help your business achieve long term growth and success?
Just drop us a message and we can start helping you build your business.
Team DevriX
This article is crafted by DevriX's seasoned marketing team, boasting over four decades of collective expertise in crafting sophisticated marketing funnels, devising comprehensive content frameworks and pillars, implementing engaging email campaigns, and creating impactful social media content designed for scalability.
Our marketing experts specialize in the complete spectrum of inbound marketing strategies. As an accredited HubSpot Agency Partner and a Semrush Partner, we engage in meticulous research, blending our extensive experience with the unique insights of our highly skilled team.
We set benchmarks in content creation by incorporating cutting-edge marketing trends, leveraging in-depth industry research, and utilizing state-of-the-art AI tools for data segmentation and captivating content hooks. Our proficiency extends across a diverse range of sectors, including working with SMEs, Fortune 1000 companies, global B2B brands, major publishing entities, WooCommerce platforms, business directories, and affiliate networks.
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