How Artificial Intelligence Redefines “Search”

1
How Artificial Intelligence Redefines Search
2

• Not making a decision might be the path of least
  resistance, but its making a decision all the
  same. When you do nothing, things will still
  eventually change and you will have to deal with
  the consequences of your inactions whether you
  want to or not.

3

• The concept carries over to artificial
  intelligence (AI) and machine learning as well.
  Its already happening, and its impact is
  becoming more apparent every day. Even if you
  choose to ignore machine learning advances, that
  doesnt mean that it isnt having a big impact on
  AI. These changes affect the way you do business
  whether you realize it or not.

4

• Although the principles of AI can seem complex,
  deciding to adapt it is easy. Either you jump in
  and get acquainted with different ways of doing
  things or decide not to learn and hope for the
  best. This isnt a judgment call since every
  business must make daily decisions about
  marketing, operations, customer service, and many
  other things.

5

• Because of this, this decision on whether to
  implement AI may not get the immediate attention
  you would like. Unfortunately, this can equal
  slow progress over time. You may find yourself
  looking back months from now wishing you had
  gotten started much earlier.

6
Search Redefined

• The above scenario is happening now regarding
  online searches. Search has evolved to the point
  that its time to consider redefining it. Sadly,
  youre already behind the times if the only thing
  that comes to mind when you think of the term
  search is typing words into Google or another
  search engine and skimming the results it
  returns. Todays search involves context,
  location, personalization, usefulness, and voice.

7

• AI currently helps to sort search engine results
  that we read. While it doesnt determine what
  gets displayed, it does help to sort the order of
  the results. AI essentially acts as another layer
  of filtering based on what the search engine
  already knows about us.

8

• Google knows when you have visited a certain
  website in the last several days. It also
  attempts to determine whether you had a positive
  interaction during your visit. If so, the AI
  could push another answer from the same website
  to a higher position in the search engine results
  in hopes that you will tell others about your
  positive experience.

9
Search Isnt Really Dead

• While some people insist that search is dead,
  this is not the case at all. Compared to only a
  few years ago, it is more advanced than ever.
  When your business comes up high in search engine
  results, you can feel confident that youre doing
  several things right. Google and other search
  engines especially reward the following

10

• You have equipped your site for mobile
  responsiveness
• The pages on your website load fast
• You provide authoritative and useful content
• You have mastered SEO
• Your website is exceptionally secure and contains
  structured data
• If the above doesnt describe your online
  experience, its important to commit to achieving
  these goals as soon as possible.

11
Todays Search Means Voice and Visual

• People who conduct searches are now speaking to
  their devices directly and they expect immediate
  spoken and written responses. These voice and
  visual searches powered by AI means that it has
  an unprecedented ability to learn quickly. As AI
  learns more about each person and can predict his
  or her responses, its able to provide an even
  faster response the next time. For consumers,
  this means increased accuracy and greater
  usefulness.

12

• Todays economy means that you can no longer
  afford to take no action and hope for the best.
  With change happening all around you, the choice
  is clear. Its time to embrace AI and learn as
  much as you can about this exciting technology.
  The risk of not doing so is seeing more of the
  market share you work so hard for go to the
  competition.

13
Stay in the Game with Digital Knowledge Management

• Remaining competitive today means you need to
  understand a process called Digital Knowledge
  Management or DKM. This process enables you to
  identify and manage any fact about your business
  that current and potential customers could see.

14

• Todays consumer is an informed one. They invest
  significant time in research before considering a
  purchase, which means they read online reviews
  written by other customers. This means you must
  manage the digital information out there about
  your company. You need to ensure a consistent
  brand message across all digital platforms. The
  reality is that you cant continue to compete
  with outdated and single-focused strategies. The
  world has changed, which means you need to
  embrace AI and change with it.