Artificial intelligence (AI) is redefining online search, and Think with Google recently published an article titled “How AI is shaping the future of Search” that explores this transformation in detail. In this article, we summarize the key points and highlight the insights of Brendon Kraham, Vice President, Global Ads at Google.
1. Artificial intelligence as a driver of more intuitive search
AI enables search engines to better understand users’ complex queries, even when they are poorly formulated. According to Brendon Kraham, “We are focused on artificial intelligence to understand users’ intent, provide them with more relevant answers, and thus improve their search experience.” Thanks to more advanced language models, online search is becoming not only more accurate but also more intuitive.
2. New forms of search: visual and voice
AI development has paved the way for innovations such as visual and voice search. Kraham points out that “Voice search allows users to ask questions as they would to a real person, which changes the way we interact with search engines.” These advances are not only practical but also redefine how users access information, whether through image or voice searches.
3. Impact on marketing strategies
The article also emphasizes the importance of AI for marketers, who need to rethink their search engine optimization (SEO) strategies. As Kraham mentions, “It’s no longer just about keywords, but about understanding and anticipating what users are truly searching for.” For brands, this means creating richer and more diverse content that accurately addresses users’ intentions.
4. A future centered on the user
Kraham concludes that “The future of search is centered on the user. We are building a search that not only anticipates users’ needs but also learns from their behaviors to serve them in a more personalized way.” AI plays a central role in this personalization, providing a smoother and more relevant search experience.
Conclusion
At Falia, we closely follow these trends to help our clients take advantage of these new opportunities. AI is changing the rules of SEO, and it’s essential for businesses to adapt to these shifts to remain competitive in the digital world.
The original article was published on Think with Google. You can read the full article by following this link.
