Friday, October 22, 2021
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Google is redesigning Search using AI technology

Google’s MUM will understand the behaviour of how people explore topics, it will show search results that align with the topic people are most likely to look at first.

Google has recently announced that it will be applying AI advancements, including Multitask Unified Model (MUM) to improve Google Search. The company demonstrated new features at the Search On event to leverage MUM for web searches by providing relevant content while enhancing web searches to become more natural and intuitive.

One of the new features introduced is “Things to know,” which will focus on making web searches more convenient to understand for people. As this feature understands the behaviour of how people explore topics, it will show search results that align with the topic people are most likely to look at first.

Google explained this use case by searching “acrylic painting,” which may suggest “Things to know” like — how to get started with painting, different styles of acrylic painting, and many more. For the mentioned example, Google is able to identify over 350 different topics that relate to acrylic painting.

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This feature will be rolled out in the coming months that will unlock new ways to — refine search — understanding deeper insights — connect visually rich pages of search results. As images turn people’s visual inspiration into action, these pages would be competing with Pinterest.

To extend further, Google is also upgrading video search. Already, the company identifies key moments inside a video using AI, it now plans to launch features that will identify topics in a video. This feature will provide relevant links that allow users to dig deeper for topics of interest even if the topic is not explicitly mentioned in the video. MUM will understand what the video is about and make suggestions when a related search is made.

In an example, Google showed how a Macaroni penguin’s video could be used to point to a range of related videos for those searching about how Macaroni penguins find their family. As the majority of GenZ learn from YouTube, an initial version of this feature will be introduced on YouTube Search, which will have more visual enhancements in coming months, says Google.

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Amit Kulkarni
Engineer | Academician | Data Science | Technical Writer Interested in ML Algorithms, Artificial Intelligence, and the implementation of new technology.

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