Google is rethinking search using AI technologies and new features – TechCrunch

Google today announced that it will apply advances in AI, including a new technology called Multitasking Unified Model (MUM) to improve Google search. At the company Search on Event, the company showcased new features, including those that leverage MUM, to better connect web searchers to the content they are looking for, while making web search more natural and intuitive.

One of the features launched is called “Things to Know”, which will aim to give users a better understanding of the new topics they are looking for. This feature understands how people typically explore various topics, and then shows internet users which aspects of the topic people are most likely to watch first.

Image credits: Google

For example, Google explained that if you searched for “acrylic painting” it might suggest “things to know” like how to start painting step by step or the different styles of acrylic painting, tips on acrylic painting, how to clean acrylic paint, and more. In this example, Google is able to identify over 350 different topics related to acrylic painting, he notes.

This feature will launch in the coming months, but Google notes that it will also be extended in the future using MUM to help web users unlock even more in-depth information on the topic beyond what they have. could think of research – like “how to make acrylic paintings with household items.

Image credits: Google

The company is also developing new ways to help Internet users refine and expand their searches without having to start over with a new query.

To continue the acrylic painting example, Google may suggest connecting you to information about specific painting techniques, such as pouring a puddle or art classes you might take. You can then zoom in on any of these other topics so that you see a visually rich page of search results and ideas on the web, including articles, images, videos, and more.

These pages are meant to compete better with Pinterest, it seems, as they are also capable of helping people find inspiration in searches – in the same way that Pinterest’s image-rich bulletin board aims to transform visual inspiration from people in action – like visiting a website or making an online purchase.

Google says the pages will be useful for searches where users are “looking for inspiration,” like “Halloween decorating ideas” or “indoor vertical garden ideas” or other ideas to try. This feature can be tried out today on mobile devices.

Google is also improving video search. Already, the company is using AI to identify key moments in a video. Now that will go further with the launch of a feature that will identify the topics in a video – even if the topic isn’t explicitly mentioned in the video – and then provide links that will allow users to dig deeper and deeper into the video. find out more.

Image credits: Google

This means that when you watch a YouTube video, MUM will be used to understand what the video is about and make suggestions. In one example, a macaroni penguin video can point users to a range of related videos, such as those that explain how macaroni penguins find their family members and navigate predators. MUM can identify these search terms, even if they are not explicitly stated in the video.

This feature will roll out in an initial release on YouTube Search in the coming weeks and will be updated to include more visual improvements in the coming months, Google said.

This change could also help increase search traffic to Google, taking advantage of YouTube’s massive reach. Many Gen Z users already search for online content differently from previous generations, studies have found. They tend to use multiple social media channels, mobile-friendly, and interested in video content. A “Think with Google” study, for example, found that 85% of Gen Z teens would regularly use YouTube to find content, while 80% said that YouTube videos had taught them something successfully. Other data had demonstrated that Gen Z also prefers discovering new ideas and new products through video, not text, native ads, or other content formats.

For Google, this type of addition may be necessary as the move to mobile has an impact on its dominance of search. Today, many searches for mobile purchases today now start directly on Amazon. Plus, when iPhone users need to do something specific on their phone, they often turn to Siri, Spotlight, the App Store, or a native app for help.

Google also today revealed how it uses MUM technology to improve visual searches using Google Lens.


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