The Future of Search Engines: A Battle of AI

It's hard to believe that the basic idea of a search engine has remained the same for more than two decades now. Search engines are primarily used to find information, shop online, and communicate with each other. Though the underlying user experience remains the same, the way people operate the search engines has evolved over time.

Microsoft research reports indicate that over 10 billion queries are made on the search engines daily, and 40% of those searches result in an immediate exit as the users are unable to find the appropriate results. Searches fall far short of their intended purpose.

As a result, everyone has loved Open AI's generative AI Chat GPT since its launch in November 2022. Generative AI has quickly become one of the hottest topics as it understands the context and provides relevant answers to a given search query. Its NLP (Natural Language Processing) capabilities can create responses that simulate human like interactions. Even Tech giants like Microsoft and Google have commenced the development of more powerful AI-based search tools for their respective platforms.

Google vs. Microsoft vs Open AI

Microsoft has recently launched new AI-powered capabilities in their search engine “Bing” through which a user can search the web and get personalized results based on their behaviour, while simulating a human-like chat.

On the other hand, Google is also revamping its new AI BARD in the search space.

Yet again, Open AI has recently upgraded to Chat GPT-4, which can understand complex queries including visual images and provide relevant results to the users.

This competition between Open AI, Google and Microsoft can turn out to be a major milestone in the evolution of web technology. No doubt that in this AI era, the tool having the first mover advantage will potentially become the market leader.

A New Level of Search and Digital Marketers:

We digital marketers always seek to understand customers' behaviour and preferences. To achieve this, the new search engine algorithms can be highly valuable.

With access to real-time insights, marketers can better understand their customers by analysing their behaviour, preferences, and activities on web. These insights can then be leveraged to personalize the marketing campaigns and target specific audiences per the ad objectives. By tracking performance over time, marketers can continue to optimize their campaigns based on the changing customer needs.

The new search engine algorithms can generate powerful data which when clubbed with powerful analytics, will enable the marketers to come up with effective marketing strategies that can drive more engagement and sales.

Will Generative AI replace Digital Marketers?

Generative AI tools have still not reached their full potential to replace online marketers. Instead, it will boost their productivity by providing more focused and personalised information. By utilising AI tools like Chat GPT, businesses can achieve their targets and increase their sales. So, let's accept AI's strength and take advantage of it to make our lives easier!

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