This article is the third installment in our series discussing search results and the increasing influence of artificial intelligence (AI) on search experiences. In this part, we delve into the coming evolution of search interfaces, the personalization of search experience, and the implications for digital marketing strategies.
As AI fully integrates into search processes, personalization will be more pervasive, making it less likely for two individuals posing the same query to encounter similar interfaces. While the search results might be the same, the presentation of these results could vary significantly based on the individual’s preferred method of processing information. The AI system will learn the users’ ages, how they consume data, and consider their environment and the question asked.
Search Results & The Mode of Learning
For example, visual learners might see pictorial representations of results. But, first, auditory learners could receive voice responses, and read/write learners may be presented with written summaries. Additionally, due to AI’s environmental awareness, it could provide an auditory response while a user is driving. Another layer of complexity in user interfaces (UI) stems from the subject matter of the inquiry. For example, the UI for a search on nearby movie theaters will differ from one regarding the latest political developments or stock market updates. AI will incorporate the preferred communication method of the subject matter experts into the UI design.
Search Results & The Age Effect
The age effect plays a crucial role in search experience personalization as well. A thought-provoking paper on this topic highlighted that individuals tend to consume content similarly to their generational peers, regardless of their primary learning mode. This phenomenon suggests that if most of an individual’s peers access search results verbally, that person is more likely to do the same, even if they are not primarily an auditory learner.
Search Results & Gender
Algorithms, vital in the digital age, impact many facets of modern life, from news feeds to healthcare delivery and now the Search Engines. However, they pose the same old problem again, as evidenced by recent research from NY University.
The study shows that due to gender bias in algorithms, they encourage misinformation and create online echo chambers on social media sites. The study highlights real-world effects and perpetuates societal inequality. According to the journal Proceedings of the National Academy of Sciences, AI systems identify patterns in massive databases, yet these datasets frequently contain embedded cultural prejudices.
SO, the expectations of radical departure from current norms of search display may be less probable due to the introduction of AI. Nevertheless, there will be change.
Getting Ready For The Coming Search Experience
Putting all these together may sound overly complex, but I promise it is easier today than ever. Over a decade ago, DWG introduced “Lean Mean Marketing Machine diagram” to emphasize the importance of processing content through every available channel to create an effective marketing cycle on the web. It came with a checklist that allowed our clients to check off the content that had been converted and posted. However, despite its accuracy and all the tools, some clients needed help processing the concept. In response, we developed “The Cycle” for internal use and took on the load. Since its inception, we have continuously updated “The Cycle.”
“The Cycle” currently promotes and optimizes clients’ shows, courses, events, and content. Cycling content through platforms and directing them towards the point of sale remains relevant, with even more platforms available in 2023.
In previous articles, we discussed the steps digital marketers should take to adapt their SEO strategies in this emerging environment. As a result, marketing production schedules must accommodate the release of more content or risk falling behind.
Fortunately, AI offers solutions to help manage this increased workload. In addition, numerous tools exist to distribute content across various channels effectively. In the next installment of this series, we will explore the content life cycle in this evolving digital landscape.
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