Text-Based Search Is a Dinosaur

Amazon is the latest beneficiary of search to make a move away from text-based queries again, this time by creating a visually focused artificial intelligence research hub. Customers using visual services, Amazon Web Services and voice-driven Alexa’s AI will benefit, according to a recent article in TechCrunch.

Amazon Alexa
“MEDION P61110_04,” Creative Commons license. | Credit: Flickr by MEDION Pressestelle

Amazon is the latest beneficiary of search to make a move away from text-based queries again, this time by creating a visually focused artificial intelligence research hub. Customers using visual services, Amazon Web Services and voice-driven Alexa’s AI will benefit, according to a recent article in TechCrunch.

Further, Natasha Lomas writes for TechCrunch on Monday, the research hub in Germany is partnered with companies focused on studying robotics, machine learning and machine vision. This effort from Amazon to improve the customer experience was preceded by this article on Oct. 3 in Adweek: “Google’s Machine Learning Will Help Publishers Drive Subscriptions and Understand Their Audience.”

It all means Target Marketing Editor-in-Chief Thorin McGee’s fortune-telling turban is vibrating again. He predicts text-based search will evaporate, to be replaced by voice-based search — mainly by the likes of Alexa.

The announcement from Google positions ads better for nearly assured conversion. Adweek’s Marty Swant writes that publishers can place their ads where they’ll get subscriptions:

“Using machine learning, the company said it will provide ways to analyze which types of content and advertising performs well, while also forecasting areas of growth based on historical data and seasonality. … Through its DoubleClick platform, Google will also begin helping publishers know whether to show someone a house ad if they’re likely to subscribe. Or, if they’re not, they’ll drive the website to instead show a traditional ad.”

TechCrunch quotes of Amazon:

“With [computer] causality, AI systems predict customer behavior in response to automated decisions, such as the order of the search results, to optimize the search experience.”

What do you think, marketers?

Please respond in the comments section below.

Author: Heather Fletcher

Heather Fletcher is senior content editor with Target Marketing.

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