Google Search Redesign: AI Features & Updates

Google Enhances Search with Artificial Intelligence and New Features

Google has recently announced the integration of AI advancements, including a novel technology known as the Multitask Unified Model (MUM), to significantly improve the functionality of Google Search. These developments were showcased at the company’s Search On event.

The company demonstrated several new features, leveraging MUM to provide more relevant results and a more intuitive search experience for users.

Introducing “Things to Know”

A key feature being launched is “Things to know,” designed to simplify understanding of unfamiliar topics. This feature analyzes typical user exploration patterns and presents the most frequently sought-after aspects of a subject first.

For instance, a search for “acrylic painting” might suggest exploring topics like beginner techniques, different styles, cleaning methods, and essential tips. Google identifies over 350 related topics within this single search query.

This feature will become available in the coming months, with future expansions utilizing MUM to uncover even more insightful information beyond initial search intentions – such as “how to make acrylic paintings with household items.”

Refining and Broadening Searches

Google is also developing tools to allow users to both refine and expand their searches without needing to re-enter their original query.

Continuing with the acrylic painting example, users might be directed to information on specific techniques like puddle pouring, or local art classes. This leads to visually rich pages containing articles, images, and videos from across the web.

These pages appear to be designed to compete with platforms like Pinterest, aiming to inspire users and translate visual inspiration into action, such as website visits or purchases.

The feature is currently available on mobile devices and is particularly useful for searches seeking inspiration, like “Halloween decorating ideas” or “indoor vertical garden ideas.”

Enhanced Video Search Capabilities

Google is also upgrading its video search functionality. The company already employs AI to pinpoint key moments within videos.

Now, it will identify the topics discussed in a video, even if those topics aren’t explicitly stated, and provide links for further exploration.

MUM will analyze video content, such as a documentary about Macaroni penguins, and suggest related videos covering topics like family dynamics or predator avoidance, even if these terms aren’t directly mentioned in the original video.

An initial version of this feature will be available on YouTube Search in the coming weeks, with visual enhancements planned for future updates.

Impact on Search Traffic and User Behavior

These changes could potentially increase search traffic to Google, particularly by leveraging YouTube’s extensive user base. Studies indicate that younger generations, like Gen Z, are adopting different search habits.

They frequently utilize multiple social media platforms, prioritize mobile access, and actively engage with video content. Research shows that 85% of Gen Z teenagers regularly use YouTube for information, and 80% have learned something new from YouTube videos.

Furthermore, Gen Z often prefers learning through video rather than text, native ads, or other content formats.

The shift towards mobile browsing is also impacting Google’s search dominance, with many mobile shoppers starting their searches directly on Amazon. iPhone users often rely on Siri, Spotlight, the App Store, or native apps for assistance.

Improvements to Google Lens Visual Search

Google also revealed advancements in visual search using Google Lens, powered by MUM technology.