Narrow vs. strong AI
When you think of artificial intelligence (AI), do you imagine Will Smith battling humanoid robots? Well, think again…did you know that AI is already being applied in the Internet, helping you go about your daily life without drawing attention to itself? AI can be (and already is) immensely useful to B2B professionals in all industries. Most people tend to think of “strong” AI examples like IBM’s Watson, but “weak” or “narrow” AI is more common and useful to our businesses and everyday lives. “Weak” or “narrow” AI systems focus on a very specific, defined task and are already prevalent in today’s marketing efforts.
Predictive Search Programs
Have you noticed that Google will try to automatically fill in your search query for you as you start typing your search phrase? This feature is called predictive search, and it is one of the more established and widely used forms of AI. Predictive search helps save users’ time, and can also be used to make subtle suggestions that influence the outcome of a search query. These programs work by compiling search data and common keywords, then auto-filling the search bar when familiar patterns pop up. Predictive search programs that are specific to websites are becoming increasingly common, and can be beneficial to B2B organizations with large, unwieldy websites.
The Benefit: When potential prospects come to your site for the first time, they don’t have any context for the layout of your site. Predictive search can help those visitors to hone in on specific assets and pages that they may not have found on their own. When web visitors have a good user experience, they are more likely to stay longer, meaning increased engagement and more leads for you!
The Challenge: Predictive search narrows the focus of the results, which means that some less-trafficked content may be continually pushed to the bottom of the pile. This is where stellar SEO tactics come into play in order to have your content ranking higher in search engine results.