Over the past year, Google has shifted from a mobile-first approach to an AI-first strategy. Though this change may seem odd, since Google has focused primarily on mobile-first for nearly a decade, the adjustment reflects the company’s strong belief in the potential of AI and machine learning-based technology. And Google isn’t the only company talking about machine learning – Apple referred to the concept multiple times in a recent keynote. Do you have issues lately with your website traffic or search visibility? With our SEO Services, we can help!
As exciting as all this sounds, it can be challenging to understand what the transition means for you and your business. While we don’t know exactly how things will pan out, we know one thing for sure – AI is the way of the future, and you’d better do what you can to prepare for it.
Google’s Focus on AI and Machine Learning
Google CEO Sundar Pichai admitted the change to AI-first was coming when he wrote a post on the official Google blog more than a year ago. He says:
“The last ten years have been about building a mobile-first world, turning our phones into remote controls for our lives. But in the next ten years, we will shift to a world that is AI-first, where computing becomes universally available – be it at home, at work, in the car, or on the go – and interacting with all of these surfaces becomes much more natural and intuitive, and above all, more intelligent.”
Right now, public perception of AI is changing. Just 10 or 15 years ago, few people were familiar with AI and machine learning. Currently, studies show that 72% of people understand what AI is, and only 28% are uncomfortable with the thought of it, leaving plenty of room for companies like Google to step in and wow the public with innovation. That’s one of the main reasons we will see such explosive growth in the field over the next decade.
A Look at Google’s AI Innovations
Chances are you at least know about Google Assistant, Google’s version of Apple’s Siri, but that’s only the beginning. Google is also working on the following:
Google Lens: Announced at Google I/O 2017, this app allows people to use their smartphone cameras to take pictures of the world around them and get information. You could take a picture of a storefront, and Lens would provide information about it, such as ratings, reviews, and sales. Smart Lenses are also attracting attention from Apple and Facebook.
Enhanced Google Assistant: Google Assistant is the technology powering Google Home, and we’re seeing it become more functional and compatible with more apps and services. For instance, it works with the iPhone and can control music, navigation, smart home controls, and conversational searches. As a result, we expect it to continue growing and to become more helpful, competing with other companies like Amazon and Apple.
Google Home: How many stores had this device and the Mini version readily available on Black Friday in 2017? More people are beginning to embrace intelligent speakers – whether it’s Google Home, Amazon Echo, or Apple HomePod. Research shows that one in six Americans, or 39 million, now own a smart speaker device and use it more often than devices with screens. (If you’re not already, you should also optimize your website for voice search.)
What the AI-First Approach Means for You and Your Business
In the B2B world, the mobile-first approach hasn’t worked as well as for B2C. In the B2C sector, most traffic comes from mobile devices, so a mobile-first strategy is vital; 80% of incoming B2B traffic still comes from desktops. Lead generation forms still work better on desktops than on mobile devices, and mobile-first strategies haven’t been the best. But the good news is that where mobile-first has left gaps for B2B, AI-first can make up for it.
The mobile revolution created more work for marketers because there were more web pages and advertisements to design and track. Conversely, AI has given marketers tools to focus on building more creative, personalized, and qualitative projects. Using AI-powered solutions, marketers can save hours that used to be dedicated to admin work, allowing them to shift their attention to other areas of the business. As AI can track customer behavior and boost sales, it has much greater potential in the B2B and B2C sectors.
As we see the AI-first approach continue to grow, there are bound to be numerous applications that help improve your business. But, no matter what, you’ve got to be ready to adapt and roll with the punches. Your company may even be able to work alongside Google’s foundational work to develop your ideas using machine learning technology.