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AI is powering Google Search: Here’s All You Need To Know

Google’s former AI chief John Giannandrea, was appointed the head of Google search in 2018. This appointment had a deeper meaning as keen observers saw this event marking the significance and greater role that AI would play in Google search in the years to come. Note that Google’s search has always been powered by algorithms which generated responses to all queries. The key difference being that earlier, the algorithms were working on a set of rules subject to changes at the behest of Google engineers. The incorporation of deep learning into Google’s search engine has been a complete game changer.

So how is AI helping make your Google search for meaningful?

Introduction of Hum-to-Search feature

Ever had a song stuck in your head and can’t seem to remember the lyrics? This simple human ‘irritant’ can now be overcome with the hum-to-search feature where you can hum or whistle to Google and you’d be surprised at the accurate results this feature generates. This is done with the help of a machine learning algorithm which enables identification of potential matches for the song you have been looking for. ML models pick up songs from humans singing, whistles, or hums, and even sound recordings. The audio tune is then converted into a number-based representing the melody of the song. The ML model is also trained to identify the instrument used in the melody. Try it today!

Introduction of BERT technique

The neural network-based technique called BERT or Bidirectional Encoder Representations from Transformers for natural language processing (NLP) pre-training was introduced by Google in 2018 for better language understanding. This leads to better and more relevant search results. This system is constantly enhanced for a better search experience as BERT is now used in every Google query in the English language for more precise results.

Information Access During The Current Pandemic

During the ongoing pandemic Google upped its search game by providing users with information which helped them go to places or get work done. This was enabled through introduction of features such as Live busyness updates on Google Map which can tell about how crowded or busy the place is in the current moment in view of the social distancing measured being followed. Live View feature too helps one in making informed decisions during the pandemic by letting one visualize their destination in real time. The feature has a more accurate pin so one doesn’t have to spend time navigating through the lanes or cities a lot.

Identification of video moments

Moreover, with the help of the latest AI tech, developers at Google can identify key moments of the video and even let users tag those moments within the video. These moments can also be browsed like one browses text.

In fact, the entire Google experience has AI incorporated to help you during different steps of your browsing as well as non-browsing experience. For example, the meeting schedules suggested by Google Drive Smart Scheduling are based on your current schedule and habits. Likewise, Google News makes use of AI to better understand the functioning of people on a daily basis – their places, things they do, news they search for or subscribe to, all are organized and put to use after determining how they connect with the other.

During the height of the pandemic, we at IA used AI for contract tracing and how it helped during Covid-19 crisis and put our experience forward in the post Can data science be used for Vaccine Distribution? Do subscribe to our newsletter to know more about our work and how we can help you with yours?

Video editing and film-making

If you have ever been in the business of video editing, especially when a famous celebrity was involved, and no matter how much you try to salvage the video, you cannot; deepfakes will help with that clip and your video will be made uninterrupted. Earlier, movie directors would spend millions on creating the perfect location for their movies. This is now achievable with a far lesser sum using deepfake and AI. Deepfakes can be real game-changers in film-making. Imagine new movies starring Charlie Chaplin opening to full houses. This, ofcourse, after all the copyright issues are taken into consideration..

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wasim basir

marketing, board member

It’s most obvious in the digital media space, from click buys to personalized web experiences. For marketing, the AI journey has just kick-started, while in the tech sector it has been applied for a while now. We are still at an early stage where inroads are being made into AI content via chatbots and even some explanatory content creation but what will make anyone jump up and embrace it is when we will start seeing a lot of mainstream content being created by AI.

rich arnold

board member

Prior to joining Infinite Analytics, Richard served as the CFO of CrowdFlower, COO and CFO of Phoenix Technologies, as a member of the board of directors and chairman of the Audit Committee at Intellisync, and previously as CFO and executive vice president strategy and corporate development at Charles Schwab.

pravin gandhi

board member

Pravin Gandhi has over 50 years of entrepreneurial operational and investing experience in the IT industry in India. He was a founding partner of the first early stage fund India - INFINITY. Subsequently a founding partner in Seedfund I & II. With over 18 years of investing experience, he is extensively well networked in investment and entrepreneurial scene and is an active early stage angel investor in tech & impact space. Pravin holds a BS in Industrial Engineering from Cornell University, and serves on the board of several private corporations in India. He is on the board of SINE, IIT Mumbai Incubator.

Purushotham Botla

co-founder & cto

Puru has his Masters in Engineering and Management from MIT. Prior to MIT, he worked with Fidelity Investments building electronic trading products and high volume market data processing applications. He has completed his BE from VJTI, Mumbai.


Deb Roy

Executive Director, MIT Media Lab

Deb Roy is Professor of Media Arts and Sciences at MIT where he directs the MIT Center for Constructive Communication, and a Visiting Professor at Harvard Law School. He leads research in applied machine learning and human-machine interaction with applications in designing systems for learning and constructive dialogue, and for mapping and analyzing large scale media ecosystems. Deb is also co-founder and Chair of Cortico, a nonprofit social technology company that develops and operates the Local Voices Network to surface underheard voices and bridge divides.

Roy served as Executive Director of the MIT Media Lab from 2019-2021. He was co-founder and CEO of Bluefin Labs, a media analytics company that analyzed the interactions between television and social media at scale. Bluefin was acquired by Twitter in 2013, Twitter’s largest acquisition of the time. From 2013-2017 Roy served as Twitter’s Chief Media Scientist.

Erik Brynjolfsson

Board Member

Erik Brynjolfsson is the Jerry Yang and Akiko Yamazaki Professor and Senior Fellow at the Stanford Institute for Human-Centered AI (HAI), and Director of the Stanford Digital Economy Lab. He also is the Ralph Landau Senior Fellow at the Stanford Institute for Economic Policy Research (SIEPR), Professor by Courtesy at the Stanford Graduate School of Business and Stanford Department of Economics, and a Research Associate at the National Bureau of Economic Research (NBER).

Akash Bhatia

Co-Founder and CEO

Akash co-founded IA while studying for his MBA from MIT. Prior to MIT Sloan, he co-founded Zoonga. Before this, Akash was an engineer with Oracle in Silicon Valley. He has completed his M.S from University of Cincinnati and B.E from the College of Engineering, Pune.