The Future of Search Engines: Machine Learning

I'm going to write a series of articles on trends around the future of search result ads. I hope you are interested and like it, since these new elements that are treading strongly in the digital landscape will progressively impact our work and how we think digital strategies for our brands or clients.

The first trend I would like to talk about is Machine Learning. We have all heard about it, but I think it is important to explain in a simple way what it is about.

Machine Learning is a branch of artificial intelligence, within the field of computer science, more precisely, that uses algorithms that repeatedly learn from data. This has various applications for the digital world, some are image recognition, spam filters, sentiment analysis and of course, search results.

Google implements more Machine Learning elements every day in everything it does, without going too far, recently a type of responsive ad was launched on Google display in which the system learns and qualifies which combination of image, descriptions and headings works best. among a group of these elements. Although we as specialists in digital marketing do not have to become specialists in this matter, it is important that we understand the relevant points that affect our work.

Google has developed a robust machine learning infrastructure built around the «Tensor Flow AI », which is a kind of open library for users who want to be able to test and experiment based on the platform.

This is why Machine Learning is one of the disciplines that will shape the future of digital media. Have you had any experience using Machine Learning technology? Tell us!