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Revolutionise your search: Discover how AI is changing the game

Rewati Khare, Group Head - SEO and Media Planning at Dentsu Creative India, writes about the integration of AI in modern search landscape and how it’s making all the difference

Rewati Khare

The advancements in artificial intelligence (AI) are transforming the modern search landscape in significant ways. Predictive search technology has come a long way in the past decade, and the integration of AI has reached to a whole new level. 

It is important to note that AI-powered search is not only beneficial for users but also for brands and businesses. AI-powered search can provide businesses with valuable insights into customer behaviour, which can be used to improve products and services. Moreover, AI-powered search can also help businesses to better understand their target audience and create more effective marketing campaigns.

Advancements in Natural Language Processing (NLP) and its role in search

One of the most significant ways that AI is impacting search is through natural language processing (NLP). NLP is a branch of AI that deals with the interaction between computers (robots) and human languages. Its role in search is to understand and interpret the intent behind a user's query. Previously, search engines were only able to match exact keywords, but with the advancements in NLP, they are now able to understand the context of a query and provide more accurate results.

For instance, AI-powered NLP can understand the difference between "I want to buy a car" and "I want to watch a movie about cars", which leads to more personalised results. However, NLP still faces some challenges when it comes to understanding search queries. 

Another challenge is dealing with the complexity of natural human language. There are many nuances in human language that can be difficult for machines to understand, such as sarcasm, idioms, and puns. This can lead to misinterpretation of queries, resulting in irrelevant search results. Despite these challenges, researchers are making progress in addressing these issues, and we can expect to see more accurate results in the future. Search engines like Google use machine learning algorithms to understand the relationships between different pieces of data and user input to optimise the way they are indexed and retrieved. This allows search engines to return results faster and with greater accuracy, even for complex queries.

AI-powered search recommendations

Search recommendations are another space in which AI has impacted significantly. AI-powered search recommendations can analyse the user's behaviour in real-time and adjust the recommendations accordingly. They are based on the user's behaviour and browsing history, and they aim to provide the user with results that are more relevant to their needs. For instance, if a user has been searching for a specific product, the search engine can recommend related products or accessories. Companies like Amazon and Netflix are currently using AI to provide personalised recommendations to their users. 

AI is also being used to optimise search results. Search optimisation is the process of improving the visibility and ranking of a website or webpage in search engine results. AI-powered search optimisation can analyse user engagement and make real-time adjustments to improve the search results. For example, if a user is not engaging with the top results, the search engine can adjust the ranking of those results and move more relevant results to the top.

How AI is impacting the field of SEO and SEM

The integration of AI in search has remarkable impact on the field of SEO and SEM. SEO (search engine optimisation) is the process of improving the visibility of a website or webpage in search engine results, while SEM (search engine marketing) is the process of promoting a website or webpage through paid advertising. AI can analyse user intent and create more targeted organic and paid search campaigns.

For example, if a user is searching for a specific product, the search engine can display ads for that product to the user. With the increasing use of AI in search, there is a surge in the demand of creating quality content. This is because AI-powered search engines can easily identify low-quality content and lower their visibility in the search results.


In conclusion, AI is fundamentally altering the environment of modern search. Search results will be more precise and customised thanks to AI. The continuing development of AI is resulting in more advanced search technologies, which bodes well for the future of smart search.

Overall, artificial intelligence (AI) in search is altering how we interact with technology, and its impact on the search landscape is undeniable.

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