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SearchLeeds 2018 - Purna Virji - Microsoft - Intelligent search and intelligent assistants: Exploring the AI-era of search

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Purna's SearchLeeds 2018 talk explored how in this AI era, search engines are no longer about waiting for people to tell them what they need. Rather, it’s moving to where search can start to predict what you need, via intelligent assistants and conversational inputs. Purna shared insights into how AI is changing how we behave as consumers and what we need to do as marketers to adapt.

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SearchLeeds 2018 - Purna Virji - Microsoft - Intelligent search and intelligent assistants: Exploring the AI-era of search

  1. 1. @PurnaVirji Intelligent Search and Intelligent Assistants Purna Virji @PurnaVirji
  2. 2. @PurnaVirji Microsoft visualized a smart home back in the 1990s
  3. 3. Cloud computing Powerful algorithms Big data @PurnaVirji Why now?
  4. 4. perceive, learn, reason, decision-making, act @PurnaVirji
  5. 5. @PurnaVirji
  6. 6. Search is becoming more intelligent Positive Negative
  7. 7. Search is increasingly the centerpiece of consumer engagement. @PurnaVirji
  8. 8. We see this with ML-powered offerings such as In-market audiences. @PurnaVirji
  9. 9. @PurnaVirji*Source: Microsoft internal data; pilot performance data from verticals including travel, autos and financial services using “bid only” targeting on Bing owned and operated traffic, July 2017. 28% CTR* Ads shown to In-market Audiences saw up to a 28% greater click- through rate (CTR) than the same ads without In-market Audiences. 48% CVR* Ads shown to In-market Audiences saw up to a 48% greater conversion rate (CVR) than the same ads without In-market Audiences. Audiences
  10. 10. And with an AI-powered offering such as MSAN. @PurnaVirji
  11. 11. Graph Devices People Activities @PurnaVirji
  12. 12. Delivering rich user understanding @PurnaVirji
  13. 13. To put the right message in front of the right user @PurnaVirji
  14. 14. Privacy and trust @PurnaVirji
  15. 15. @PurnaVirji
  16. 16. Reach your target audiences across the decision journey Palm Desert – Contoso Villas @PurnaVirji
  17. 17. It’s the right time to shift to audience marketing. Refocus on what really counts: people Right place and at precisely the right moment Half of digital advertisers plan to increase spend on audience targeting this year Measure and optimize performance easily @PurnaVirji
  18. 18. @PurnaVirji Audience Checklist: @PurnaVirji ❑ In-Market ❑ Custom ❑ Remarketing ❑ Keep an eye out for MSAN ❑ Layer FTW
  19. 19. @PurnaVirji
  20. 20. @PurnaVirji@PurnaVirji
  21. 21. @PurnaVirji
  22. 22. @PurnaVirji
  23. 23. @PurnaVirji
  24. 24. @PurnaVirji ❑ Optimize images ❑ …and feed ❑ Structured data ❑ XML sitemaps Visual Search Checklist @PurnaVirji
  25. 25. @PurnaVirji Search is becoming more conversational.
  26. 26. @PurnaVirji
  27. 27. @PurnaVirji Curb your enthusiasm.
  28. 28. @PurnaVirji Curb your expectations.
  29. 29. @PurnaVirji30Presentation title — edit on Slide Master using Insert > Header & Footer @PurnaVirji
  30. 30. @PurnaVirji 70% of consumers have never used voice search to shop or search for products. - MediaPost Source: MediaPost, https://www.mediapost.com/publications/article/320182/
  31. 31. 0% 10% 20% 30% 40% 50% 60% 70% 0% 5% 10% 15% 20% 25% 30% Percentagewhohaveusedvoicemorethan5times Percentage who say their usage of voice for this task is increasing Find local business Find things to do Order food for deliver Search for quick fact Make personal appointment Look up price Most simple Most complex Current Use of Voice @PurnaVirji
  32. 32. @PurnaVirji Do what’s best for SEO anyway.
  33. 33. @PurnaVirji
  34. 34. @PurnaVirji
  35. 35. @PurnaVirjiSource: Microsoft Internal Data
  36. 36. @PurnaVirji ❑ Structured data ❑ Answer Qs ❑ People also ask ❑ Featured snippets ❑ Local listings Voice Search Checklist @PurnaVirji
  37. 37. 0% 10% 20% 30% 40% 50% 60% 70% 0% 5% 10% 15% 20% 25% 30% Percentagewhohaveusedvoicemorethan5times Percentage who say their usage of voice for this task is increasing Find local business Find things to do Order food for deliver Search for quick fact Make personal appointment Look up price Most simple Most complex Current Use of Voice @PurnaVirji
  38. 38. @PurnaVirji
  39. 39. Web Chat Skype Facebook Messenger Twilio Slack Bing Kik Microsoft Teams GroupMe Telegram Email/SMS Bot Connector Build once, deploy across all channels. @PurnaVirji
  40. 40. @PurnaVirji
  41. 41. @PurnaVirji
  42. 42. @PurnaVirji Let’s recap @PurnaVirji
  43. 43. What will you do with this? @PurnaVirji

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