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Vikas Arora - Evolution of Search - Nottingham Digital Summit


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Machine Learning and Artificial Intelligence – taking a look changes taking place in the digital space, and what marketers can do to stay ahead of the curve. We will explore what AI means , what opportunities it presents, and how can marketers benefit from this today as well as prepare for the changes that lie ahead. You will learn more about the impact of machine learning and artificial intelligence on Search, and - Microsoft's definition of AI and how marketers can take advantage of the tools today.

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Vikas Arora - Evolution of Search - Nottingham Digital Summit

  1. 1. Vikas Arora Sr. Account Director Bing Ads Evolution of Search
  2. 2. Agenda 1. Fundamentals of Search 2. What’s new in Search 3. What’s next ?
  3. 3. @BingAds | #BetterWithBing | @vikasar
  4. 4. I think search engines are the new equivalent of publishing; an enabler of information - James Dyson @BingAds | #BetterWithBing | @vikasar
  5. 5. @BingAds | #BetterWithBing | @vikasar
  6. 6. WHO ? @BingAds | #BetterWithBing | @vikasar
  7. 7. Why ? What ? Who ? @BingAds | #BetterWithBing | @vikasar
  8. 8. Search is changing The next evolution of search 20 billion expected Internet of Things units by 20205 74%of people trust search engines almost as much as they trust the website or brand4 50% of search will come from image or voice by 20202 1/2of all developer teams will be embedding AI into their apps by 20181 85% By 2020, the customer will manage of the relationship with an enterprise without interacting with a human3 * in the Windows 10 task bar. 1. "IDC FutureScape: Worldwide IT Industry 2016 Predictions — Leading Digital Transformation to Scale", Nov 2015, IDC FutureScape, 2. “Internet Trends 2016 - Code Conference”, KPCB, 1 June 2016, 3. “Gartner Customer 360 Summit 2011”, Gartner, Mar-Apr 2011,, 4. "SMX EAST RECAP: Catalyst partners with Bing to study search in the media mix, search + other channels", Bing Ads, 18 Nov 2016,,-search-other-channel. 5. "Gartner Says 6.4 Billion Connected "Things" Will Be in Use in 2016, Up 30 Percent From 2015", Gartner, 10 Nov 2015,
  9. 9. Search is changing The next evolution of search Breakthrough in speech recognition Lowest ever recorded word error rate with Microsoft reaching human parity9, 10 of online consumers get frustrated when irrelevant content appears6 74% The Cortana search box* has over 145M7 monthly active users, with 8B questions asked to date8 New headsets with potential to significantly alter the way users interact with search engines are coming to market soon 6. Denenholz, Jeff, "Online Consumers Fed Up with Irrelevant Content on Favorite Websites, According to Janrain Study", Janrain, 31 July 2013, to-janrain-study/. 7. Cortana Dev Center, April 2017, 8. “Why 100 million monthly Cortana users on Windows 10 is a big deal“, TechRadar, 20 July 2016, monthly-cortana-users-could-be-a-bigger-deal-than-350-million-windows-10-installs-1325146. 9. "Historic Achievement: Microsoft researchers reach human parity in conversational speech recognition", Microsoft, 18 Oct 2016, achievement-microsoft-researchers-reach-human-parity-conversational-speech-recognition/#sm.00000jv1wtv9nacq7r266s8uucy4p. 10. "Technology Quarterly: Finding a voice", The Economist, 1 May 2017, 01/language#section-5.
  10. 10. AI POWERED SEARCH CAPABILITIES ON BING INTELLIGENT ANSWERS Get answers with less effort To deliver answers fast, for the many types of questions you have, Bing verifies concrete answers across multiple sources rather than just one. For more nuanced questions, Bing provides multiple perspectives gathered from the web plus info from the Reddit community. INTELLIGENT IMAGE SEARCH Find what you see See something you like in an image on Bing and want to learn more about it? With intelligent image search, just select the area in the image with our simple-to-use cropping tool, and Bing will show you similar results and products so nearly any image is a place to shop. CONVERSATIONAL SEARCH Get answers to questions with multiple parts Don’t know exactly how to phrase your question as a search query? With conversational search, Bing provides clarifying questions for certain categories to help refine your search and get you what you’re looking for.
  11. 11. We learn and use technology. Technology learns us and discovers ways to be helpful. Answering Coordinating Listening Observing Anticipating What is AI?
  12. 12. What’s new at Microsoft Technology stays on the cutting edge Virtual and augmented reality HoloLens is changing the way we see the world. Explore how companies like Lowe’s and NASA are transforming concepts to reality. Watch the video Machine learning & advanced analytics With the Microsoft Cloud, Microsoft partners are using smart traps to capture mosquitoes and sequence their DNA to fight disease. Watch the video The future of AI Microsoft Cognitive Services are helping museums, such as Tate Britain, to improve our understanding of art, culture, history and science. Watch the video Disaster recovery In 2015, a massive earthquake struck Nepal, killing 9,000. The United Nations Development Programme is teaming up with Microsoft on a major effort to promote economic, financial and social recovery in the region. Watch the video
  13. 13. 25 years of AI development
  14. 14. Agent We're going to harness artificial intelligence to fundamentally change how we interact with technology with the advent of intelligent agents, and conversational interfaces Cortana Xiaoice Zo Services We’ll make these same intelligent capabilities that are infused in our own apps available as open programming interfaces, for every developer in the world Bot Framework Cognitive Services Cortana Intelligence Applications We’re going to infuse every application that we interact with, on any device, at any point in time, with intelligence Office 365 Dynamics Infrastructure We’re building the world’s most powerful AI supercomputer and using this infrastructure to tackle AI challenges, large and small Azure Machine Learning Democratizing AI – For every person and every organization
  15. 15. Data into insights Marketing AutomationIntelligent Agents Bing AI Solutions Build EngageEvolve
  16. 16. Consumer Trends Digital Assistants Apps (with AI) Voice Search 95% of customer interactions will be powered by AI bots by 2025 75% of apps will be infused with AI by 2018 By 2020, 30% of all search results will be voice Source: Econsultancy: Next Revolution of Search, 2017; Beyond the Hype: IDC White Paper on the economic impact of AI on CRM.
  17. 17. Data into Insights Operational EfficiencyCustomer Engagement Marketing Solutions…using AI
  18. 18. Data into Insights
  19. 19. The Microsoft Graph 148m 2.5b 120m 500m 1.5b
  20. 20. Locations Demographic profile Content preferences Personal Data Domain preferences Personal Connections Entities of interest Web activity Search Brand preferences Search history Purchase History Product interests Product categories Demographics Customer Data Data signals combined with 1st party data Digital Profiles
  21. 21. Customer Engagement
  22. 22. Provide better service and support Bot Services ✓ Azure Bot Service enables you to build chatbots that can scale new services and help you provide better support to your customers. Bot Framework ✓ Bot Framework provides developers with the tools to create intelligent bots that interact with users in a natural way. Leverage Cognitive Services ✓ Cognitive Services enable your bot to see, hear, interpret, and interact in more human ways.
  23. 23. . Make finding and chatting with bots more discoverable on Bing Chat bot extensions ✓ Ad extensions that make search more conversational
  24. 24. Operational Efficiencies
  25. 25. Optimize – Increase performance Dynamic Search Ads: Automatically target relevant search queries based on the content of your website
  26. 26. Optimize - Increase efficiencies Auto-Bidding: ➢ With automated bidding, Bing Ads fully manages your bids in real time, based on a wide set of useful platform signals. ➢ Real-time campaign optimization based on your objectives. ➢ AI is built into Auto-Bidding to save you time and money, and improve your return on investment.
  27. 27. Reach new customers Create engaging customer experiences Achieve greater operational efficiencies Come learn with us