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.

1. @PurnaVirji
Intelligent Search and
Intelligent Assistants
Purna Virji
@PurnaVirji

2. @PurnaVirji
Microsoft visualized a smart home back in the 1990s

3. Cloud computing Powerful algorithms Big data
@PurnaVirji
Why now?

4. perceive, learn, reason,
decision-making, act
@PurnaVirji

5. @PurnaVirji

6. Search is becoming more intelligent
Positive Negative

8. Search is increasingly the centerpiece
of consumer engagement.
@PurnaVirji

9. We see this with ML-powered offerings
such as In-market audiences.
@PurnaVirji

10. @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

11. And with an AI-powered offering such
as MSAN.
@PurnaVirji

12. Graph
Devices People Activities
@PurnaVirji

13. Delivering rich user understanding
@PurnaVirji

14. To put the right message in front of the right user
@PurnaVirji

15. Privacy and trust
@PurnaVirji

16. @PurnaVirji

17. Reach your target audiences
across the decision journey
Palm Desert –
Contoso Villas
@PurnaVirji

18. 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

19. @PurnaVirji
Audience Checklist:
@PurnaVirji
❑ In-Market
❑ Custom
❑ Remarketing
❑ Keep an eye out for
MSAN
❑ Layer FTW

20. @PurnaVirji

21. @PurnaVirji@PurnaVirji

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23. @PurnaVirji

24. @PurnaVirji

25. @PurnaVirji
❑ Optimize images
❑ …and feed
❑ Structured data
❑ XML sitemaps
Visual Search Checklist
@PurnaVirji

26. @PurnaVirji
Search is becoming more conversational.

27. @PurnaVirji

28. @PurnaVirji
Curb your enthusiasm.

29. @PurnaVirji
Curb your expectations.

30. @PurnaVirji30Presentation title — edit on Slide Master using Insert > Header & Footer @PurnaVirji

31. @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/

32. 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

33. @PurnaVirji
Do what’s best for SEO anyway.

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36. @PurnaVirjiSource: Microsoft Internal Data

37. @PurnaVirji
❑ Structured data
❑ Answer Qs
❑ People also ask
❑ Featured snippets
❑ Local listings
Voice Search Checklist
@PurnaVirji

38. 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

39. @PurnaVirji

40. Web Chat
Skype
Facebook Messenger
Twilio
Slack
Bing
Kik
Microsoft Teams
GroupMe
Telegram
Email/SMS
Bot
Connector
Build once, deploy across
all channels.
@PurnaVirji

41. @PurnaVirji

42. @PurnaVirji

43. @PurnaVirji
Let’s recap
@PurnaVirji

44. What will you do with this?
@PurnaVirji