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Cannes Lions 2022: How Google Aims to Improve Search Ante, From Multi-Search to Reflection of Diversity




As more and more people use Google Search to find information on a variety of topics, the company claims it aims to make searching information more natural and intuitive than ever. It turns out that people have an insatiable curiosity about all kinds of information. Every day, 15% of the searches you see on Google are searches you’ve never seen before. At Cannes Lions International, Google’s Vice President of Search, Pandu Nayak, said that the future of search is the most useful and visually rich, not only matching the right keywords, but also matching what searchers want. To make useful information available. Celebration of creativity, 2022.

According to Nayak, advances in artificial intelligence (AI) play an important role in search. Imagine a future where you can search everywhere and find useful information to see, hear, and experience in the most intuitive way for you. Whether it’s your voice or your camera, by entering a query or combination. This is our vision for the future of search. He added that it was one step we had already taken.

Google claims that the search function ham is used more than 100 million times a month. In addition, Google Lens, which allows users to search what they see directly from the search bar using their camera, is currently used more than 8 billion times a month.

We also started multi-search on the Google app. This allows you to take a picture and ask a question at the same time. Multisearch is currently available in English in the United States and we look forward to making it available in other countries and languages, Nayak said.

The company also claims that multi-search will soon be further advanced by adding the ability to search locally. Multisearch Near Me will be available in English worldwide later this year and will be available in more languages ​​over time.

Currently available Multisearch technology recognizes and identifies objects captured in a single frame. But in the future, an advance called Scene Exploration will allow Multisearch to be used to pan the camera, ask questions, and instantly get information about multiple objects overlaid in the scene in front of you. He explained.

According to Nayak, it’s important that we continue to build for everyone. The company recently claims to have extended Google Translate to 24 new languages. We are working to make products such as the Google Assistant more useful for people with language disabilities.

The company also aims to better reflect the diversity of the world in Google search results. We use the Monkskin Tone Scale developed by Professor Ellis Monk of Harvard University to build a more comprehensive product across Google. Search now provides a skin tone filter for image results for beauty searches. This allows people of all kinds of backgrounds to find more relevant information. In the coming months, Nayak will also develop a standard way for creators, brands and publishers to label their content with skin color and hair type.

Finally, Nayak talked about the importance of responsible data practices. Our research shows that users are willing to share their personal information with trusted businesses as long as they know how and what they can get. Responsible data practices are a major step forward in building that trust. This includes clearly communicating why and how data is collected, showing the benefits people can expect, and giving people transparency and control in managing their data settings.

Also read: Cannes Lions 2022: How Creativity Plays a Brand Building

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