Quantumrun

IMAGE CREDIT:

iStock

Google search MUM: Can AI revolutionize the search industry again?

Google plans introduces artificial intelligence (AI) to field queries and provide holistic, intuitive responses.

Author:
Author name
Quantumrun Foresight
May 6, 2022

Insight summary

Imagine a search system that mimics talking to an expert, understanding context, and providing comprehensive solutions; that's what the Multitask Unified Model (MUM) promises. By allowing users to combine different questions and receive related answers, including images, videos, and audio, MUM aims to create a more cohesive and enriched user experience. The long-term implications of this technology include reshaping customer service, enhancing personalized learning, and potentially shifting digital marketing strategies.

Google search MUM context

A Google-powered development, the Multitask Unified Model (MUM), promises a search system that mimics talking to an expert who can understand context and provide comprehensive solutions. Google introduced a natural language processing technology (NLP) in 2019 called Bidirectional Encoder Representations from Transformers, or its better-known acronym, BERT, which opened new possibilities for improved indexing of questions and understanding intent. In 2021, Google announced that MUM is being developed to move the search engine into its next technological phase. This development represents a significant step in enhancing the way we interact with information online, making it more intuitive and responsive.

MUM could potentially allow users to combine different questions and get related answers instead of having to ask these questions separately. The search engine's responses would not stop with just the original question. Instead, a multimodal algorithm will comb the internet for related answers and themes such as images and, in the future, videos and audio. This approach aims to create a more cohesive and enriched user experience, where information is not only accessible but also interconnected, reflecting the way human thought processes work.

By enabling a more nuanced and interconnected search experience, it may change the way people conduct research, find products, or even interact with digital assistants. For businesses, it may lead to more effective advertising and customer engagement, as the technology can better understand and respond to complex queries. Overall, MUM represents a significant advancement in the field of search technology, with the potential to reshape our digital interactions in ways that are more aligned with natural human communication.

Disruptive impact

The ability of MUM to provide different pathways of responses to a single query opens up new horizons for personalized learning and research. Students and educators could leverage this technology to explore subjects in depth, with the algorithm guiding them through related topics, historical context, and even practical applications. For example, a student researching renewable energy sources may not only find information about solar and wind power but also insights into local policies, job opportunities, and community impact. This interconnected approach to information retrieval can foster a more holistic understanding of subjects, enhancing education at various levels.

In the corporate world, MUM's multifaceted response system could reshape customer service and product discovery. A customer inquiring about a specific product could receive information about its features, related accessories, warranty details, and even tutorials on how to use it. This enriched interaction may lead to improved customer satisfaction and loyalty. Additionally, companies could utilize MUM's capabilities to analyze market trends, consumer behavior, and competitive landscapes, enabling more informed decision-making and strategic planning.

Governments and public organizations could also benefit from MUM's comprehensive search capabilities. By providing citizens with detailed and context-rich information, they can promote transparency and foster trust. For instance, a query about a new healthcare policy could yield information about the policy's provisions, its impact on different demographics, how it compares to previous policies, and even guides on how to access related services. Moreover, MUM's commitment to recognizing and removing biases ensures that the information remains reliable and fact-based, reinforcing the integrity of public communication.

Implications of Google refining its MUM search technology

Wider implications for Google using MUM to refine its search function may include:

Comparative questions between two services or two brands being answered comprehensively with related product reviews and other information.

One-stop consultation for all questions, allowing users to seamlessly move from one topic to another without opening multiple tabs.

Digital marketing moving on from SEO practices and into more holistic content creation that would answer as many questions as possible while providing readers with high-quality information.

Online news companies changing their editorial practices and advertising models to support the writing of higher-quality, detailed content.

Competing search engines investing in upgrading their platforms to offer similar functionality to MUM.

Annual rates of productivity among individuals and businesses may experience a minor increase based on the collective time saved from improved search results on a global scale.