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Written By : Prachi Gupta, Indian Institute of Technology Roorkee
Artificial Intelligence (AI) and advanced language models like GPT, BERT and RankBrain are profoundly transforming the world of search engine optimization (SEO). What once required extensive manual effort is now becoming faster, more efficient, and smarter due to these innovations. From generating content to optimizing for search engines and enhancing user experiences, AI is making a significant impact. Here’s a closer look at how AI is reshaping SEO:
AI models have simplified content creation, producing tailored articles and posts quickly. However, human editing adds depth and emotional nuance, ensuring content feels authentic and resonates with readers. This blend of AI and human touch balances speed with quality.
Source : Semrush
AI has transformed keyword research by analysing large datasets to identify trends and user intent. This helps businesses create keyword-rich, contextually relevant content. With search engines prioritizing relevance over keyword frequency, AI enables content that better meets user needs, boosting SEO effectiveness. AI has transformed keyword research by analysing large datasets to identify trends and user intent. This helps businesses create keyword-rich, contextually relevant content. With search engines prioritizing relevance over keyword frequency, AI enables content that better meets user needs, boosting SEO effectiveness.
Source : Semrush
Modern SEO prioritizes user experience, and AI enhances it by improving website interactions. AI chatbots offer real-time assistance, boosting satisfaction and key SEO metrics like bounce rates. AI also fixes issues like broken links and slow loading, ensuring a smooth, user-friendly website that improves search rankings.
Search engines constantly update their algorithms, making it tough for businesses to keep up. AI models help by analysing updates and adjusting content strategies, ensuring competitiveness and visibility. This adaptability is key to maintaining strong search rankings in a changing digital landscape.
AI-driven language models are truly transforming how businesses approach voice search optimization, especially as more people use smart devices. These models understand natural speech patterns, which helps companies discover the actual phrases users are searching for. By honing in on context and long-tail keywords, AI enables the creation of content that feels friendly and conversational. It also makes it easier to implement structured data, increasing the chances of being featured in voice search results. Moreover, AI enhances local SEO by refining local keywords and suggesting helpful FAQs, which boosts visibility in local searches. Ultimately, AI empowers businesses to create content that resonates with users who prefer conversational interactions, leading to increased traffic and stronger connections.
Source:Yaguara
AI-driven language models are transforming FAQ sections into dynamic, user-friendly resources. Rather than relying on a static list of questions, these intelligent systems can analyse common queries and identify trends, making it much easier for users to find the answers they need. When a user types in a question, the AI can suggest related queries that might be relevant, personalizing the experience and guiding them to the information they’re after. Plus, thanks to natural language processing, FAQs can be automatically updated to include new questions or reflect changes in products, ensuring that the content remains accurate and useful. This not only boosts user satisfaction and engagement but also lightens the load on customer service, leading to higher conversion rates and fostering greater customer loyalty.
Focusing on long-tail keywords is key to optimizing content for voice searches, which often use more natural and specific phrases. Unlike traditional searches that revolve around single keywords, voice queries reflect how people actually speak. AI tools play a crucial role in pinpointing these long-tail keywords by analysing voice search trends and user behaviour. This insight enables businesses to create content that answers specific questions directly, making it much more relevant. For instance, instead of just targeting “shoes,” a voice search might reveal that users are looking for “best running shoes for flat feet.” By tailoring content to these phrases, brands can boost their chances of appearing in search results. This approach not only enhances the user experience but also attracts visitors who are genuinely interested, ultimately leading to higher conversions as they find exactly what they’re searching for.
Source: Why Long Tail Keywords Are More Important, ShoutMeLoud
Generative Engine Optimization (GEO) is emerging as a significant advancement in search marketing. Unlike traditional SEO, which focuses on keywords and rankings, GEO is about making content suitable for AI-driven search engines that generate answers rather than simply listing links.
AI-driven search engines are here to stay, and users increasingly expect instant, relevant answers. Traditional SEO practices may not fully meet these demands. GEO is crucial as AI models extract and summarize information, making content optimization for AI-driven responses vital for maintaining visibility. Without GEO, businesses risk becoming invisible in a search landscape dominated by AI.
Think Like a User: Create content that directly addresses common questions users have, ensuring it's clear and easily understandable. Focus on anticipating user needs and providing straightforward answers to enhance relevance.
Focus on Depth and Accuracy: Develop content that offers comprehensive, well-researched information. This approach helps establish authority and ensures that users receive valuable, accurate insights.
Use Structure: Implement schema markup or other structured formats to help AI understand and organize your content effectively. Proper structuring improves how your content is interpreted and presented in search results.
Stay Updated: Regularly update your strategies to keep up with advancements in AI search technology. Staying informed about the latest developments ensures your content remains competitive and aligned with current best practices.
AI is transforming search algorithms, improving how search engines interpret and deliver content. This evolution enhances web page optimization, local visibility, and the handling of conversational queries in voice search. Here’s how AI is reshaping SEO:
On-page SEO improves visibility by adjusting content, meta tags, and technical elements. AI tools streamline this by analysing performance and suggesting optimizations like faster page load times and better mobile compatibility. AI also enhances content creation by focusing on semantic understanding rather than keyword stuffing, ensuring more relevant and meaningful search results.
Off-page SEO, which involves building site authority through external links and brand mentions, has also benefited from AI. Previously, it was about acquiring backlinks from credible sites, but AI enhances this by managing online reputation. AI tools can monitor social media, blogs, and forums to track brand mentions in real-time, allowing businesses to respond swiftly to both positive and negative feedback. Sentiment analysis, a key AI feature, helps companies gauge public perception of their brand, enabling quick adjustments to strategies based on real-time insights.
With the rise of mobile searches, local SEO has become crucial. AI improves local SEO by analysing local search patterns and fine-tuning content to target local audiences effectively. AI also helps manage a business’s online reputation by monitoring customer reviews on platforms like Google and Yelp. It ensures that business information such as name, address, and phone number (NAP) is consistent across the web, building trust and improving local search rankings.
Voice search is rapidly growing, with virtual assistants like Alexa, Siri, and Google Assistant becoming commonplace. AI enhances voice search by understanding conversational queries, which differ from traditional keyword-driven searches. Algorithms like Google’s BERT interpret the context of voice queries, delivering more accurate and relevant answers. AI also learns from user patterns to predict future queries, making voice search more intuitive and personalized.
AI enhances SEO by understanding user intent, leading to more relevant search results. For example, when searching for "best laptop for gaming under $1000," AI interprets the need for affordable, high-performance laptops rather than generic content. Additionally, AI personalizes search results based on past behaviour, improving relevance and user engagement.
Complexity of Algorithms: AI algorithms like Google’s BERT add complexity to SEO, requiring constant adaptation and advanced strategies to maintain visibility.
Content Quality Over Keywords: The focus has shifted from keywords to high-quality, user-focused content, making it essential to overhaul traditional SEO approaches.
Increased Competition: AI improves content discovery, increasing competition for top rankings, so standing out requires innovative and unique strategies.
Algorithm Updates: Frequent AI algorithm updates demand continuous monitoring and swift strategy adjustments to avoid penalties and maintain rankings.
Data Privacy Concerns: AI’s dependence on data brings challenges with regulations like GDPR and CCPA, making it critical to balance personalization with privacy compliance.
Advanced Analytics: AI tools provide deeper insights into user behaviour, enabling more informed, data-driven decisions that improve content relevance and marketing success.
Enhanced Personalization: AI allows for highly personalized content and recommendations, improving user experiences and boosting engagement and conversions.
Predictive Analytics: AI’s ability to forecast trends enables proactive strategy adjustments, helping marketers stay ahead of competitors and optimize campaigns.
Improved Search Accuracy: AI-driven algorithms enhance search accuracy by understanding user intent, driving more relevant traffic and increasing engagement.
Content Creation and Optimization: AI simplifies content creation by generating ideas, optimizing SEO, and automating tasks, improving efficiency and digital presence.
Generative AI is transforming the way Amazon supports small and medium-sized businesses, making their lives a lot easier. By streamlining complex tasks like supply chain management, inventory tracking, and sales forecasting, these AI tools free up sellers to focus on what they do best: creating amazing products. With this new technology, Amazon is helping sellers operate more efficiently and sparking fresh innovation. It’s a testament to Amazon’s ongoing dedication to using AI to improve both the customer experience and the success of its sellers, ushering in an exciting new chapter in their tech-driven journey.
Source: Amazon launches project Amelia, Seattle Times
Imagine having a personal Amazon selling expert by your side—that’s what Project Amelia offers. Currently in beta for a select group of U.S. sellers, this generative AI assistant learns about each seller’s unique business and shares customized recommendations to help them thrive. As it evolves, Project Amelia will not only spot new opportunities and tackle challenges but may even take actions on behalf of sellers. Need to know how your business is doing? Just ask, and you’ll get instant insights on your sales and trends. Always available on Seller Central, Project Amelia is there to provide support and guidance, making it easier for sellers to focus on what they love: growing their business.
Now, sellers can simply share a short description, a link from their website, or even a product image, and the AI will whip up engaging, high-quality listings for them. More than 400,000 sellers worldwide have already discovered this game-changing tool. Later this year, Amazon will roll out a bulk listing feature, allowing sellers to upload a straightforward spreadsheet and watch as the AI generates optimized titles, bullet points, and descriptions for multiple products at once. This means sellers can showcase their products to customers faster and more effectively, giving them more time to focus on what they love: growing their business.
Brands on Amazon now have an exciting way to enhance their product detail pages with custom content like rich image carousels and comparison charts, thanks to A+ Content. This feature allows them to tell their unique brand story and highlight what sets them apart, potentially boosting sales by up to 20%.
While creating high-quality content used to be a time-consuming process, new generative AI tools are changing that. Sellers can simply input a few descriptive terms, like “keto diet” and the AI will generate engaging narratives that showcase their products' best qualities. Plus, by uploading a product image, they can create captivating background scenes that bring their brand to life. This free tool is available to U.S. brand owners now and will soon roll out to more countries, making it easier for even smaller brands to create impactful content that resonates with customers.
Source: A+ content examples, Better World Products
Source: How Amazon is using Generative AI, Amazon
Amazon makes shopping more personal by looking at what customers are interested in and creating tailored recommendations just for them. Rather than generic prompts like “More like this,” shoppers receive specific suggestions, such as "Gift boxes for Mother's Day" or "Deals to up your curling game," based on their browsing habits. If someone frequently searches for gluten-free products, that term will appear in product descriptions to help them find exactly what they’re looking for. This thoughtful approach is especially helpful for those shopping on mobile devices, making it easier for sellers to connect with the right customers and get their products noticed.
Creating video ads is a great way to connect with customers, and Amazon is making it simpler than ever with the new Video Generator. This AI-powered tool lets sellers craft eye-catching videos in just minutes, all for free. By using a single product image, sellers can generate custom videos that showcase their product's features in a lively and engaging manner. With Amazon's retail insights helping to shape these stories, the videos resonate with customers on a personal level. This opens up a world of creative possibilities for sellers while giving shoppers a more engaging and informative experience.
In a nutshell, Amazon's generative AI tools are changing the game for small and medium-sized businesses. They simplify complex tasks and enhance product listings, allowing sellers to focus on their passion: creating great products. These tools also help brands share their unique stories, personalize shopping experiences, and create engaging video ads. Ultimately, this technology isn’t just about making things easier; it’s about sparking creativity and innovation, helping sellers connect with customers in a genuine way and thrive in today’s competitive landscape.
If you're looking to boost your online presence, understanding search engine algorithms is crucial. Among the various updates Google has introduced, RankBrain and BERT stand out as transformative innovations in how search results are generated.
Launched in 2015, RankBrain is a smart, machine-learning tool that helps Google figure out what people really mean when they search. Instead of just matching keywords, it considers context, location, and even a user’s search history. This means it can handle more complex queries much better. For example, if you type “Olympics location,” RankBrain doesn’t just look for exact matches. It thinks about what most people are looking for when they use those words. Are they asking about the next Olympics, directions to a venue, or something historical? This ability to learn from past searches and adapt makes RankBrain a real game-changer in delivering relevant results.
With RankBrain in the mix, the way we approach SEO has to change. The old focus on cramming in keywords and building backlinks (the process of getting other websites to link back to your website.) isn’t enough anymore. Here are some key takeaways for marketers:
1. Tailor Your Content: Create comprehensive pieces that answer user questions directly. It’s not just about keywords anymore; it’s about providing real value.
2. Build Trust: Establish your site as a go-to resource that consistently meets users’ needs, whether they’re seeking quick answers or in-depth analysis.
3. Consider Context: Different searches require different strategies. For example, timely news needs fresh content, while educational guides should showcase depth and authority.
In 2019, Google introduced BERT (Bidirectional Encoder Representations from Transformers), which took understanding to a whole new level. BERT helps Google grasp the subtle nuances of language, focusing on how the context of words can change their meaning. Take this query: “can you get medicine for someone pharmacy.” BERT recognizes that “for someone” is essential to understanding the searcher’s intent—specifically, they want to know about picking up medication for another person. This nuanced comprehension enables Google to provide more accurate and relevant results, even for tricky questions.
With BERT, there are fresh considerations for SEO:
1. Emphasize Natural Language: Your content should be conversational and engaging, directly addressing user inquiries. Forget about keyword stuffing; it’s all about quality.
2. Long-Tail Keywords Matter: BERT makes long-tail keywords, which mirror natural speech, even more important for capturing specific user intents.
3.User-Centric Content Creation: Know your audience and the questions they have. Create content that thoroughly answers these queries in a relatable way.
The Collaborative Nature of BERT and RankBrain
While RankBrain and BERT greatly enhance Google’s ability to understand search queries, they don’t work in isolation. They’re part of a complex ecosystem of algorithms that collectively strive to deliver the best search results. This teamwork ensures that no single algorithm dictates outcomes, resulting in a richer understanding of user needs.
As technology keeps evolving, so will RankBrain and BERT. For digital marketers, staying adaptable is key. Focus on delivering value to users, aligning with Google’s changing goals. Ultimately, this means creating high-quality, relevant content that resonates with your audience. By embracing these changes, you can ensure your content stands out in an ever-evolving digital landscape.
HubSpot is using AI to make things easier for businesses. By taking care of everyday tasks automatically, it gives teams more time to focus on the important stuff. This helps businesses work smarter, not harder, and grow faster by making their processes simpler and more efficient.
Breeze is designed to make life easier for customer-facing teams by providing a range of AI tools that enhance productivity and foster growth. Imagine having Breeze Copilot as your trusty sidekick, always ready to help you navigate HubSpot’s software. It taps into your CRM data and uses generative AI to streamline your tasks, allowing you to focus on the bigger picture. Breeze Agents take this a step further by automating workflows across different areas like content marketing and customer service. This means your team can work smarter, not harder, without the pressure of hiring more staff. On top of that, Breeze Intelligence supercharges your Smart CRM with a treasure trove of data—over 200 million buyer and company profiles. This helps you boost conversion rates, understand what your visitors are interested in, and keep your database up-to-date. With Breeze, you can easily unlock insights and grow your business while keeping your team engaged and focused on what they do best.
Source: Topic Clusters, HubSpot
The HubSpot topic cluster tool is transforming how businesses think about content organization and optimization. Rather than getting caught up in individual keywords, this tool promotes a more user-friendly approach by grouping related content around central themes. Marketers can create a main “pillar” page that connects to various articles, giving readers a deeper understanding of specific subjects. It simplifies the process for content creators to identify key topics and their subtopics, making planning feel less daunting. By linking related articles, HubSpot helps create a cohesive network of content that's easy for users to navigate and friendly to search engines.
Topic clusters are more than just a new SEO tactic; they represent a fundamental shift in how we approach content. In a landscape where competition for popular keywords is fierce, showcasing your expertise through well-organized content becomes essential.
By clustering related pieces, businesses can:
Boost Search Engine Rankings: Search engines like Google favour comprehensive content that answers user queries, helping your visibility soar.
Enhance User Experience: When users can effortlessly find everything they need on a topic, they spend more time on your site, strengthening your brand's reputation as a trusted source.
Streamline Content Strategy: The HubSpot tool helps identify gaps in your content, ensuring you cover all angles and deliver valuable information that resonates with your audience.
Netflix's continued success, despite tough competition from platforms like Disney Plus, HBO Max, and Amazon Prime, is largely thanks to its relentless focus on improving the user experience. A big part of this improvement comes from Netflix's smart use of AI, machine learning (ML), and data science, which work behind the scenes to make your viewing experience seamless, personalized, and engaging. Here's a look at how Netflix applies these technologies in everyday ways you may not even notice:
Source: NETFLIX system design, Medium
Ever wondered why Netflix always seems to know what you want to watch next? It’s all thanks to its recommendation system powered by AI and machine learning. Netflix collects data about your viewing habits—what you watch, when you watch it, and even how long you spend browsing before picking something. It then uses this data to recommend shows and movies tailored just for you.
For example, if you're someone who loves animated series, Netflix might suggest shows like Arcane or Rick and Morty. Meanwhile, a friend who loves legal dramas might see Suits or The Lincoln Lawyer. The more you watch, the better the recommendations get. It’s like Netflix is learning your taste over time—because it is!
Source: Artwork Personalisation at Netflix, Medium
Netflix uses AI to create personalized thumbnails based on your interests. If you tend to watch movies with a certain actor, Netflix will show you thumbnails featuring that actor to grab your attention. Or if you’re into a particular genre, it might highlight scenes that match the tone of that genre.
This small detail—how a movie or show is presented visually—can make a big difference in what you choose to watch. The goal is simple: to get you to click on something you’ll love.
There’s nothing worse than sitting down to watch your favourite show, only to have it interrupted by buffering or poor video quality. Netflix combats this by using AI to predict when and where network traffic is likely to cause congestion. Based on these predictions, it sends content to servers closer to you to ensure faster load times and smooth streaming.
So when you’re binge-watching your favourite series without a hitch, you can thank Netflix’s AI for figuring out how to keep everything running smoothly, even during peak hours.
Before any show or movie appears on your screen, it goes through quality checks—things like audio, video, and subtitles. Netflix uses AI to streamline these checks, making sure everything meets its high standards. While the AI handles a lot of the heavy lifting, humans still give a final review to ensure the content is up to par.
This blend of AI and human oversight ensures that what you’re watching is not only entertaining but also looks and sounds great.
Netflix’s “Trending Now” section uses AI to track what’s popular across the platform in real-time. But here’s the twist—it’s personalized. What’s trending on your feed may not be what’s trending for someone else. This real-time data keeps you connected to shows and movies that are currently buzzing, making it easier to stay in the loop with what’s hot.
All of these AI-driven features might sound technical, but they’re designed to make your life easier. Netflix uses AI, machine learning, and data science to:
Help you discover content you’ll love without wasting time searching
Improve your viewing experience by preventing buffering and poor video quality
Make sure the content looks and sounds great through quality checks
Keep you engaged with personalized recommendations and layouts
For Netflix, these technologies not only enhance the user experience but also help retain subscribers in a competitive market. The smarter the platform becomes, the more personalized and enjoyable it is for you.
Spotify is making your music experience more personal with the help of AI. It learns what you like to listen to and creates playlists and recommendations that feel made just for you. Plus, it helps you find new artists and songs that fit your vibe. Thanks to this smart technology, your music feels more tailored, keeping things fresh and exciting every time you hit play.
Before, Spotify relied on the exact words you typed into the search bar to match content, which often meant you didn’t get the best results. If your search didn’t closely align with a song or podcast title, you might miss out on great options. Now, thanks to natural language search, things are much more intuitive. This smart AI technology understands the meaning behind your words, so you don’t have to stick to exact phrases. It can pick up on synonyms, different ways of saying things, and related concepts. This makes exploring Spotify a breeze! You can easily find music, podcasts, and audiobooks that resonate with you, even if your search isn’t spot-on. It’s all about making your experience feel natural and helping you discover new favourites along the way.
Source: Spotify Voice Translation, Audio Start News
In 2023, Spotify rolled out Voice Translation for podcasts, an amazing AI feature that translates episodes into different languages while preserving the host’s original voice. Thanks to OpenAI technology, it perfectly matches the AI-generated voice to the host’s unique tone and style. This means a podcast host can record an episode in English and easily translate it into other languages, all while sounding just like themselves. It’s a fantastic way for creators to connect with a global audience while keeping their personal touch!
Source: Spotify’s AI DJ now available , Techzim
The highlight of Spotify’s AI features is the AI DJ. This innovative disc jockey gets to know your music tastes and listening habits, curating a personalized playlist just for you. It not only picks tracks based on what you love but also narrates them in a natural-sounding voice, making it feel like a real conversation. You can easily change up the vibe with a quick tap of the DJ button, and it surprises you with songs you haven’t heard in a while or new tracks it thinks you’ll really enjoy. It’s like having a personal DJ who truly understands your musical style!
Source: Spotify Wrapped 2023 adds AI DJ, Techcrunch
One of the highlights of the year for Spotify users is Spotify Wrapped, which you can check out at the end of each year. This fun feature gives you a personalized look back at your listening habits, showcasing your most played artists, songs, albums, and podcasts. You’ll see how many minutes you’ve spent listening and what genres you loved the most. Plus, it even curates a playlist of your top 100 tracks from the year! It’s a delightful way to celebrate your musical journey and reminisce about all the tunes that made your year special.
Spotify’s AI is all about creating a personalized listening journey just for you. It suggests music, podcasts, playlists, and more by analysing what you listen to, how long you enjoy it, and the playlists you put together. You can find these tailored recommendations in sections like “Shows you might like,” introducing you to new podcasts that align with your interests. Spotify uses reinforcement learning to fine-tune its recommendations, focusing on what keeps you engaged—like the songs you save or love. While the specifics of their approach are a bit of a mystery, the aim is clear: to keep you coming back for more great audio experiences. This ability to personalize your recommendations is what gives Spotify its edge in the competitive world of music streaming. Sure, you can find similar content on other platforms, but Spotify shines at delivering the right audio for you at just the right moment. With at least half a trillion events processed every day, their AI models continuously improve, making sure you discover something new that you'll love. In many ways, Spotify as we know it wouldn’t exist at this scale without AI—it’s truly the secret ingredient to its success!
Spotify's innovative use of AI transforms the listening experience by making content discovery more intuitive and personalized. This technology fosters deeper connections between creators and audiences while continuously adapting to user preferences. By enhancing engagement and ensuring that listeners find what they love, Spotify maintains its leadership in the competitive music streaming landscape.
Alibaba uses advanced machine-learning techniques, like deep learning and reinforcement learning, to help computers recognize patterns and improve over time. With extensive computing resources and consumer data from platforms like Taobao and Tmall, Alibaba is well-positioned to implement practical AI applications. Their cloud computing subsidiary has created Apsara, capable of processing over 175,000 transactions per second. Jack Ma highlights that while AI is still developing, Alibaba is among the leading companies advancing this technology. According to Goldman Sachs, Alibaba's focus on big data and machine learning will enhance the online shopping experience and provide tailored marketing solutions for brands. Here’s a closer look at how Alibaba is making AI part of the user experience:
Many search and recommendation engines just look at what you’ve bought in the past, which often results in you seeing the same products over and over—like that wristwatch you just bought. Alibaba, however, has created the “E-commerce Brain” to make recommendations more dynamic and relevant. This clever system taps into real-time data to understand what you might want right now, considering not just your previous purchases but also your browsing habits and interactions. For example, if a mother buys soft cotton towels for her baby's sensitive skin, the app might suggest articles about dietary supplements for kids with allergies, even if she hasn’t searched for that topic. It learns that many moms who buy those towels are also interested in allergy-related information. What really sets Alibaba’s AI apart is its ability to gather data from various sources, including payment info from Alipay and location details from AutoNavi. This helps it offer personalized recommendations not just for products but also for local services, creating a richer and more tailored shopping experience. It’s all about making your online journey smoother and more intuitive!
You’ve probably chatted with AI assistants like Siri or Alexa, but Alibaba takes this concept to another level with its chatbot, Ali Xiaomi. When you call Alibaba with a question or issue, there's a strong chance you’ll be talking to Ali Xiaomi instead of a human representative. Ali Xiaomi is like your personal shopping buddy, ready to help with anything from tracking your orders to finding products based on your descriptions or even photos. It’s not just about answering FAQs; it can really personalize your experience and suggest items you might love. What makes Ali Xiaomi special is its ability to learn from millions of past interactions, getting smarter and more helpful every day. Need to top up your phone or book a flight? It can assist with that too! By using advanced AI and speech recognition, Ali Xiaomi has transformed customer service, handling about 95% of inquiries on its own. Alibaba is even offering a customizable version for merchants, so they can automate their customer support as well. It’s a great example of how AI can make our shopping experiences smoother and more enjoyable!
Alibaba's Ali Smart Supply Chain (ASSC) is revolutionizing how merchants manage their inventory with the help of AI. Imagine being able to predict what customers will want before they even ask for it! ASSC helps sellers figure out what products to stock, when to restock, and how to price their items, all based on real-time consumer trends. This means businesses can quickly adapt to changing tastes, which not only cuts costs but also prevents those frustrating moments when a favourite item is out of stock. For instance, during Alibaba's huge 11.11 Global Shopping Festival, ASSC efficiently routed products to warehouses all over China, allowing many customers to receive their orders the very next day. This smart approach not only makes operations smoother but also creates a better shopping experience for everyone involved.
Cainiao Network, Alibaba's logistics arm, was launched in 2013 to streamline shipping by connecting a vast network of partners, warehouses, and distribution centers. By August 2016, it was already handling a staggering 70% of parcel deliveries in China—about 42 million packages a day—while collaborating with over 90 domestic and international partners. This impressive operation relies on advanced big data and smart technologies, enabling efficient warehouse management, digital waybills, and automated sorting at distribution hubs. To enhance delivery speed, Cainiao employs cutting-edge AI techniques, including Geographic Information Systems (GIS), to pinpoint the fastest and most cost-effective routes. Recently, it partnered with major Chinese car manufacturers to create 1 million eco-friendly delivery vehicles equipped with Cainiao's AI, helping to reduce vehicle use by 10% and travel distances by 30%. Cainiao is also leveraging AI to optimize packaging. Its technology predicts the ideal box sizes for various orders, cutting packing material use by over 10%. This approach not only improves efficiency but also supports sustainability efforts.
In brief, Alibaba is revolutionizing e-commerce with its advanced AI solutions. By analyzing real-time data, it offers personalized product recommendations and enhances customer service through intelligent chatbots. Its logistics technology optimizes inventory management and delivery efficiency, reducing costs and improving customer satisfaction. Together, these innovations create a smoother and more enjoyable shopping experience for consumers.
AI is at the heart of eBay, shaping every part of the shopping experience. Since eBay doesn’t own stores or stock products, it uses AI to organize its massive marketplace of over a billion listings across 190 countries. With more than 20 years of data, the AI gets smarter with each interaction, helping shoppers find what they need and giving sellers tools to grow. Whether it’s personalizing recommendations, improving search results, or helping you discover something new, AI is behind the scenes, making everything run smoother for both buyers and sellers.
Source: Shop your interests, eBay
eBay uses AI to really understand what shoppers are after, even when they’re not super specific in their searches. It helps connect buyers with products that match their needs by looking at things like the item’s condition, price, and shipping details. For instance, when someone searches for “smart home,” eBay’s AI doesn’t just show random results. Instead, it narrows it down to things like which devices work with Alexa or Google Assistant, whether they connect via Wi-Fi or Bluetooth, and even factors in brand and price. This makes it easier for shoppers to find exactly what they’re looking for. In 2018, eBay introduced “Interests,” a feature that lets users personalize their shopping experience around their hobbies and passions. Powered by AI and a bit of human curation, it became a hit, with 2.6 million users across five countries jumping on board. People who use it are really into it—on average, they set up 18 Interests in the app and 10 on desktop, making shopping more fun and tailored to their tastes.
eBay leverages AI to make selling easier and more efficient, allowing sellers to focus on what really matters—growing their businesses. By handling tasks like refining product descriptions and improving search results, AI helps sellers save time and get their items listed quickly and accurately. AI also powers smarter advertising, with advanced promoted listings both on eBay and beyond, helping buyers discover products more easily. Operating in over 190 markets, eBay’s machine translation system breaks down language barriers, making it simpler for sellers to reach global customers. For instance, their English-to-Spanish system boosted U.S. exports by 17.5%. On top of that, eBay provides sellers with valuable insights on pricing, timing, and market trends. This helps them price their products right, list at the best time, and attract more buyers, ultimately leveling the playing field and giving sellers the tools to thrive in a competitive marketplace.
In conclusion, eBay’s AI enhances the experience for both buyers and sellers. It personalizes searches to connect shoppers with relevant products and introduces features like "Interests" for tailored shopping. For sellers, AI streamlines listings and offers valuable insights, helping them optimize strategies and reach a global audience. Overall, eBay empowers its community to succeed in a competitive marketplace.
IBM is at the forefront of bringing artificial intelligence into everyday business, using its Watson AI technology to elevate consulting practices. By merging advanced AI with real-world insights, IBM helps companies streamline their operations and make smarter decisions. This powerful combination allows organizations to tackle challenges and embrace new opportunities, driving innovation across various industries. With IBM’s support, businesses can navigate today’s fast-paced landscape with confidence and creativity.
IBM Watson is an advanced AI platform designed to make businesses smarter and enhance productivity. It offers a variety of tools and services tailored for different needs, ensuring that employees have the right insights at their fingertips to make informed decisions.
Key Features of IBM Watson:
Watson Studio: This is a comprehensive environment for training, deploying, and managing AI models, allowing users to analyze data in one seamless space.
Watson Knowledge Catalog: It transforms data into a reliable resource for businesses, facilitating collaboration through dynamic data policies.
Watson Assistant: This feature helps create chatbots and virtual assistants that can engage with customers across multiple channels, making interactions more efficient.
Watson Discovery: It uncovers valuable insights from data, helping organizations understand trends and patterns.
Watson IoT Platform: This supports the development and management of efficient Internet of Things infrastructures.
Speech and Language Services: Watson can convert speech to text and vice versa, translate languages, and understand natural language, making communication smoother.
Visual Recognition: This allows users to categorize and tag visual content using machine learning.
Tone and Personality Analysis: Watson can analyze the tone of communications, helping businesses understand how messages are received and identify personality traits.
Machine Learning and Deep Learning: It empowers users to build, train, and deploy machine learning models tailored to their specific data needs.
Contract Management: Watson simplifies contract workflows, improving accuracy and efficiency.
Overall, IBM Watson serves as a powerful ally for businesses, enabling them to harness data and technology to thrive in an increasingly complex landscape.
IBM® Granite™ is a collection of artificial intelligence (AI) models designed specifically for businesses, focusing on building trust and scalability in AI applications. These models include both open source and proprietary options, making it easier for developers to integrate generative AI into critical workflows.
Key Features
Open Source and Proprietary Models : Granite offers a range of AI models under the Apache 2.0 license, allowing developers to use and modify them freely. This commitment to data transparency and security means users can trust the technology for mission-critical tasks.
Performance: The Granite models excel in coding and perform exceptionally well in specific language tasks. They are optimized for speed and efficiency, trained on datasets relevant to enterprise needs, and benefit from contributions from the open-source community.
Cost-Effectiveness: Granite models require less computational power, making them more budget-friendly. This allows developers to explore and scale generative AI applications both on-premises and in the cloud without breaking the bank.
Agility: These lightweight models enable rapid prototyping, allowing teams to test their ideas quickly before deploying them in a production environment.
Reliability: Built on principles of transparency, the Granite models offer targeted functionality that businesses can depend on.
Community Collaboration: By embracing an open-source approach, Granite encourages collaboration among thousands of developers. This community effort helps advance technology, modernize code, boost productivity, and enhance user experiences.
In essence, IBM Granite is paving the way for a new era of generative AI, making it accessible and reliable for businesses looking to innovate.
As enterprises look to adopt generative AI, consultancies are poised to benefit significantly from this trend. With the potential to enhance efficiency and quality, consultancies can showcase how they leverage generative AI to improve their services. Generative AI empowers skilled consultants to manage complex projects more effectively, allowing them to deliver greater strategic value. IBM Consulting is adapting to these changes by integrating generative AI into its business model.
Key Offerings
Data Analysis and Insights: Generative AI can quickly analyse large datasets, helping consultants make informed decisions based on real-time insights and identify patterns to support their recommendations.
Customized Services: The recently launched IBM Consulting Advantage platform provides tailored access to proprietary methods, AI assets, and generative AI assistants, streamlining the consultancy process.
Support for Consultants: IBM Consulting has a large team of data and AI professionals who have developed project accelerators, including prompt libraries and workflow tools, to enhance the consultancy experience.
IBM Consulting Assistants use generative AI to create digital assistants for consultants, incorporating IBM's extensive knowledge and expertise from previous engagements. This innovation allows consultants to customize large language models for specific projects, enhancing efficiency and collaboration.
IBM Consulting has demonstrated the effectiveness of generative AI in various areas:
Customer Service: Generative AI has improved omni-channel virtual agents, increasing first contact resolution by 60-70% and reducing contact center handling times by 20-30%.
Accounts Payable: In collaboration with Microsoft, IBM has developed a generative AI platform that automates contract validation, reducing processing times and costs significantly.
Application Modernization: Generative AI helps migrate legacy code by extracting and reviewing business rules, facilitating smoother transitions to new systems.
By harnessing generative AI, IBM Consulting is not only enhancing its service offerings but also helping clients realize substantial value and efficiencies.
Airbnb hosts share one-of-a-kind homes from around the world, each brought to life through millions of listing photos. These images capture the unique style and feel of a space—things that can be hard to put into words or list as amenities. To help guests find exactly what they're looking for, Airbnb is using computer vision to analyse these photos and highlight the little details that matter most. By tapping into this visual data, Airbnb makes it easier for guests to discover homes that match their personal taste, creating a more personalized and effortless search experience.
Source: When a Picture Is Worth More Than Words, Medium
Photos are a key part of the Airbnb experience, just like price, reviews, and descriptions. To make sure listings stand out, Airbnb developed a smart deep learning model to rate how visually appealing a photo is. This model is trained using feedback from photographers who scored images based on their own sense of beauty. Instead of simply labeling photos as "good" or "bad," it gives more nuanced ratings, which are tied to factors like image quality, chances of booking, and even high-end listing trends. These ratings are used to help hosts organize their photos better or pick eye-catching images for ads, making the search and booking process more engaging for guests.
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Source: When a Picture Is Worth More Than Words, Medium
When Airbnb hosts set up new listings, they often upload numerous photos, but arranging them can be challenging and time-consuming. The first five photos are especially crucial, as they shape a guest's initial impression. To make this easier, Airbnb developed an automated photo ranking algorithm that selects and organizes these important images based on two key factors: home design evaluation and room categorization. The home design evaluation uses a CNN-based model trained on data from Airbnb Plus and Luxe listings, which adhere to strict design standards. Additionally, the algorithm categorizes photos by room type—like living rooms, bedrooms, and bathrooms. It balances factors such as photo attractiveness, relevance, and diversity to enhance booking potential. Launched in 2021, this photo auto-rank feature has significantly improved both new listing creation and booking success.
Source: The Secret of Airbnb’s Pricing Algorithm, IEEE Spectrum
Airbnb’s dynamic pricing system works like a savvy assistant, helping hosts set the right prices at just the right moments. Airbnb’s dynamic pricing system works like a savvy assistant, helping hosts set the right prices at just the right moments. It starts by collecting a treasure trove of data—from past bookings and seasonal trends to current market conditions and local events. By keeping an eye on what’s happening in real-time, Airbnb can predict when demand might spike, making it easier for hosts to stay ahead. To turn this data into actionable insights, the system employs a range of smart algorithms. Machine learning models sift through historical and real-time data to suggest ideal pricing. Techniques like time series analysis help spot seasonal patterns, while regression models reveal how factors like location and amenities influence prices. Reinforcement learning enables the system to improve over time by learning from past pricing decisions, and elasticity models assess how sensitive customers are to price changes. For hosts, the smart pricing tool automatically adjusts prices based on demand and market trends. It also offers the flexibility to set minimum and maximum prices or tweak them manually if needed. Prices are customized for local markets, ensuring they reflect the unique conditions and competition in each area. This approach empowers hosts to maximize their bookings while staying competitive in a fast-paced marketplace.
Airbnb leverages advanced technologies to enhance the guest experience and empower hosts. By using deep learning to rate photo appeal and an automated ranking algorithm, listings become more visually engaging. Additionally, the dynamic pricing strategy helps hosts optimize their rates based on real-time data, ensuring they stay competitive. Together, these innovations improve booking success and streamline the hosting process.
AI-driven language models are reshaping SEO in ways that make it faster, smarter, and more personalized. AI helps businesses create content more efficiently, understand user intent better through improved keyword research, and enhance user experience by optimizing websites. It’s no longer just about stuffing keywords—it’s about delivering high-quality, relevant content that meets users' needs.
Generative Engine Optimization (GEO) is also emerging as a crucial strategy for AI-driven searches. As search engines rely more on AI to generate answers instead of just ranking links, businesses need to adapt to stay visible in this evolving landscape.
Of course, with these advances come challenges—more competition, ever-changing algorithms, and a stronger emphasis on content quality over traditional SEO tactics. Still, by embracing AI, companies unlock new opportunities for deeper insights, personalized experiences, and streamlined content creation, as shown by the success of brands like Google, Amazon, and HubSpot.
Ultimately, the key to thriving in an AI-dominated SEO world lies in balancing technology with human creativity and strategic thinking.
Pharoscion Global is a Cloud and Analytics based Digital Transformation agency which focuses on modern-era needs of enterprises, companies and startups across the globe.
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