In Google Semantic Search I wrote about how Google is really using semantic search to head towards Star Trek’s omniscient computer. That dream has taken one more step closer to realization with a machine learning breakthrough that takes advantage of Android Marshmallow’s features to make Google Now, Google’s Personal Assistant, available offline.
There are several elements to this that now make the Star Trek future come one step closer:
- Artificial Intelligence that is computer cycle economic enough to place directly in a smartphone
- Smartphones that integrate all the data that goes through a personal profile sufficiently well to begin to understand the person behind the profile
- Voice search responses that are fast, accurate, contextualized and personalized enough to feel both useful and sufficiently personal like they are coming from a true personal assistant
There is evidence that we trust computers (and by extension some devices) more than we trust humans. Digital Personal assistants are the arena in which the battle is being waged for the hearts and minds a brand needs to remain relevant in today’s digital landscape.
Google’s latest move makes the personal assistant a valuable tool that is independent of its connection to Google’s cloud servers and more dependent upon the device and, thanks to the data it will now be processing, and more closely connected to its ‘owner’.
In essence we are looking at a world where smartphone users will begin to identify with the Voice Activated, speaking intelligences residing within their phones. That relationship changes everything.
For smartphone users the devices in their pockets will now begin to become all-purpose tools that help them navigate both the digital and offline landscape equally well.
For marketers and business owners the battle is to stay relevant and useful by thinking what is it exactly that their business does and deciding how to best promote it across the web.
Everyone, regardless, is now moving inexorably towards a landscape of unified and clarified identities where the quality of the data input (i.e. the parts of our digital footprint that we allow to be harvested) determines the quality of the service we receive.
Google has of course always explained that and anyone who knows anything about search gets it, but the real breakthrough here is that now there will be an entirely new segment of the population that will get it without needing to understand anything about how search works.
This will unleash even more fresh data and it will bring within the reach of businesses that work as they should an entirely new set of potential customers. The world may not necessarily be getting smaller but with breakthroughs like this it is definitely getting everyone in it, closer to each other.