The evolution of online research in the age of Artificial Intelligence

This article is published as part of a partnership with Partoo.

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In the early days of the Internet, finding information online consisted of Type a few keywords into a search engine and sift through a list of links.

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Google revolutionized this process with Its PageRank algorithm, which then ranked search results based on relevance and popularity.

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As time goes by, Google has become synonymous with online search, dominating the market thanks to its sophisticated algorithms and its refined interface.

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However, with technological advances and changing user behavior, traditional keyword-based search engines are facing new challenges.

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One of these challenges wasrise of local research, where users look for information about businesses, restaurants, and services near them.

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Local research, in particular through Google business cards, has become increasingly important for businesses looking to develop their customer base locally and for users looking for ever more personalized results.

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The rise of generative AI in online research

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This is where generative artificial intelligence (generative AI) comes in, or Generative AI in English), a technology based on LLMs (Large Language Model or large language models) to generate texts and responses similar to those of humans.

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An LLM is a type of computer program very effective in understanding and generating texts similar to those of a human being.

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It is formed from huge amounts of textual data from the Internet, books, articles, etc.

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LLMs are able to write stories, answer questions, translate languages, and even have conversations with people.

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La Search Generative Experience (SGE) from Google and the Bing Copilot from Microsoft are perfect examples of howGenerative AI is reshaping the research landscape.

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By integrating LLMs such as GPT chat and Gemini, search engines can now fProvide users with more contextualized results and more relevant than ever.

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Generative AI has also been imposed in local search, improving the accuracy and relevance of search results for users who are looking for nearby businesses or services.

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With generative AI, search engines can better understand user queries and provide personalized recommendations based on location, preferences, and previous behavior.

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Still in the experimental phase in the United States, Google launched a new feature using generative AI on Google Maps allowing you to receive personalized recommendations based on user preferences.

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This feature would thus allow users to Find locations using AI according to specific criteria such as dietary restrictions or pet options.

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Improving the user experience with conversational AI

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Conversational AI takes research to the next level by enabling”natural language interactions” between users and search engines.

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Instead of typing keywords into a search bar, users can now ask questions and start conversations with AI-enabled voice assistants like Google Assistant and Siri.

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This shift from keyword-based queries to conversational interactions has several advantages for users: conversational AI offers faster responses, personalized recommendations, and a potentially more intuitive search experience.

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Users can Ask complex questions, receive summaries of information, and explore different perspectives on a topic, all through natural language interactions.

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Local search and the role of generative AI

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Local research plays a crucial role in connecting users with shops, restaurants, professionals and other local businesses nearby.

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Generative AI enhances the local search experience by providing more accurate and relevant results based on

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• Of the location
• preferences
• of the user's intention

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For example, when looking for nearby restaurants, users can receive personalized recommendations based on their food preferences, past experiences, and reviews they've already left online.

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Therefore, it is more crucial than ever for institutions of offer up-to-date, detailed and consistent information, on which AI can rely to offer search results.

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Rely on a solution like Partoo, which centralizes this information and distributes it automatically on the SEO platforms that matter, saves time and increases visibility on the Internet.

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Generative AI also helps businesses to optimize their online presence for local search.

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By understanding user intent and providing personalized recommendations, businesses can attract more customers, and improve their visibility in local search results for more specific products or services.

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The challenges of generative AI

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Despite the benefits of generative AI and conversational research, there are still challenges and considerations to consider.

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AI-powered search algorithms may have limitations and biases that have an impact on the quality and accuracy of results of research.

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In addition, the use of AI in research raises concerns about data confidentiality and with ethical implications.

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It is essential that search engines and technology companies adopt a responsible approach to development and the implementation of AI.

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This involves:

• the continuous improvement of AI models
• the transparency of the functioning of search algorithms
• the implementation of measures to protect the privacy of users and to prevent the misuse of personal data

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“Generative AI and LLMs have known limitations, and online research, even today, does not always yield good results“, explains Elizabeth Reid, Vice President and General Manager of Search at Google.

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“We take an approach responsible and deliberate to bring new generative AI capabilities to online research. We've trained these models to meet Search's high quality standards, and we'll continue to improve them over time.“

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Future trends and opportunities for online research

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The future of online search technology is rich in opportunities.

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Advances in generative AI, conversational search, and local search will continue to transforming the way users interact with search engines and discover information online.

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For marketers and businesses, that means new opportunities to exploit technologies AI-based research to gain a competitive advantage.

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By staying up to date with changing research trends and adapting their strategies accordingly, businesses can boost their visibility on the Internet, significantly improve their customer relationships and stimulate their growth in a digital ecosystem increasingly powered by AI.

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What to remember

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In conclusion, the evolution of online research, from traditional keyword-based methods to AI-powered conversational interfaces, represents a significant paradigm shift in how users access and interact with information online.

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Generative AI and conversational search have revolutionized the search experience, offering users faster, more intuitive, and more personalized ways to discover information.

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As businesses and marketers embark on this new era, adopting AI-based technologies and keeping up with emerging trends will be key to success.

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