A point of view on Search + AI for Modern Digital Experiences
We have written previously about the death of keyword search. The next evolution is to embrace AI “search”. In the world of ubiquitous digital experiences, search is not a commodity component in your technology stack. Search is fundamental to successful and useful digital experiences. Our team is dedicated to building these experiences and the data integrations that make them work. We are at the frontlines of technology transformation in every sense of the word. The rise and fall of technology vendors (including Google) in the enterprise highlight the challenges and complexities that exist in the space.
The current convergence of ai technology and business awareness presents a generational opportunity. The time to get business buy in and funding to build compelling digital experiences is now. Successfully implementing these experiences beyond a technical test or POC and deliver value is the challenge. The hype is real and organizations are over complicating it. AI is search, and implementing search has its own set of technical challenges but is a straightforward implementation problem (for us anyway).
“AI is probably the most important thing humanity has ever worked on. I think of it as something more profound than electricity or fire.”
– Sundar Pichai, CEO of Alphabet
The genie is out of the bottle. Organizations need to discover how to leverage AI (and search) or face unimaginable headwinds. Navigating this ever-accelerating AI landscape will define careers and organizational outcomes, specifically leading successful implementations of an AI tech stack.
Our advice is unchanged. Generally, any use case you are considering for AI is first and foremost a search problem. Further, technology is a tool that needs to align strategy, UX and most importantly, metrics of success. You can’t just add some AI and expect success. Riding this wave of innovation and disruption is no different from any other. From an implementation perspective, solutions are delivered within a stepwise process. I hesitate to say “agile” but the process needs to empower your organization to learn from previous successes or failures and over time align whatever ai search solution to your business strategy and organizational goals.
“AI is going to change every industry, and if you’re not using AI as part of your core strategy – if it’s just a layer or a service – you’re probably going to be replaced.:
– Dave Waters, Senior Research Analyst, Gartner
AI Search is Synergy
AI and large language models (LLMs) present an unprecedented opportunity. Organizations can enhance every level of business operations, from back of hours process flows to the front of house customer experiences. The hype is real. However, the true potential of these technologies is only realized when seamlessly integrated with a responsive and relevant search infrastructure. This is the foundation upon which any successful AI solution. AI is search, without it your investments in AI are destined to fall short.
AI Search is only as Valuable as your Data
Organizations invest heavily in creating products, services, and experiences that resonate with customers. The content and experiences designed to communicate this value are equally important and expensive. AI technologies don’t change those fundamentals. The key is supporting these investments in AI with a search infrastructure. Organizations that deliver relevant, personalized experiences to individual customers at the right moment, maximizes the value of your data and creates lasting connections with users.
What is Next?
We are still at the beginning of the convergence of AI powered search. A holistic approach to implementing and operating AI should focus on enabling your organization’s capabilities to unlock the full value of your data. This approach allows for digital experiences that delight customers and drive growth.
MC+A can sort through the hype and help you find value in AI. Our steadfast commitment to innovation and deep understanding of the intersection between search and AI, we are helping clients build, run and manage solutions where AI, paired with a powerful search infrastructure, deliver value for organizations and their customers. After all, AI is just search and search is what we do.
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Launch your technology project with confidence. Our experts allow you to focus on your project’s business value by accelerating the technical implementation with a best practice approach. We provide the expert guidance needed to enhance your users’ search experience, push past technology roadblocks, and leverage the full business potential of search technology.