Preparing Digital Assistants and a Zero UI/Screenless Search Experience - 2017 MnSearch Summit
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Christi Olson, Search Evangelist at Bing| @ChristiJOlson Technology and search is advancing through artificial intelligence and machine learning – are you prepared to capture traffic from voice search as we move toward the screenless experience that comes with Digital Assistants? Voice searches are 3x more likely to be local in nature then text searches – learn more about the power of local intent with voice search as I go through the results of Bing’s 2017 Local Voice search survey and provide you with actionable take-aways to future proof yourself for the screenless search experience.
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Preparing Digital Assistants and a Zero UI/Screenless Search Experience - 2017 MnSearch Summit
- 13. Microsoft data scientists use AI in SIDS research to combat infant deaths by Dina Bass June 7, 2017, 3:00 AM PDT
- 17. 1980s: PC
- 18. Intelligent Agents & Services Virtual Commerce
- 19. What’s a digital assistant? “ “ It’s a thing on my kitchen counter that I talk to, that searches the web and plays songs when I ask it to. Framework by Peter Francis - @pfrncs
- 20. What’s a digital assistant? “ “ It’s a thing on my kitchen counter that I talk to, that searches the web and plays songs when I ask it to. Framework by Peter Francis - @pfrncs
- 21. What’s a digital assistant? “ “ Voice TextInputs Camera Static MobileLocation Everywher e Personal information Public Informatio n BothData Spoken Answers Web Results Outputs Actions Reactive Proactive Triggering event Framework by Peter Francis - @pfrncs
- 22. What’s a chatbot? “ “ It’s a program which can mimic conversation, that I can ask questions and it accesses and retrieves information.
- 23. What’s a chatbot? “ “ It’s a program which can mimic conversation, that I can ask questions and it accesses and retrieves information.
- 24. What’s a chatbot? “ “ TextInputs Websites SERPsLocation Intelligent Agents Business Informatio n Public Informatio n Data Answers ActionsOutputs Reactive Triggering event Voice
- 25. Microsoft Graph
- 27. ҉What you need to know
- 28. Andrew Ng Baidu
- 29. Advocacy – Not Advertising
- 32. Enabling Action
- 34. 0% 10% 20% 30% 40% 18-24 25-34 35-44 45-54 55-64 65+ Breakdown by Age 65% 35% % Use Voice Search At Least Frequently 28% 38% 54% 60% 57% 57%
- 36. Alaska Hawaii
- 37. 78% 22% 57% 19% 5% 7% 17% 21% 19% 8% 26% 60% 76% 85% Computer Smart Phone Car w/Voice Smart Speaker Never Rarely/Occasionally At least Fairly Often
- 38. Cortana Siri Alexa Google Assistant NOT FAMILIAR HEARDOF, DON’T USEUSE OCCASIONALLY USE FREQUENTLY
- 39. 18-24 25-34 35-44 45-54 55-64 65+ Alexa Cortana Google Assistant Siri
- 42. Look up quick fact Browse products Find a local business Look up a price Find things to do nearby Make an appointment Order food
- 44. Computer Smart phone Smart Speaker Search for quick fact Browse products Look up price Find local business Find things to do near by Make appointment Order food for delivery
- 46. 27% 17% 16% 16% 15% 13% 12% 48% 52% 54% 56% 56% 52% 53% 18% 23% 22% 22% 22% 28% 27% 7% 8% 7% 6% 7% 8% 8% INCREASINGSTAYINGTHESAMEDECREASING
- 48. Microsoft, Local Voice Study, 2017. The panel consisted of 2002 participants who had been randomly selected to closely match US population demographics, and the respondents are representative of American men and women, ages 18 and older. Survey questions given were adjusted based on initial responses to device ownership.
- 49. ҉Preparing for the future
- 58. Teach Cortana to interact with your • Brand • Products • Bots
Editor's Notes
- I’ll admit it. I grew up as a child of the 1980’s and I still remember the first movie I saw in movie theaters – and how the promise of society flying through space and battling evil made me excited for the future. I couldn’t wait for the future to come true….
- I’ll admit it. I grew up as a child of the 1980’s and I still remember the first movie I saw in movie theaters – and how the promise of society flying through space and battling evil made me excited for the future. I couldn’t wait for the future to come true….
- But the movie
- I’ll admit it. I grew up as a child of the 1980’s and I still remember the first movie I saw in movie theaters – and how the promise of society flying through space and battling evil made me excited for the future. I couldn’t wait for the future to come true….
- This is an insane time for technology based on the advances in artificial intelligence and machine learning. This is a time when you can walk into a store to custom design your own clothing and have it 3D printed to your exact measurements in a matter of minutes while you wait. http://www.3ders.org/articles/20170117-new-intel-retail-platform-in-store-3d-knitting-virtual-reality-stock-management-robots.html
- This is a time when OEMs like Ford and Tesla are racing forwards to developing driverless cars so that by 2021 we’ll see a shift the drivers journey so that the experience will be more like flights, turning doors and dashboards into screens to create immersive 360-degree entertainment experiences. http://www.forbes.com/sites/andrewcave/2017/02/12/uber-and-ford-versus-tesla-the-battle-over-what-we-will-do-in-driverless-cars
- What if we not only give our time, but our skills and help from a data science point of view. There is no known reason for why a baby stops breathing and dies. Approximately 4,000 infants in the U.S. die each year from sudden unexpected infant death (SUID), which includes SIDS. There has not been a drop in such deaths since the mid-1990s. “When a child dies, probably the worst thing the doctors can tell you is that they don’t know why,” says Kahan. The question churns over and over in a parent’s mind. Read more at https://blogs.microsoft.com/firehose/2017/06/07/a-gift-of-knowledge-that-could-help-save-the-lives-of-children-who-may-be-susceptible-to-sids/#1RcJyMMdts25rBi6.99
- We’ve come a long way from the Comodore 64 of the 80’s to all of the worlds information gathered across the world wide web, to the untethering of access to data and the web through mobile devices. We are ushering a new era and with it a new way that consumers will engage with both platforms and data – through conversational language. AI is ushering in the advent of using our voices to interact and engage with the internet and the internet of things.
- Intelligent agents will enable intelligent services, or AI powered interactions, such as making reservations, booking travel, scheduling appointments, ordering food, shopping transactions, etc. These services will not be provided by humans, but rather intelligent agents that will not only respond to your voice requests, but interact with each other to build a community capable of learning. Thanks to the convergence of three major forces — increased computing power in the cloud, powerful algorithms that run on deep neural networks and access to massive amounts of data — we’re finally able to realize the dream of AI, and with it the advent of intelligent services. What do I mean by intelligent services? It’s technology that technology that extends the intelligence — and other benefits — of cloud computing across devices. Technology that will allow you to search the real world in the same way you search the digital world, helping to keep your data safe and secure while making you more productive. Digital Assistants are a form of intelligent agents who interact with services like bots and can be trained to do specific actions through skills. Read more at https://blogs.microsoft.com/blog/2017/05/10/microsoft-build-2017-microsoft-ai-amplify-human-ingenuity/#oblqlT4jgC6FJOQG.99
- So what is a digital assistant? When we’ve surveyed people we saw a few key trends behind how they answered that question.
- Other quotes: “It’s a conversational interface” It’sa an intitiy in the way of real answers that specializes in suggesting unhelpful pages.
- There’s another secret ingredient for AI success: data. For AI tools to be successful, they need data to train on and learn from Microsoft Graph, which allows customers to use unique data from their organizations to drive AI transformation. Bringing together business and customer data. Microsoft Graph to combine insights from the world of work with device insights and contextual awareness of the physical world. Windows had reached 500 million Windows 10 monthly active devices and noted how — together — Windows, Microsoft Office and Microsoft Azure offer developers more than a billion opportunities to connect their innovations with Microsoft customers
- There’s another secret ingredient for AI success: data. For AI tools to be successful, they need data to train on and learn from Microsoft Graph, which allows customers to use unique data from their organizations to drive AI transformation. Bringing together business and customer data. Microsoft Graph to combine insights from the world of work with device insights and contextual awareness of the physical world. Windows had reached 500 million Windows 10 monthly active devices and noted how — together — Windows, Microsoft Office and Microsoft Azure offer developers more than a billion opportunities to connect their innovations with Microsoft customers
- Voice input is the other major factor having an impact already for digital marketers. Some people are using bots; some people are using digital assistants. But many, many people are already using voice to conduct searches.
- The answer is relevance. When we look at digital marketing today, we know that relevance is critical. If you’re Google or Microsoft or Apple or Amazon, developing a digital assistant, you already know that the only reason for consumers to use your product is if It’s actually helpful. The only reason for consumers to use a digital assistant is because she is relevant to their life. Relevant to their daily rhythm. Relevant to the point that she knows your three kids like stopping for ice cream after school on Fridays. Do you have any doubt that the relevance box for every assistant is going to be engineered to a very fine point? For a brand to gain consideration by a digital assistant, it must be relevant to the consumer.
- 85% of Smart Speaker owners use voice search/commands with their devices at least “fairly often” while 15% of respondents currently own one and an additional 31% plan to buy one soon Most voice search/commands are currently occurring on smart phones due to high ownership rates and fairly high use of voice on these devices. Smart Speakers sales should grow quickly given current interest of non-owners and represent the next biggest opportunity, though use of voice for computers will likely also grow (Christie- this seems like a point Microsoft should support, but I don’t have data – we should look for 3rd party data).
- 85% of Smart Speaker owners use voice search/commands with their devices at least “fairly often” while 15% of respondents currently own one and an additional 31% plan to buy one soon Most voice search/commands are currently occurring on smart phones due to high ownership rates and fairly high use of voice on these devices. Smart Speakers sales should grow quickly given current interest of non-owners and represent the next biggest opportunity, though use of voice for computers will likely also grow (Christie- this seems like a point Microsoft should support, but I don’t have data – we should look for 3rd party data).
- q9
- Q9 Built so I can remove the individuals who never/infrequently use it to show comparisons…
- Amongst Owners of a Device
- If the digital assistant is one of the primary access points to the consumer, how does a brand align with her to be the bot, the answer, the brand she chooses to share with the consumer? In other words, how do you market to the machine? That’s what we’re talking about here.
- new Cortana Skills Set. It will enable third-party developers to create new skills, and it includes the possibility of porting the existing Alexa skills on the platform.
- new Cortana Skills Set. It will enable third-party developers to create new skills, and it includes the possibility of porting the existing Alexa skills on the platform.
- We are also seeing longer terms on voice searches compared to text search. Similar to questions being asked, these searches are more conversational searches and longer in nature. To optimize for these longer queries, make sure your keyword phrases are conversationally long. Think about how you’d search for you if you were just talking with someone, rather than punching keys into a keyboard. You’ll find it’s pretty intuitive to make your keyword phrases longer – it’s how we’ve been wanting to search for years
- Voice queries have more question words. This is both because the nature of conversation means asking questions – it’s an engagement – and also because there is no other way to vocalize a query. If it’s a query, it has to have a question word in it! To make sure you’re capturing those queries, includes these question words in your keyword lists, in a relevant context. For example, your keyword shouldn’t just be “where.” It should be “Where do I find the best leather boots?” http://searchenginewatch.com/sew/how-to/2383498/how-will-voice-search-impact-a-search-marketers-world