With the advent of AI technologies, personalized search experiences have become more prevalent especially as more businesses, and other brands begin to lean more towards incorporating AI tools in their company operations. Using AI-powered analytics, AI programs are now able to generate relevant information based on interactions at an individualistic-level12.

One of the benefits that we can enjoy from enabling personalized searches is that we limit the amount of information that we encounter, only focusing on what we are currently inquiring about. It goes without saying but the internet is basically a bottomless well of information. Manually navigating through countless webpages and sources for a simple inquiry sounds taxing enough. You probably don't want to spend a lot of your precious time looking at the best tourist attractions in Japan, if you are currently looking for tourist attractions in the Philippines. This is one of the prime examples of AI personalization (location-based personalization system) where the system takes into account your current or recent interactions and then materializes them into what you perceive in your search engines or advertisements34. Personalization, especially in this digital age, is such an innovation. By providing users a more filtered and specific experience, we save a lot of time, minimize cyber traffic, and promote engagement for the audience whenever they scour the internet for information56.

Whenever we visit a foreign place, we often fall victim to language barrier problems. Being unable to understand and convey my thoughts to others due to language differences will never not be a terrible experience. Similar to us, standard search engines of the day used to deal with this problem a lot. As it turns out, not everything we want to convey is openly expressed through syntax. Communication is so complex there is no language in the world that is able to completely convey thoughts, ideas, and emotions all at once. Language and communication is bound by the limitations of natural syntax1. Fortunately for us, there is a branch of artificial intelligence that seeks to bridge this gap and its called Natural Language Processing (NLP)2

NLP works by enabling systems to understand written or encoded information using a human language. So what do we mean by human language exactly? Typical search engines only work with what's placed into their database based on syntactic input. They lack the capacity for understanding concepts like intent and purpose, which are key components in every effective human language. NLP teaches search engines how to analyze different language structures using NLP algorithm techniques2. According to Eppright (2021), NLP algorithms train search engines three basic types of language analysis:

• Contextual analysis: This NLP technique is focused on the external elements associated with the placed query. AI collects data from multiple outside sources such as location-based, recent searches, visited websites, etc. to form a specific context that may or may not be applicable to the involved input statement/s2

• Syntactic analysis: Syntactic analysis considers the overall syntax state of the input query. This technique takes into account the grammar of the sentence to form insights regarding the relationship between the inputted words and how it is structured in a sentence2.

• Semantic analysis: As for semantic analysis, this seeks to analyze the direct definitions of the used words in the query and to examine the other potential definitions of the word or phrases2.

It is important to keep in mind that eventually, strict usage of text-based only information will be a thing of the past. Together with the advancement of science and technology, come a wave of new media forms, each specializing specific scopes of information.

Widening our search capabilities is certainly a step in the right direction in terms of improving information discovery and dissemination. Visual-based inputs as well as Audio-based input are now becoming more prevalent with the development of certain technologies1. AI technology has now taken a step forward on this matter by allowing search engines to perceive images, videos, and audio inputs as definite forms of human query. As also mentioned before, there is a glaring limitation for text-based language or communication due to its nature being of linear expression. Fortunately, other media forms are now becoming part of the digital era. Having this much variety in media forms is important since they all capture specific aspects of the natural language. Emotions are hard to perceive in a written text, but when supplemented with imagery, you are able to resonate more with the literature. The same analogy works with optimizing search engines with AI tools. Having multimodal capacity provides users with more options to express or refine their queries for search engines to generate more relevant and accurate suggestions2.

This technological breakthrough also promotes intuitive searching. We are able to communicate our thoughts more naturally with search engines under intuitive searching by mimicking our exact inquiries back to the search engine. It is yet another way of refining our ideas for more accurate and timely suggestions3.

Multimodal approaches will forever change the way we inquire for information. At its very core, it allows users to break sociological barriers and digital limitations that prevent us from fully expressing ourselves in a more natural and efficient manner.

Search engine optimizations will only get better from here on out due to the continued development of AI technologies. It's likely that content creation will transform over the years to becoming more niche and at the same time more general because of how incredible AI systems are projected to be. In the near future, everyone will have their own personalized contents and experiences due to advancements in SEO through AI algorithms.12

Concepts such as hyper-personalization will begin to be introduced, which is just basically an upgraded status for your current personalization options. Imagine your search engines already predicting your next query based on your previous interactions in real-time. This offers a whole new level of convenience that allows the audience to constantly be engaged with companies and brands who use SEO optimizers to reach you. AI-powered search engines are already drafting your next favorite content based on their AI-driven analytics. That's the true magic of AI advancement in the form of automated content generation.34

Continuing on the topic of search engine optimization. With how fast AI is developing especially in the field of SEO, predictive search systems are inevitable.

In the advent of predictive search models, companies who live off virality and relevance will not have to solely focus on the current market trends anymore. It's all about what the future holds, and through predictive SEO, business brands are able to maintain their relevance by knowing how the business landscape would look in advance. Incorporating predictive SEO to your business schemes is a sure fire way to earn a competitive advantage against other brands within your niche. Always be two steps ahead of your competitors by analyzing current and past market data through AI algorithms that are able to predict emerging trend patterns with high accuracy.12

The level of convenience that also comes with this type of AI feature is just magnificent. This offers a whole new perspective for both consumers and business owners in terms of how influential predictive SEO systems are in shaping the current and future business landscape. Likewise for your average workers and scholars, obtaining information has only gotten easier with time. AI search is beginning to dominate the way we consume and discover knowledge. This convenience comes at the great responsibility of properly embracing AI's potential as not a tool to replace us, but as a tool to improve ourselves.34

By observing how AI technologies have continued to alter the way we recognize and determine pieces of information, it's safe to assume that the future truly is in artificial intelligence. Its applications seem limitless with both corporations and individuals alike putting AI technologies into good use. It can be a bit polarizing to see how AI does numerous tasks at an unprecedented speed and quality. However, we have to keep in mind that AI is nothing but a tool for the betterment of humanity.12

The speed at which AI systems are learning is truly a fascinating sight to behold. In the near future, AI will be able to process hidden natural languages such as emotion and other forms of non-written media. As multimodal approaches will be adapted to search engines, people will have more options and freedom to express their queries with high accuracy. AI technology can be the key towards breaking these societal barriers.34

However, as I keep saying, this is a powerful tool that demands utmost respect and consideration. People tend to get carried away with using assistive AI systems because of the convenience and ease of use that it offers. While all of this is true, if we keep relying on such systems to perform even the simplest of tasks then I fear our abilities will dull down with AI misuse. Not to mention the ethical concerns that come with AI usage.56

The most important part to all of this is that we know when to draw the line for responsible AI use and misuse. Let us accept AI technologies as the one who will help us surpass our limits as humans in the various fields of expertise. Let us welcome a future where access to credible information becomes as easy as ever and that optimized search engines to guide us through the world with ease.78