The perils of natural language and search

Natural language is about to revolutionise search, but if you’re relying on the big tech goliaths to help grow your business, then you need to be aware of a few things — not least that the only business they intend to grow is theirs. Natural language: artificial intelligence? Driven by uses such as personal assistant apps on smartphones, consumers expect technology not just to hear them, but to understand them and react intelligently too. True artificial intelligence, the type people associate with Arthur C. Clarke, is still a little way off. But intelligent features such as machine learning and implicit personalisation are already integrated into some natural language applications, enabling them to understanding more about an individual, their likes and preferences, through interaction only. As the use of natural language…

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