Artificial Intelligence (AI) might sound like something out of a sci-fi movie, but in 2024, it’s woven into the very fabric of how we do business - and search engines are no exception. Here at Blackpepper, we’ve embraced AI in ways that enhance everything from everyday operations to the sophisticated search solutions we offer our clients. AI helps us work smarter, not harder, and we’ve seen firsthand just how powerful it can be.It’s no surprise that Google is also heavily using AI to evolve its search engine. In fact, it’s already happening with tools like RankBrain, which helps Google understand the context of search queries; BERT, which interprets the nuances of natural language; and MUM, which allows Google to answer complex, multi-part questions in more detail. These AI advancements mean Google’s search engine isn’t just answering questions - it’s learning how to think like a human, helping users find what they need faster and more accurately than ever.With a good chunk of traffic coming through search engines, understanding what’s going on behind the scenes - especially with AI’s growing role - is a must.In this blog, we’re diving into how Google’s AI systems, like RankBrain, BERT, and MUM, are changing the search landscape. By understanding how Google uses AI to refine search results, you can make sure your ecommerce site stays competitive and visible to the right audience.Google I/O 2024The Role of AI in Google SearchGoogle has evolved far beyond a simple search engine that matches keywords to websites. Today, AI is the backbone of its operations, transforming how search results are ranked, how relevant information is surfaced, and even how personalised results are delivered to each user. With AI, Google can better understand complex queries, analyse massive amounts of data in real-time, and improve the overall user experience.Key AI Elements Driving Google SearchRankBrainOne of the first AI models used by Google, RankBrain helps under...