Google's artificial intelligence to impact search engine marketing
Google has announced that approximately 15% of daily search queries are now being interpreted by its artificial intelligence (AI) system called RankBrain. RankBrain will help Google to understand what users are searching for and to incorporate customer reviews into the search. Zach Morrison, President of Elite SEM, said AI could be Google's way to improve mobile search, by creating better relevancy it could mean better conversions which could help justify higher ad rates. AI could also help deliver micromoments; a search result personalised for a specific point in time. Development in machine learning could signal that Google plans to make voice search more common in the future. 

Google is now using artificial intelligence (AI) to better understand search queries, so what implications will machine learning have for marketing?

Last week, Google told Bloomberg News that a "very large fraction" of queries is now being interpreted by an AI system called RankBrain. The revelation about the system, which helps Google navigate around 15 percent of daily queries that are unrecognizable, could provide insight into how brands can best leverage the search-engine giant.

Here are some predictions for what RankBrain could mean for brands:

1.