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TR: While there’s a lot of research going on behind the scenes, on the surface, it looks as though search technology hasn’t changed much in more than 10 years. How is Google’s user interface changing?

PN: We’re in a situation in the main Web search where there’s a real imbalance. Users are giving us three words at a time and we’re able to give back a lot of info: 10 links with titles, snippet of text, and other information about the page. So we’re able to present a lot at once. If the user has a big screen, they can consume what we’re giving them quickly. So it’s a fast interaction but a very imbalanced one. One of the things we’re looking at is finding ways to get the user more involved, to have them tell us more of what they want. People type the query “map,” and then they get upset if it’s not the map they were thinking of. So, people may be willing to talk more than type. Or maybe they’re willing to take a suggestion if we offer something that they didn’t type a query for, but is related.

But there are search interactions other than main Web search. When you’re on cell phones, you can only see one link at a time. It really changes the game. There’s much more impetus for us to be correct, so we’re thinking about that kind of interaction there, and how you could use audio to present information.

TR: What are the outstanding problems in search?

PN: In general, we think there are two aspects of it. One is understanding users’ needs more. The other is understanding the contents of documents, whether they be Web pages or video. Mostly we look at what the user types in, treat the input as individual words, and count them up on pages and weigh those pages with different kinds of evidence. But we don’t look only at words they type in. We also look at spelling variants, and if a user types in a long query, we break it into pieces. Maybe a user meant some words, but didn’t really mean others.

TR: That seems to have elements of natural-language search, in which people just type in a question, for instance, instead of a few keywords. How is Google advancing natural-language search?

PN: I think there’s a whole range of what you can mean as natural-language search. The first part of that range, we’ve been doing for a while. For instance, we understand synonyms and that the two words in San Francisco should go together. But then there’s Las Vegas and Vegas, which mean the same thing, and New York and York don’t mean the same thing. Those are the kinds of things we figure out. Another component of natural-language search is to parse a longer query into components. And the farthest along is typing in a full sentence in English and getting a full sentence as an answer. That sort of thing we’re not doing yet. We are answering some kinds of questions. You can query “population of Japan,” and we’ll pull that out. But for the majority of questions, that’s not what people want. They don’t want the burden of having to express it as a full sentence.

TR: Your expertise is in artificial intelligence. Isn’t Google, at its core, an artificial-intelligence company using machine-learning algorithms to search the Web, recognize speech, and match advertising with keywords?

PN: I think a lot of AI is trying to do a better job on a task for which there’s no definite answer. What are the best results for a given search query? There is no absolutely correct answer, it’s subjective, and that’s the question that Google’s answering. So I think it’s fair to say that this is an AI problem. But the way we address that problem is with lots of different approaches. There’s an AI algorithm involved, there’s software engineering, hardware, and networking to make it fast and efficient. I wouldn’t want to say that AI is everything, but it’s a big part of it.

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Credit: Google

Tagged: Business, Google, NASA, social networks, search, advertising, artificial intelligence, speech recognition

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