Apple might be working on launching its own search engine and according to reports there are several clues online that support the possibility including job announcements for search engineers. Apple is looking to create its Spotlight Search to take on Google Search with iOS 14 beta.

Reports have it that Google pays billions of dollars to Apple to remain their default search engine on iOS, macOS and iPadOS. And this deal has allegedly also come under the scrutiny of UK market regulators. And possibly because of that, Apple might be looking to develop its own search engine.

As per Coywolf, the several indicators of Apple working on its own search engine include these job postings doe search engineers. The listings stress on integrating artificial intelligence (AI), natural language processing (NLP) and machine learning (ML) into other services.

The new post also adds that with iOS 14 beta and iPadOS 14 beta, Apple’s Spotlight Search bypasses Google Search to show search results. Applebot, which is the tech giant’s won Web crawler has been crawling sites regularly as well. The Applebot support page was also recently updated.

Going by the Spotlight Search behaviour the job postings, there are speculations that Apple’s search engine might actually be a personalised data hub. Coywolf suggests that it might be similar to Google Assistant on Android devices but devoid of ads and completely private.

Apple could put ML and AI to optimal use to return search results based in the user’s contacts, events, emails, files, messages, documents, maps, music, news, notes, photos, reminders, movies and TV shows, third-party apps etc. There are parallel speculations that Apple’s new search engine, if rumours are indeed true, is going to challenge Google’s monopoly on search and impact its ad revenue and data mining.

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Marketing technology has evolved rapidly over the past decade, with one of the most exciting developments being the creation of publicly-available, cost-effective cognitive APIs by companies like Microsoft, IBM, Alphabet, Amazon and others. These APIs make it possible for businesses and organizations to tap into artificial intelligence (AI) and machine learning (ML) technology for both customer-facing solutions as well as internal operations.

According to Statistics MRC, the Machine Learning as a Service (MLaaS) market is expected to grow to 7.6 billion dollars by 2023. The impact AI/ML will have on businesses over the long-term promises to be revolutionary.

Authoring Efficiencies Powered by AI and ML

The current application of AI and ML in content management is more akin to power-assisted steering than a self-driving car. You remain in the driver’s seat, but you now have an enhanced set of tools to deploy.

These tools make it possible to automate routine operational tasks, freeing you and your team up to focus on higher-value, innovative marketing strategies, such as nurturing your audience, growing your business, and tapping your digital channels to create highly-engaged customers and brand advocates.

We’ve identified three specific areas within content marketing that are primed for the application of AI and ML technology: content tagging using classification models, faceted image search using image processing (face and object detection), and chatbot-enabled CMS workflow (natural language processing and speech-to-text).

Auto-Tag Your Digital Content

Organizations invest millions of dollars in staff, software, platforms and more, all in an effort to create valuable content. But historically they haven’t been able to fully tap into the potential of that existing content. Imagine being able to unlock that potential in the hundreds of thousands of web pages, blog posts, case studies and other digital content you have by making them easily searchable and sortable.

Off-the-shelf AI/ML tools can help you enrich your content and make it more accessible. For example, content authors usually spend a great deal of time combing through previous posts and existing taxonomy to ensure the tags they apply to a content item are accurate and in line with the current content structure. Furthermore, with the natural churn that occurs in most businesses and organizations, this experience and knowledge can often get lost as employees leave.

Businesses can train AI/ML on their unique, niche taxonomy by having it sift through thousands of your content items to gain contextual knowledge. It can then auto-tag future posts with a higher accuracy rate, allowing your authoring team to focus on creating more content. With better taxonomy, you can serve up more relevant content to your audiences when they are visiting your websites or other digital properties, further helping to enhance their user journey and customer experience.

An AI/ML investment like this will pay for itself as it continues to learn over time and become a storehouse of institutional knowledge.

Unlock the Value of Your Media Library

If you and your team works with a lot of rich media and a complex media library, then you recognize the need for image auto-tagging. Sorting through thousands of images to find the perfect one to enhance your content can be extremely cumbersome and time-consuming.

The standard image-processing capabilities in today’s AI/ML technologies make it possible to analyze an image and identify colors, objects, people and even their emotional state, gender and estimated age. The right images matched to the right content or campaign can make all the difference in catching your audiences’ attention and increasing engagement.

Let’s take an A/B test that you might want to run on a new promotion, or a personalized hero component on your home page. By nature of their purpose, these kinds of marketing automation tactics require plenty of content variations (including the involved images) to be effective. Now scale this example to cover all the promotions you might be running at any given time or all the personalized components across your site. Identifying the necessary images to serve up across them can become extremely tedious, creating a bottleneck to rolling out new campaigns.

Using an AI/ML-enabled CMS and media library makes finding the perfect images a much quicker process. You can filter images by the different criteria noted above and find what you’re looking for in no time.

Using Chatbots to Streamline Publishing from Any Device

Natural language processing (NLP) has enabled the leader in search engines, Google, to serve up contextual results based on your location and previous search history. It’s now possible to tap into this technology to enhance your CMS and increase the efficiency of your internal operations.

Any mention of voice applications likely conjures up thoughts of Alexa or Siri. However, it’s possible to embed the processing power of this functionality into your CMS, in the form of a modified chatbot, to serve as a concierge for your workflow activities.

You can then use your smartphone to publish an item, for example, simply by talking to the CMS. With mobile-friendly options, you can publish content or move it through workflow on the go, whether you’re at a conference or on a subway commuting to work.

The Value of AI/ML for Businesses

AI and ML are poised to revolutionize content marketing operations. By investing in these powerful technologies, you can expect to free up people’s valuable time, allowing them to focus on more strategic work. At some point soon, the conversation will stop revolving around whether you should use these technologies and will be about whether you were an early or late-adopter and what the resulting impact is to your business.

Since machine learning at its core is about learning, the sooner you can embed it into your internal process, the more time the technology will have to become proficient in your specific business operations. Additionally, your team will gain expertise on how best to use the tools to enhance their productivity and can use the time saved to invest in better marketing strategies, putting you at a great advantage over your competitors.

An often-overlooked side benefit is an increase in employee engagement, who will feel like they are contributing to exciting, innovative, higher-value work, rather than performing routine, repetitive daily tasks. An investment in AI/ML for content marketing operations has the potential to pay for itself many times over, essentially making adoption of the technology a win on many fronts.

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When it comes to the possibilities and possible perils of artificial intelligence (AI), learning and reasoning by machines without the intervention of humans, there are lots of opinions out there. Only time will tell which one of these quotes will be the closest to our future reality. Until we get there, it’s interesting to contemplate who might be the one who predicts our reality the best.

“The development of full artificial intelligence could spell the end of the human race….It would take off on its own, and re-design itself at an ever increasing rate. Humans, who are limited by slow biological evolution, couldn’t compete, and would be superseded.”— Stephen Hawking told the BBC

“I visualize a time when we will be to robots what dogs are to humans, and I’m rooting for the machines.” —Claude Shannon

“Artificial intelligence would be the ultimate version of Google. The ultimate search engine that would understand everything on the web. It would understand exactly what you wanted, and it would give you the right thing. We’re nowhere near doing that now. However, we can get incrementally closer to that, and that is basically what we work on.” —Larry Page

“The pace of progress in artificial intelligence (I’m not referring to narrow AI) is incredibly fast. Unless you have direct exposure to groups like Deepmind, you have no idea how fast—it is growing at a pace close to exponential. The risk of something seriously dangerous happening is in the five-year timeframe. 10 years at most.” —Elon Musk wrote in a comment on Edge.org

“The upheavals [of artificial intelligence] can escalate quickly and become scarier and even cataclysmic. Imagine how a medical robot, originally programmed to rid cancer, could conclude that the best way to obliterate cancer is to exterminate humans who are genetically prone to the disease.” — Nick Bilton, tech columnist wrote in the New York Times

“I don’t want to really scare you, but it was alarming how many people I talked to who are highly placed people in AI who have retreats that are sort of ‘bug out’ houses, to which they could flee if it all hits the fan.”—James Barrat, author of Our Final Invention: Artificial Intelligence and the End of the Human Era, told the Washington Post

“I’m increasingly inclined to think that there should be some regulatory oversight, maybe at the national and international level, just to make sure that we don’t do something very foolish. I mean with artificial intelligence we’re summoning the demon.” —Elon Musk warned at MIT’s AeroAstro Centennial Symposium

“The real question is, when will we draft an artificial intelligence bill of rights? What will that consist of? And who will get to decide that?” —Gray Scott

“We must address, individually and collectively, moral and ethical issues raised by cutting-edge research in artificial intelligence and biotechnology, which will enable significant life extension, designer babies, and memory extraction.” —Klaus Schwab

“Some people call this artificial intelligence, but the reality is this technology will enhance us. So instead of artificial intelligence, I think we’ll augment our intelligence.” —Ginni Rometty

“I’m more frightened than interested by artificial intelligence – in fact, perhaps fright and interest are not far away from one another. Things can become real in your mind, you can be tricked, and you believe things you wouldn’t ordinarily. A world run by automatons doesn’t seem completely unrealistic anymore. It’s a bit chilling.” —Gemma Whelan

“You have to talk about ‘The Terminator’ if you’re talking about artificial intelligence. I actually think that that’s way off. I don’t think that an artificially intelligent system that has superhuman intelligence will be violent. I do think that it will disrupt our culture.” —Gray Scott

“If the government regulates against use of drones or stem cells or artificial intelligence, all that means is that the work and the research leave the borders of that country and go someplace else.” —Peter Diamandis

“The key to artificial intelligence has always been the representation.” —Jeff Hawkins

“It’s going to be interesting to see how society deals with artificial intelligence, but it will definitely be cool.” —Colin Angle

“Anything that could give rise to smarter-than-human intelligence—in the form of Artificial Intelligence, brain-computer interfaces, or neuroscience-based human intelligence enhancement – wins hands down beyond contest as doing the most to change the world. Nothing else is even in the same league.” —Eliezer Yudkowsky

“Artificial intelligence is growing up fast, as are robots whose facial expressions can elicit empathy and make your mirror neurons quiver.” —Diane Ackerman

“Someone on TV has only to say, ‘Alexa,’ and she lights up. She’s always ready for action, the perfect woman, never says, ‘Not tonight, dear.’” —Sybil Sage, as quoted in a New York Times article

“Some people worry that artificial intelligence will make us feel inferior, but then, anybody in his right mind should have an inferiority complex every time he looks at a flower.” —Alan Kay

“Artificial intelligence will reach human levels by around 2029. Follow that out further to, say, 2045, we will have multiplied the intelligence, the human biological machine intelligence of our civilization a billion-fold.” —Ray Kurzweil

“Nobody phrases it this way, but I think that artificial intelligence is almost a humanities discipline. It’s really an attempt to understand human intelligence and human cognition.” —Sebastian Thrun

“A year spent in artificial intelligence is enough to make one believe in God.” —Alan Perlis

“There is no reason and no way that a human mind can keep up with an artificial intelligence machine by 2035.” —Gray Scott

“Is artificial intelligence less than our intelligence?” —Spike Jonze

“By far, the greatest danger of Artificial Intelligence is that people conclude too early that they understand it.” —Eliezer Yudkowsky

“The sad thing about artificial intelligence is that it lacks artifice and therefore intelligence.” —Jean Baudrillard

“Forget artificial intelligence – in the brave new world of big data, it’s artificial idiocy we should be looking out for.” —Tom Chatfield

“Before we work on artificial intelligence why don’t we do something about natural stupidity?” —Steve Polyak

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