As the age of digital services puts pressure on companies to become more agile, Google is an excellent case study to understand how the intersection of machines and humans continues to evolve to create value for customers.
Google has been an industry leader in machine learning. As a result, Google can control 90 percent of the internet search market in Europe. And, 85 percent of Americans go to Google or Amazon for product searches.
While Google started as just an index of web pages, the business successfully evolved to a central hub for real-time data feeds. When a search is conducted, Google algorithms study an array of data sources to provide insights relevant to the search. Many businesses rely on Google to provide strategically placed advertisements based on big data algorithms that have tracked user website browsing and interests. Google also used inbuilt algorithms supported by big data in their translation services.
However, they aren’t just a search engine as Google continues to innovate with new products and services. For example, they leveraged their competitive advantage with big data analytics to optimize the machine performance for Google’s self-driving car.
Big data is also fueling Google’s vision to ship 3 million models of their new smart speaker to compete with the Amazon Echo. With Google owning YouTube, they have the competitive advantage over the Amazon Echo since this new device offers a user-friendly screen to view videos.
Google has also entered the wearable device space with their Google Glass eyewear. Recently they announced a new focus for the glasses for manufacturing workers powered by Google’s cloud computing business and artificial intelligence capabilities. The glasses can show manufactures where there are product issues that require immediate attention as well as covering other basic operational needs.
Google also recently built a cooling system based off of artificial intelligence to cool their data centers. These new algorithms have reduced their energy usage to around 40 percent.
It doesn’t stop there. This year Google launched a new job search tool that functions off of artificial intelligence and machine learning. And, to reduce the biases inherent in machine learning, Google has donated millions of dollars to try to reduce future discrimination in artificial intelligence algorithms.
Google is also rumored to soon enter the OS wearable device market with the launch of the Google watch. Others speculate that they may also make a play in the online retail space.
As connectivity increases along with the internet of things, organizations will continue to leverage big data analytics to diversify their business and drive future growth.
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