Computer systems have been learning on their own since the 1960s, and they have been advancing rapidly in recent years. The most notable recent addition to the AI family is BERT, Google’s new user intent interpreter. BERT, like many search engine programs, is designed to improve user experience and can help to improve site metrics for webmasters. For it to do this, it first needs access to lots of data.

 

AI vs Machine Learning

AI and machine learning can look similar from a distance; both are programs that work to mimic and understand human behaviors. The difference between the two is largely semantic, and one cannot exist without the other.

Machine learning is a key aspect of how AI is designed. The process of machine learning is characterized by feeding the program huge amounts of data to the point where it can replicate and predict human behaviors. Machine learning is the process and AI is the product.

 

How they affect your website

Your website is constantly being reviewed by automated programs, whether they’re crawling, indexing, analyzing, or simply learning from it. The most benevolent of these programs can use machine learning to prevent employee fraud and track third party cookies. 

The more malevolent of the programs are searching for insecurities and opportunities to compromise the security of the website for its makers and users.

 

Optimizing for AI

Since AI is built from machine learning, and machine learning is built from large amounts of data created by humans, there is no solid way to optimize for AI-run search engines. That means that BERT cannot be negotiated with.

The best way to optimize for machine learning and AI is by producing good content and a website that follows SEO best practices.