How Can AI Ensure Safer Search Results on Google?

The proliferation of the internet means that people conduct searches for all sorts of reasons. Along with searches for products, services, and information, some people also conduct searches during personal crises. These people may be in desperate need of assistance, and it may be possible for technology to bring them the help they need.

How Multitask Unified Model (MUM) Helps People in Crisis

MUM is a type of AI developed by Google that uses machine learning to understand the intent behind language. By understanding the intent of the user, MUM can generate more accurate search results overall. This is highly beneficial when looking for information, but it can be a lifesaver when a person is in need of assistance for a serious mental health issue.

In this case, MUM could interpret the intent behind the person’s search and offer results for local helplines or resources. Timely intervention is a must during a mental health crisis and receiving information on relevant resources may be the first step in a person getting the help they need.

How Bidirectional Encoder Representations from Transformers (BERT) Stops Explicit Content

A better understanding of search intent can also shield people from unexpectedly seeing explicit content. A seemingly innocent search can sometimes elicit truly shocking results, even when safe search is turned on. BERT is another form of AI developed by Google that has been surprisingly helpful in limiting the amount of unexpected search results generated.

BERT is better equipped to interpret search intent, which means it can more efficiently determine a searchers true goal. This ability goes a long way towards preventing a person from seeing something they did not intend, especially when the image or text causes significant distress. This is especially important for children, who are the most vulnerable to unexpected search results.

Safety is also a priority for our web design team at That’s why we use safe methods and practices when building websites for our clients. We also ensure ecommerce websites are fully secure and offer the amazing experience your customers have come to expect from your business. Please reach out to us today if you’d like to discuss your online marketing strategy.