{"id":149004,"date":"2024-01-19T14:42:35","date_gmt":"2024-01-19T20:42:35","guid":{"rendered":"https:\/\/wpengine.com\/?p=149004"},"modified":"2025-07-22T13:00:35","modified_gmt":"2025-07-22T18:00:35","slug":"webby-talks-race-to-outpace-smart-search","status":"publish","type":"post","link":"https:\/\/wpengine.com\/case-studies\/webby-talks-race-to-outpace-smart-search\/","title":{"rendered":"Webby Talks: The Race to Outpace Featuring Jason Konen"},"content":{"rendered":"\n<p>The tide of artificial intelligence is rising, and for digital innovators worldwide, the message is clear: You\u2019ll have to ride the wave if you want to keep your head above water.<\/p>\n\n\n\n<p>Experts across the web are discussing how AI will shape the future of the web, a topic that took center stage during a recent installment of the <a href=\"https:\/\/www.webbyawards.com\/webby-talks\/\" target=\"_blank\" rel=\"noreferrer noopener\">Webby Talks<\/a> series with Claire Graves, President of <a href=\"https:\/\/www.webbyawards.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">The Webby Awards<\/a>, and <a href=\"https:\/\/wpengine.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">WP Engine<\/a> Director of Product Management Jason Konen.<\/p>\n\n\n\n<p>\u201cThe Race to Outpace\u201d draws on insights from <a href=\"https:\/\/www.webbyawards.com\/2024-webby-trend-report\/\" target=\"_blank\" rel=\"noreferrer noopener\">The Webby\u2019s 2024 Trend Report<\/a> (created in partnership with <a href=\"https:\/\/today.yougov.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">YouGov<\/a>) to <a href=\"https:\/\/wpengine.com\/blog\/webby-talks-race-to-outpace-ai-innovation\/\" target=\"_blank\" rel=\"noreferrer noopener\">offer an analysis<\/a> of the current state of AI, common fears and misconceptions about it, and how we can use AI strategically in this new age of innovation.\u00a0<\/p>\n\n\n\n<p>Whether you rely on advanced technologies in your professional life or you\u2019re simply a digital revolutionary who wants to stay on the cutting edge of the modern web, this presentation provides deep insight and food for thought regarding AI, how to harness its power for everything from <a href=\"https:\/\/www.forbes.com\/sites\/forbestechcouncil\/2023\/07\/03\/the-future-of-ai-powered-personalization-the-potential-of-choices\/\" target=\"_blank\" rel=\"noreferrer noopener\">personalization<\/a> to <a href=\"https:\/\/wpengine.com\/smart-search\/\" target=\"_blank\" rel=\"noreferrer noopener\">search<\/a>, and how it\u2019s already reshaping the ways we interact with brands, products, and people online.<\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Webby Talk: The Race to Outpace\" width=\"1160\" height=\"653\" src=\"https:\/\/www.youtube.com\/embed\/g-InMrxX7Ho?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">The Current State of AI<\/h2>\n\n\n\n<p>AI is changing rapidly, and this new wave of innovation comes with its share of criticism. From <a href=\"https:\/\/www.cnbc.com\/2023\/12\/19\/the-more-workers-use-ai-the-more-they-worry-about-their-job-security.html\" target=\"_blank\" rel=\"noreferrer noopener\">inherent bias<\/a> to <a href=\"https:\/\/www.cnbc.com\/2023\/12\/19\/the-more-workers-use-ai-the-more-they-worry-about-their-job-security.html\" target=\"_blank\" rel=\"noreferrer noopener\">job insecurity<\/a>, many concerns have already been raised about the fair and ethical use of AI. These concerns have been underscored in documents like the White House\u2019s <a href=\"https:\/\/www.cnbc.com\/2023\/12\/19\/the-more-workers-use-ai-the-more-they-worry-about-their-job-security.html\" target=\"_blank\" rel=\"noreferrer noopener\">AI Bill of Rights<\/a> and the Future of Life Institute\u2019s <a href=\"https:\/\/futureoflife.org\/open-letter\/pause-giant-ai-experiments\/\" target=\"_blank\" rel=\"noreferrer noopener\">petition to put a pause on AI experimentation<\/a>.<\/p>\n\n\n\n<p>And while the concerns surrounding AI may seem like a topic du jour, the fact is that AI has been a part of everyday life for many years.<\/p>\n\n\n\n<p>\u201cHeadlines will make us think that AI is a new phenomenon, but in reality, it\u2019s been around for a really long time, and it\u2019s already pretty integrated into our lives,\u201d said Graves.<\/p>\n\n\n\n<p>She notes that Siri is an AI assistant that has been part of modern life since 2011, and tap-to-pay technology has been around since 2013.<\/p>\n\n\n\n<p>Yet consumers still have a skewed perception of what AI actually is. Half of respondents to The Webby\u2019s 2024 Trend Report stated that they don\u2019t use AI\u2014yet 84% of them admit to using Google search and 70% say they use map and directional applications, both of which use AI.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Positive Impacts of AI in the Modern Age<\/h3>\n\n\n\n<p>While it\u2019s clear there is some lingering apprehension about the use of AI, much of that fear can be mitigated by showing the best use cases of AI tools in the modern age, which can be broken down into four simple categories.&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Tools that streamline tedious tasks: <\/strong>e.g. <a href=\"https:\/\/www.grammarly.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Grammarly<\/a> for writers and <a href=\"https:\/\/www.descript.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Descript<\/a> for creating and editing audio transcripts<\/li>\n\n\n\n<li><strong>Tools that personalize online experiences: <\/strong>e.g. AI-powered chatbots and <a href=\"https:\/\/wpengine.com\/smart-search\/\" target=\"_blank\" rel=\"noreferrer noopener\">search functionality<\/a> for websites\u00a0<\/li>\n\n\n\n<li><strong>Tools that foster a greater sense of imagination: <\/strong>46% of survey respondents who work in media &amp; production and 53% of those who work in entertainment state that they are already using AI tools to generate more imaginative projects at a faster pace<\/li>\n\n\n\n<li><strong>Tools that create a greater social impact: <\/strong>64% of respondents believe that AI tools can positively impact global issues like education, public health, food insecurity, and climate issues<\/li>\n<\/ol>\n\n\n\n<p>These are the areas in which AI will drive innovation in the modern age, and it has the potential to quickly and effectively make positive change in our world.<\/p>\n\n\n\n<p>\u201cThere\u2019s a real opportunity to build tools for safety and humanitarian aid,\u201d said Graves. \u201cAI is fast, but it isn\u2019t out of reach. There is fear, but much more hope and optimism.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"501\" src=\"https:\/\/wpengine.com\/wp-content\/uploads\/2024\/01\/konen-graves-racetooutpace-1024x501.png\" alt=\"Jason Konen of WP Engine and Claire Graves of The Webby Awards discuss modern applications of AI and how it is already impacting developers and site owners\" class=\"wp-image-149009\" srcset=\"https:\/\/wpengine.com\/case-studies\/wp-content\/uploads\/2024\/01\/konen-graves-racetooutpace-1024x501.png 1024w, https:\/\/wpengine.com\/case-studies\/wp-content\/uploads\/2024\/01\/konen-graves-racetooutpace-540x264.png 540w, https:\/\/wpengine.com\/case-studies\/wp-content\/uploads\/2024\/01\/konen-graves-racetooutpace-768x376.png 768w, https:\/\/wpengine.com\/case-studies\/wp-content\/uploads\/2024\/01\/konen-graves-racetooutpace.png 1383w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Jason Konen and Claire Graves discuss modern applications for AI, including its ability to greatly enhance search capabilities for site owners and their visitors<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Where AI is Headed<\/h2>\n\n\n\n<p>Following her presentation, Graves was joined by WP Engine Director of Product Management Jason Konen to discuss how AI is already solving issues related to online search queries and how WP Engine\u2019s <a href=\"https:\/\/wpengine.com\/smart-search\/\">Smart Search<\/a> is harnessing the power of AI to solve search functionality issues for modern WordPress developers.<\/p>\n\n\n\n<p>First, however, Konen tackled the issue of when and how companies should make the decision to implement AI for their own purposes. As we\u2019ve seen time and again, early adoption isn\u2019t always the right decision for every entity\u2014just because a new technology has emerged does not mean it will immediately be of use for everyone.<\/p>\n\n\n\n<p>\u201cThis is how I look at AI from a strategic standpoint: How can AI make what we\u2019re doing better?\u201d said Konen.&nbsp;<\/p>\n\n\n\n<p>\u201cIf the use of AI is grounded in a problem you\u2019re trying to solve, then that\u2019s a good application for it.\u201d<\/p>\n\n\n\n<p>One problem WP Engine is trying to solve using AI is the improvement of search functionality, specifically with WordPress. To illustrate why this is an issue, Konen discussed the historical phases of online search functionality, which he broke down into three distinct time frames: pre-Google, the Google age, and the modern age of search powered by AI.&nbsp;<\/p>\n\n\n\n<p>Before Google, web users had to know exactly what they were looking for or run the risk of reading endless search pages that may or may not contain relevant information. Enter Google, which simplified the search experience greatly. Search queries became more conversational and relevant results were easier to find.&nbsp;<\/p>\n\n\n\n<p>Now, with AI-powered search, you don\u2019t really need to know the solution you\u2019re looking for\u2014or even the exact problem you\u2019re trying to solve. Users can state a problem and AI will provide highly targeted, relevant solutions for the stated issue.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Smart Search and the Influence of AI<\/h3>\n\n\n\n<p>These kinds of personalized, highly relevant results are exactly what product experts at WP Engine are imagining with <a href=\"https:\/\/wpengine.com\/smart-search\/\" target=\"_blank\" rel=\"noreferrer noopener\">Smart Search<\/a>, because for many WordPress users, the inherent search functionality is not robust enough to meet the needs of the end user.<\/p>\n\n\n\n<p>\u201cIf you\u2019re just using a basic search tool on your site, you might be missing things,\u201d said Konen. \u201cThat\u2019s one of the reasons we built Smart Search in the first place.\u201d<\/p>\n\n\n\n<p>Allowing AI to consume and categorize a site\u2019s content makes it possible for Smart Search to identify more accurate connections between a user\u2019s query and the site content that gets served up as a result of that query.<\/p>\n\n\n\n<p>Article recommendations are one application already being improved with Smart Search. Layering AI into the search component provides more relevant, more well-rounded article results for the end user on a site, even if they misspell or otherwise botch their original query. This is especially important for WordPress sites in which search functionality may be lacking.<\/p>\n\n\n\n<p>\u201cWe had an internal example of a children\u2019s health website, and a real search was for \u2018poison,\u2019 but they spelled \u2018poison\u2019 wrong and didn\u2019t get any results,\u201d said Konen.&nbsp;<\/p>\n\n\n\n<p>\u201cIf you\u2019re going to a children\u2019s health website and typing \u2018POISON\u2019 in all caps, you\u2019re panicking\u2014there\u2019s something wrong. But there\u2019s no results just because you misspelled it? That\u2019s not helping anybody.\u201d<\/p>\n\n\n\n<p>One of the final and most important benefits of AI mentioned by Konen is the speed with which developers can innovate to create better user experiences. He uses Amazon\u2019s related products algorithm as an example. While the algorithm works extremely well, it also took years of development by whole teams of developers to become as knowledgeable as it is.<\/p>\n\n\n\n<p>\u201cWith AI, now you can say \u2018let\u2019s look at our site and do something like that.\u2019 Is it going to be perfect out of the box? No. But we can keep modifying it,\u201d said Konen.&nbsp;&nbsp;<\/p>\n\n\n\n<p>\u201cIt has democratized the ability to do those things, making it so it\u2019s faster to bring to market. If you\u2019re in marketing and advertising, you should be looking at this because it\u2019s going to enhance the things that you\u2019re already thinking about and doing, and make it easier to get to market.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Race Toward Innovation with WP Engine<\/h2>\n\n\n\n<p>Check out the full Webby Talk: The Race to Outpace on <a href=\"https:\/\/www.linkedin.com\/events\/7148025698404741120\/comments\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn<\/a> or <a href=\"https:\/\/www.youtube.com\/watch?v=g-InMrxX7Ho\" target=\"_blank\" rel=\"noreferrer noopener\">YouTube<\/a> for even more insights and real-world examples showing how AI is impacting the digital pioneers of today.<\/p>\n\n\n\n<p>Smart Search is in production and available for purchase today! Check out <a href=\"https:\/\/wpengine.com\/smart-search\/\" target=\"_blank\" rel=\"noreferrer noopener\">this page<\/a> to learn more or add Smart Search to your WP Engine hosting plan today.<\/p>\n\n\n\n<p>For anyone looking to get involved with the continued development of Smart Search, you can <a href=\"https:\/\/forms.gle\/G8iFHG7bF7prZD9u8\" target=\"_blank\" rel=\"noreferrer noopener\">sign up to test the program in its Alpha phase<\/a>. The user feedback we gain in this phase will be crucial to enhancing Smart Search in the future, but spaces are limited, so sign up now to get involved!<\/p>\n\n\n\n<p>If you\u2019re passionate about creating a digital future with WordPress, take some time to explore WP Engine\u2019s <a href=\"https:\/\/wpengine.com\/wordpress-hosting\/\" target=\"_blank\" rel=\"noreferrer noopener\">world-class WordPress hosting<\/a> or talk to a representative to learn more!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The tide of artificial intelligence is rising, and for digital innovators worldwide, the message is clear: You\u2019ll have to ride the wave if you want to keep your head above water. Experts across the web are discussing how AI will shape the future of the web, a topic that took center stage during a recent<span class=\"tile__ellipses\">&hellip;<\/span><span class=\"tile__ellipses--animated\"><\/span><\/p>\n","protected":false},"author":318,"featured_media":149095,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[683,79,143],"tags":[688,1485],"class_list":["post-149004","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency","category-event","category-marketing","tag-webby-awards","tag-webby-talks"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Webby Talks: The Race to Outpace Featuring Jason Konen<\/title>\n<meta name=\"description\" content=\"In this Webby Talk, WP Engine Director of Product Jason Konen discusses how AI is 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