Application of Machine Learning in Google Services- A Case Study

Abstract

Purpose: Google Search is currently the most preferred search engine worldwide, making it one of the websites with the highest traffic. It assists people in discovering the content they are searching for, from the large repository of the World Wide Web. Google has grown to be the best in the search engine market that it is the single most important variable to be considered when optimizing a website for search. There are many ranking algorithms used by Google to make the searching process more precise. Google has the vision “to provide access to the world's information in one click”. Machine learning is the most popular methodology applied in predicting future outcomes or organizing information to assist people in making required decisions.ML algorithms are trained over instances or examples through which they analyze the historical data available and learn from past experiences. By repeatedly training over the samples, the patterns in the data can be identified in order to make predictions about the future. Google, as an organization, can be a pioneer in ML, and as a technology product, can be a use case for machine learning. Here, a case analysis has been prepared on few applications of machine learning in the products and services of Google. Within this paper, we highlight their technological history, services with machine learning applications, financial plans, and challenges. The paper also tries to examine the various products of Google which apply ML, such as Google Maps, Gmail, Google Photos, Google Assistant, and review the algorithms used in each service.

Approach: The detailed survey method on secondary data is used for analysing the data.

Findings: Based on the developed case study, it is clearly evident that Google is using machine learning algorithms with few artificial intelligence features to enhance the quality of the services they provide.

Originality: A new way of analysis was performed to identify the methods used in the organization’s services.

Paper Type: Descriptive Case Study Research