Bing Introduces Adaptive Search For More Personalization
By Kurt Steinbrueck
September 21, 2011 
4 Comments
Bing has announced a new change to their search algorithm, namely Adaptive Search. This new feature is an attempt to give more relevant results by trying to figure out the context of your search query based on your previous search history.
What Exactly Is Adaptive Search?
One of the biggest problems for search engines is ambiguity in search queries. If you search for china are you looking for a country or a set of dishes? What Adaptive Search does is look at your search history to try to determine what you mean by “china”. So, if you’ve been looking up facts about the country, they will bump up results related to the country, but if you’ve been shopping for dishes, then they will bump those results up.
This is done not only with specifically related searches, but general indications of interest. So, you won’t necessarily have to have search about the country of China, but if your search history indicates an interest in travel or Asia, etc. Bing will use that to guess that you probably want info about the country of China.
Bing’s stated desire is to make searching with Bing more like interacting with a friend. A friend knows who you are, what your interests are, what your skills are; basically, the type of person you are. So, a friend more often understands the context of the questions you ask and thus answer with a more appropriate answer. They think their search engine should be able to do the same thing.
Choice
One of the things I really liked is that Bing offers an easy opt out option on the left side of the page. To use Adaptive Search, you turn on your search history and to see less personalized results that don’t use Adaptive Search you can simply turn off your search history. You can actually switch back and forth whenever you want. So, you can do one search with the search history on and then do another with it off. Bing also gives you the option to delete specific items from your search history.
Filter Bubble
Bing also indicates they are keeping the whole “filter bubble” issue in mind as they do their personalization. They say they use personalization to be able to provide “adjacent” results (results related to what you may normally like, but a little different. They also provide an easy opt out.
Here’s a video describing Adaptive Search:
What do you think?
Do you think adaptive search is a good innovation?
Do you think adaptive search will put people in to the filter bubble even more?
Good job i really like its.
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