Google keeps investing in AI which it uses for videos, speech, and translation. It has now started using it for searches. This system is called Rank Brain. It converts vast amount of written language into mathematical entities called vectors. This conversion is facilitated by AI. It takes the unfamiliar queries by comparing them to familiar queries. The results are filtered. Hundreds of signals are received by an algorithm before the search results appear. Rank Brain is one such signal, but is a significant signal. Google has made machine learning a transformative process. Facebook too uses AI techniques to filter the newsfeed. Microsoft uses AI to enhance capabilities of its Bling search engine.