Today Bing announced a new feature to their search service, called Adaptive Search.
With Adaptive Search, Bing will take a look at your previous search habits and learn from them to understand the context in which you are searching.
So if you are constantly searching about such things as computer programming, computer issues, and other computer related subjects, odds are most searches are going to be about – you guessed it – computers. I suppose an example in which searches could differ is when searching for ‘Java,’ where I would expect to see results relating to Java the programming language, a coffee addict would expect to see coffee.
If you follow the search business at all, this may be sounding somewhat familiar – and it should, because Google’s been doing this for awhile. It’s called Google Personalized Search, which appeared as early as 2004 and then finally became part of Google Search in 2009.
While adapting search based on previous search habits is good, it can have its own set of issues. Just because I am searching about computers quite a bit, it doesn’t always mean I am. Due to this, “The differences are generally quite subtle, but the more confidence we have about what your intent is, the more personalized the results will become,” according to the blog post. “We certainly don’t want to make any assumptions that prevent you from seeing a diverse set of results and lock you into a ‘filter bubble’, so the results that correspond to differing intents (e.g. travel to Australia) will still be available to you on the page.”
For those wondering, you can turn off the Adaptive Search feature, but only if you clear and/or turn off your search history.