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Artificial Intelligence assistance has become a more common feature in today’s devices. Facebook, Apple, Microsoft, and other huge tech companies are developing AI assistance projects, but Google is still leading in this sector. What is their secret? According to the company’s CEO, Sundar Pichai, it is its mapping data.

Over the years, Google Maps has accumulated massive amounts of geographic data that its competitors don’t have. Jen Fitzpatrick, who has been leading the Maps division since 2014, said in an interview with Business Insider that it is this mapping data that will make Google Maps the smart assistant of the future.

With other tech giants doubling their efforts to improve their mapping services, Google has taken this challenge to not just take what they have and keep it going, but to also set the bar higher and be the industry leaders by defining what next-generation maps are going to be like.

For example, Google has Local Guides, volunteers who add and edit millions of Maps data points for shops, restaurants, landmarks, and more. With the data they provide, Map users are able to get recommendations for more specific and complex queries, such as ‘pet-friendly restaurants that serve vegan food in Los Angeles’. It will become even more personalized by putting more emphasis on the user’s specific locations and past experiences. So if you want to plan a special celebration, it will provide you with suggestions on places that cater to large reservations on your desired event date. Those recommendations will be based on your personal profile and tastes, including restaurants you have frequented.

With this data, ads can also become even more personalized. For example, if you frequently visit stores that sell organic products, a new all-natural shop that just opened in your city could be suggested by Maps when you pass by.

Right now, Google Maps already included a lot of smart assistant features, such as allowing you to get a table at popular restaurants, or get a ride through Uber or Lyft. And with so much more to look forward to from this app, this can be just the beginning of a new chapter for Google Maps.