Multi-module projects require analyzing entity identities, the co-occurrences of words, information in visual, audio, and tactile modalities. It relies on the latest research advances, topic modeling, natural language processing, knowledge graphs, and an overview of how each is being implemented on Google Search. Google is relying more on Multitask Unified Model (MUM) to improve the customer journey across organic search, Lens, Google Maps, the Google Assistant other surfaces. MUM is multi-modal and manages vision, auditory, and language understanding simultaneously. Traditional AI models can only assess one modality of information at a time. They can take in text, images, video, or audio — but typically not all at once as MUM does. It helps retailers sell products. Google demonstrates that MUM would understand a product image and connect it with consumers' questions. It then surfaces a blog or product page with relevant details.