It has been observed that during a personal crisis, many people turn to Google for support. It has also been found that every day, the company fields searches on topics like suicide, sexual assault, and other domestic abuse. But Google has come up with a plan to do more to direct people to the information they require, and says new artificial techniques that better understand the complexities of language that are helping.

Specifically, Google is incorporating its latest machine learning model, MUM, into its search engine to more accurately recognize a wider range of personal crisis searches". The company brought MUM to public attention at its IO conference last year, and has since used it to augument search with features that try to answer questions connected to the original search.