MUM (Multitask Unified Model)
MUM is Google's 2021 multimodal AI model that processes text, images and 75 languages simultaneously and understands complex multi-step queries.
MUM (Multitask Unified Model) is Google's successor to BERT and roughly 1000x more capable. It works multimodally (text + image + video) and multilingually (75 languages), meaning information from a Japanese source can answer an English query. MUM powers AI Overviews, Google Lens and AI Mode.
Example
Ask 'I climbed the Adams mountains, how should I prepare for Mount Fuji?' and MUM grasps the intent, compares gradient and altitude, pulls Japanese content and answers — all in one pass.
Frequently asked questions
How does MUM affect my SEO?
MUM powers AI Overviews and AI Mode. To be cited: write deeper (real expertise), cover follow-up questions, use clear sourcing, ensure E-E-A-T signals.
Is MUM live in the SERP?
Selectively yes. Google is rolling out MUM-powered features gradually: COVID info, Lens, AI Overviews (US/UK), AI Mode. Partially covered in Dutch.
Related terms
Further reading
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