By Rachel Robey
Trailblazing technologist and UW–Madison alumnus Brian Pinkerton ’86 has dedicated his career to advancing how we connect with information. From pioneering the first Internet search engine to leading teams at Amazon, Apple, and Roku, Pinkerton’s work has left an indelible mark on the technology landscape. In recognition of his remarkable career and monumental accomplishments in technological entrepreneurship, Pinkerton has received the inaugural Distinguished Achievement Award from the School of Computer, Data & Information Sciences at the University of Wisconsin–Madison.
A member of the Department of Computer Sciences Board of Visitors, Pinkerton has helped shape some of the most critical innovations in search technology and artificial intelligence, many of which have changed the ways we live and operate today. His early work building WebCrawler revolutionized access to online information, laying the groundwork for search engines to become essential tools in daily life. This accomplishment, a major leap forward in the digital era, marked the start of an extraordinary career dedicated to solving complex problems.
Reflecting on his journey, Pinkerton credits UW–Madison as foundational to his success. “One of the things I really appreciate about UW’s Department of Computer Sciences is that it’s a builder’s department. I really learned how to write software at Wisconsin,” says Pinkerton. “It gave me the ability to tackle incredibly hard problems and be fearless about it. I’m just so incredibly grateful for that.”
Pinkerton’s search for success
Over three decades, most of Pinkerton’s career has been dedicated to search. After creating WebCrawler, he went on to serve as director of search at Technorati, chief architect at Lucid Imagination, vice president of search at Amazon, chief technology officer at Chan Zuckerberg Initiative and chief architect of Siri at Apple. His current role as senior vice president of advanced development at Roku underscores his commitment to cutting-edge innovation in consumer technology.
A relentless learner, Pinkerton says his drive comes from his passion for discovery and a customer-focused approach. “It’s all about learning—I love to learn,” he explains. “Often what’s interesting is working on products that I want as a customer. That’s how WebCrawler started. I needed a search engine, so I made one.” Founded by Pinkerton in 1994, WebCrawler was the first Internet search engine. After selling it to America Online (AOL) in 1995, it went on to become the blueprint of most major search engines today.
Throughout his career as a tech innovator, his goal has remained simple: to help connect users to the information they’re looking for. Reflected on lessons learned, he recalled some of the most formative experiences of his career.
“Probably the best business training I got was working at Amazon,” says Pinkerton, who worked for the company from 2003-2004 and 2011-2016. The leanness of the business required everyone to be rigorous in their operations. “I really learned a lot from that kind of discipline,” Pinkerton explains. This lesson, he believes, is crucial for young professionals today, particularly in understanding the business side of technology.
His advice to students? “Learn the business side of things.”
“Even though it’s really fun to think about being at a startup, go work in a mid-size company—that’s where you can really learn the business side of things,” he continues. “It’s hard to find companies where you can do that as a computer scientist.”
A couple decades ago, Amazon was one such option. Here in Wisconsin, a burgeoning tech sector means there are ample opportunities to jump into a growing company, get your hands dirty, and grow your skills as you build new products, features, and capabilities.
“That’s another bit of advice,” says Pinkerton. “Really build stuff and lean into that, because that’s what you’re going to do in the world.”
Pinkerton’s impact is not confined to traditional technology. He urges students to apply their skills beyond the expected realms of computer science. Opportunities don’t have to be the cookie-cutter positions that you’d typically expect. In fact, some of the most formative experiences are the ones that may seem the least obvious.
“If you bring professional software development skills to a problem that’s not typically served by professional software developers, you can have a giant impact,” says Pinkerton. “And not just on a research project, but on humanity.”
Congratulations again to Pinkerton, whose outstanding achievements continue to inspire and shape the future of technology, and to the rest of the Distinguished Achievement Award winners.