Google’s New Search Generative Experience: What To Expect

31 May, 2023 AI, Google Features, Google News

For quite some time, tech experts and media gurus have been saying that artificial intelligence (AI) will transform life as we know it. (Sorry if that’s a bit dramatic). As we may picture talking robots in our minds, there are more realistic ways AI can be used to make our daily lives easier. This is where Google’s new Search Generative Experience comes in.

What is the new Google Search Generative Experience?

Google Search Generative Experience (SGE) is a new AI feature integrated into Google’s existing search engine platform. It is currently experimental, yet it is proving promising for enhancing users’ online experience. This AI feature will generate thoughtful answers to users’ questions by pulling information from websites it feels best answers the inquiry. The response will be displayed in a box above Google’s search results listing and include clickable links to the websites synthesized. There will also be an “Ask a follow-up” box for users to add more information to their prompt or find the answer to a related question.

Given that artificial intelligence perceives, synthesizes, and infers information all on its own, Google is being cautious with what topics it is allowing this feature to generate answers for, as of right now, at least. For example, Google is not providing AI-generated answers for questions in the medical or financial space or any topics perceived as explicit or dangerous. Google intends to ensure that only high-quality information is shared through this tool.

What is Google’s five-point approach to generative AI in search?

  1. Information needs – Google seeks to decrease the number of steps it takes for a user to find an answer to their question.
  2. Information quality – Google wants to share only the most high-quality information with its users.
  3. Safety constraints – Google will prioritize putting accurate information into the world that doesn’t perpetuate misinformation.
  4. Ecosystem – Google wants to increase websites’ traffic by citing and linking where their AI-generated responses come from.
  5. Ads – Google hopes to intentionally place ads that are relevant to users’ experiences and can offer additional information.

How can you sign up?

Because Google SGE is in its experimental phase, it has yet to be available for all users. However, to see this new tool in action, you can go to Google Search Labs at to sign up for the waitlist. In waves, Google will allow small batches of users to try it out and provide feedback.

What could Google SGE mean for advertisers?

Advertisements will appear similar to any other ads on Google. They will be in devoted ad spots with the “Sponsored Ad” label. Once again, while Google SGE is in the experimental stage, advertisers won’t be able to track how their ads perform. However, because this feature has yet to be opened to the public, there is little data to share anyways. Google will monitor all advertisements’ performance to create the most optimal ad experience and analyze the unique benefits the feature may offer advertisers.

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