Google Adds More Generative AI Capabilities to Search

Google’s AI Innovations, Search Generative Experiences, and SEO

We’re taking a responsible and deliberate approach to bringing new generative AI capabilities to Search. We’ve trained these models to uphold Search’s high bar for quality, and we will continue to make improvements over time. They rely on our hallmark systems that we’ve fine-tuned for decades, and we’ve also applied additional guardrails, like limiting the types of queries where these capabilities will appear. We launched our generative AI-powered Search experience (SGE) less than three months ago, and we’re encouraged that the early feedback has been positive. Since the initial rollout, we’ve continuously made improvements to make the experience even more helpful. In fact, we recently announced updates including more images and videos in overviews, improvements to how links are displayed and more.

google generative ai search

Google’s new version of search brings generative AI right into the internet’s most popular webpage. To access SGE, you can find it in the Search Labs section of the Google app on Android and iOS and on Chrome on the desktop. The feature, which was first launched only in the United States, was rolled out this week in the two countries, and users will have the choice to opt in for it. Therefore, Google SGE or generative AI search is not going to end the current economy around Google Search and online advertisements. You will still be able to see advertisements, and ad agencies or brands will be able to promote their products and services on Google Search. Keep reading to find out what is SGE or generative search on Google, its working process, advantages, limitations, and most importantly, how to use it today.

[Explained] How to Enable/Disable Generative AI Search on Google

Starting from the likes of and Bing Search, introducing generative AI into search seems to be the trend. While they are genuine concerns about the quality of information that generative AI tools, most of them still in their infancy, can produce, the push toward AI seems to be an irreversible trend. Three months after it released a generative AI-powered Search experience in preview, Google is adding several useful new features. Within this sea of content, Google wants to make it faster and easier for you to find what you’re looking for. So Google’s Snippet and its AI result are in direct competition with one another, right there on your screen.

google generative ai search

The model essentially aims to figure out what the next best word should be when generating sentences, a process that’s been described as “autocomplete on steroids.” The motive is to allow internet users to ask complex and conversational questions to the Google Search engine itself without their having to depend upon other AI tools. In response, they will get replies just like you were talking to a subject matter expert. However, while ChatGPT is unable to research the internet and get the latest result of a complex search query with multiple variables, Google SGE can.

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Beta testing in Google Labs seeks to curb these sorts of results and impose safety protocols for users before its large-scale release. Google plans to initially release Google SGE to one million users Yakov Livshits exclusively in the United States, gradually increasing to 30 million users by the end of the year. Marketers won’t start to see the full impact of Google’s generative AI search engine until 2024.

Yakov Livshits
Founder of the DevEducation project
A prolific businessman and investor, and the founder of several large companies in Israel, the USA and the UAE, Yakov’s corporation comprises over 2,000 employees all over the world. He graduated from the University of Oxford in the UK and Technion in Israel, before moving on to study complex systems science at NECSI in the USA. Yakov has a Masters in Software Development.

google generative ai search

He has a soft spot for cutting-edge AI tools, remains a dedicated Android user, and tinkers with PHP and Python code in his free time. Generative AI is a subset of AI research that focuses on creating new content using previous references. Google is moving quickly to add ChatGPT-like features to search, but whether users will find them useful remains to be seen. Product searches, for instance, synthesized material from different reviews, but it was not immediately obvious how the brief summaries might improve the search experience. The most recent SGE updates, introduced on Aug. 15, include a feature that lets users see definitions within AI-generated responses. This feature lets users hover over certain words to preview definitions and see diagrams or images related to the topic.

Google Adds Visual Examples to Generative AI Search Responses

Hallucinations are a big issue in generative AI – and Google said it is very sensitive about not giving false or inaccurate information, especially on YMYL topics (e.g., health, finance). Google won’t give you answers for everything you might ask it, Liz Reid, VP of Search at Google, told us. Google is trying to be careful with this new version Yakov Livshits of Google Search, which will show answers for safer queries. But, for now, you can only gain access to Google’s new Search Generative Experience (SGE) through a Google Labs waitlist – which means you may be waiting weeks before you can play with it directly. Google’s new Generative AI Search Engine is a feature not available for general users.

google generative ai search

This is why many bloggers are terrified that browsers will get the answers they need right in search and never need to read full articles (meaning, lower traffic). This is not Bard, Bard was designed to showcase what the LLM models can do. This experience is specifically designed for search and works differently, as showcased above. Google said this new search experience uses a “variety of LLMs,” including but not limited to MUM and PaLM2.

The generative AI in Google search has been enhanced to offer a more intuitive and visually appealing search experience. This includes the addition of images to the AI-powered overviews, providing users with a richer understanding of their search topics. In certain overviews where visual demonstrations are beneficial, videos will also be included, adding another layer of depth to the search experience. Google’s updates to its Search Generative Experience product reflects both its search and generative AI strategy.

At its recent developer conference (I/O 2023), Google announced a couple of AI-related features that will definitely make its products more exciting to use. What this means is the AI feature will make search results smarter and more responsive when you search for anything; information, products, or places to visit. Schema involves focusing on designing content with context to provide as many signals as possible to help generative AI models understand the context with schema. Schema is now essential, not optional, for giving context to search engines. According to Liz Reid, Google’s vice president of search, with this new experience Google will limit its response capacity to some areas in order to make queries more and more secure.


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