I'm sure you've heard and read a lot about how AI is changing marketing in various ways. We know that ChatGPT from OpenAI initially sparked a lot of interest, however it is not the only player in the AI field. Its impact did push Google to invest more in AI, leading to the creation of the new Google Search Generative Experience (SGE).  
So in this blog, we are going to explain what SGE is and how to implement it.  
A close up of someone using their laptop to search online

What is Google Search Generative Experience? 

In May 2023, Google introduced the Search Generative Experience during its I/O conference. And now, Google is making this AI-powered Search experience (SGE) available to more people, by allowing people in India and Japan to access Search Labs. They're also helping users easily find web pages that provide AI-generated summaries of information and sharing what they've figured out so far. 
It was offered as a trial option in the United States, and people could join by signing up on the Search Labs waitlist, where Google tests different search-related ideas. This news followed Microsoft's efforts to incorporate ChatGPT into several of its products like Windows, Bing, Word, Excel, PowerPoint, and Teams. 
SGE brings the power of generative AI to improve the Google search experience. Whether you're using Google Chrome on a computer, Android, or iOS device, you'll be sure to notice this enhancement! 
Unlike chatbots such as Google Bard, ChatGPT, or Bing Chat, SGE doesn't just chat with you. Instead, it provides concise yet comprehensive answers to your search queries online. 
In recent months, Google has been trying out new things with artificial intelligence in Search. They're using a special feature called Search Generative Experience (SGE) to learn from people who are testing it in Search Labs. They've made it better by adding more abilities like showing videos, images, local details, and travel suggestions in the responses. 
In simple terms, SGE aims to give you a complete understanding without making you browse through multiple pages to find the details. 
A human hand fist bumping a robot

How to use Google SGE 

When you search or ask something, SGE adds a brief summary at the top of the page with pictures, code lines, recipes, or suggestions. Next to the summary, you'll find where SGE got its info. Click the button at the top-right to see more sources.  
Under the summary, you can find follow-up prompts if you wish to keep searching. This leads to a more straightforward chat-like screen focusing less on listing results. In the bottom right, there's a link to Search Labs and thumb-up and thumb-down feedback buttons. 
At the very top, there's a note that SGE is experimental and the quality of the information might vary. As with any generative AI product, there's a possibility of inaccurate information being included in the summaries, and sources might not always be clearly traceable. Additionally, SGE might include disclaimers for certain types of queries, such as health-related searches, and might not generate a summary in some cases. 
In August, Google also introduced several new sub-features for SGE. 

Is Google SGE available in the UK? 

Google have stated that they are starting with an experiment in Search Labs, called SGE (Search Generative Experience), available on Chrome desktop and the Google App (Android and iOS) in the U.S. (English-only at launch), so they can incorporate feedback and continue to improve the experience over time. 
So unfortunately, Google SGE is currently only available for users in the US. The latest SGE search outcomes are presently in beta testing (as of July 2023) and have not yet been introduced in the UK. Since SGE is still in beta, there may be numerous alterations and improvements to the appearance of the fresh Google search results.  
Google SGE displayed within search engine results pages

How is Google search changing with AI? 

Here are the main changes coming to Google search with the help of AI: 
Conversational Understanding: Google SGE can now understand and respond to questions in a more natural and chat-like way, similarly to how we talk. This helps it grasp user intent better, delivering accurate and contextually relevant search results. 
AI-Powered Snapshots: SGE generates instant snapshots with AI-generated information to answer user queries. These snapshots gather insights from various sources to provide the best answers. These responses show up right below the search bar with a distinct background, making them stand out from regular results. 
Vertical Search: SGE is handy for specific search types like shopping or local searches, where multiple factors come into play. For shopping, SGE creates AI-powered snapshots with vital details such as descriptions, reviews, ratings, prices, and images. This assists users in making informed purchase choices quickly. 
Comparative Results: In the new SGE search, AI-generated snapshots now compare multiple businesses side by side. This user-focused approach lets users evaluate various options. For instance, if someone looks up 'charity volunteering in Bristol', SGE will show a range of sources for comparison, based on the user's preferences. This personal touch helps users find what suits them best. 
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