Exploring the Impact of Google’s New Generative AI on Search


In this update, we take a closer look at how Google’s Search Generative Experience (SGE) could be transforming the way we search.

In the ever-evolving world of online search, Google's newest innovation, generative AI, is leading us toward a more personalised and enriching experience. In this update, we take a closer look at how Google’s Search Generative Experience (SGE) could be transforming the way we search.

After testing in the US, Google announced that they would be trialling SGE in the UK earlier this month. Here are four of our key takeaways from potential changes you could see if the update eventually rolls out.

Understanding You Better

The traditional search methods that we all know and love rely solely on keywords - you get what you ask for, even if it isn’t exactly what you mean. Generative AI delves deeper than this, making sense of the nuances of human language and behaviour, so that the results provided are more likely to truly resonate with what you’re after.

Tailored Just for You

In the same way a good friend can give you the best advice because they really get you, SGE results are like personal recommendations based on a whole host of factors. By considering your past searches and preferences, it crafts an experience that feels uniquely yours.

Building Bridges Across Languages

Language barriers no longer stand in the way of exploration. The language processing and translation abilities of generative AI make it perfect for accessing information in multiple languages. Maybe it’s time to say Bonjour, Hola, and Hej to more authentic results, depending on what you’re searching for.

A World of Possibilities

There are lots of factors that go into making a decision. SGE does the heavy-lifting of bringing different insights all into one place, helping you make informed decisions, faster. By providing an AI-powered snapshot, and then providing links to highlight and drive attention to content on the web, SGE can help you uncover new viewpoints that will be valuable to you.

In conclusion

Google’s generative AI is an exciting technological advancement that has the potential to change our perception of search. As it continues to evolve, it promises to make our online experiences more personal, inclusive, and enjoyable. 

As of right now, it’s still a trial: there’s no guarantee that the features will ever be rolled out in full. The UK experiment will only involve a small proportion of search traffic, selected from logged-in users. Long story short - there’s nothing to worry about just yet - but we wanted you to know that we’ll be optimising your websites’ performance in the new look SERPs if Google does decide to go all out.  We’ve got you covered.

As your digital partner, we’re here to support you. If you want to learn more, you can check out Google’s product update and their overview of SGE. Or, feel free to get in touch with a member of the team and we’d be more than happy to chat.