AI Operations & Administration

Introducing Google's Search Generative Experience

The annual Google I/O conference is always a hotbed for innovation and this year was no different. 

The internet giant unveiled its latest brainchild – the Search Generative Experience (SGE). 

Far from being just an incremental upgrade, SGE represents a paradigm shift from the traditional hyperlink-based search results we're all so used to seeing in our Google search results; to presenting AI-generated responses to user queries, very prominently. 

Google's dominant position in the realm of web search suggests to me that this innovation will fundamentally alter the entire landscape of internet traffic. New Zealand businesses need to sit up and take notice.

Access and application of SGE

At time of writing, Google has only released SGE on a limited trial basis, only available to premium Google One customers and users of the yet-to-be-launched "Search Labs" in the United States. 

As is the case with most Google roll-outs however, I expect that we’ll be one of the first countries next in line to experience SGE in New Zealand, once Google starts rolling it out to more countries. 

To sign-up, go to the Google Labs page and look for the “Join The Waitlist” button for Search Search Experience.

This staggered roll-out implies a prudent strategy by Google of testing the waters, with the AI responses appearing variably: sometimes automatic, at other times on-demand, and occasionally, not at all. Google, understandably, will test the release on a small (if you can call the US small) subset of users before making improvements and rolling it out universally. 


An improved user experience

So, what SGE does this look like in practice? 

For straightforward queries like “What is Google Bard?”, SGE produces a comprehensive AI-generated response, in a similar “dialogue style” to ChatGPT answers. See below…

What Is Google Bard?

Note that the SGE response is complemented with suggested follow-up questions and additional links to relevant web pages. 

As mentioned above, initially while Google is trialling this product, in certain instances the AI response will need to be triggered manually by the user, which should make the user experience flexible and interactive. Again, I think this is smart by Google.


The (d)evolution of Featured Snippets?

I feel like SGE's innovative approach substantially improves upon the current Featured Snippets we are all so used to at the top of Google search results. 

Unlike the static text from a single source displayed in Featured Snippets, SGE's responses are dynamic and multi-referential, drawing from various related web pages. This provides users with a more expansive and nuanced perspective. 

Although Featured Snippets are currently still operational, they are now relegated below the AI responses. As AI answers gain traction, I’m picking that Featured Snippets may eventually be phased out by Google due to their likely redundancy.

This in itself is monumental news for SEO experts, who have been tactically chasing Featured Snippet placings for the past several years.


The rise of conversational search

An engaging feature of SGE is its chat interface, which mimics platforms like Google Bard or ChatGPT. 

SGE conversational follow-up

Note the “Ask a follow-up” option at the bottom of the screen.

Selecting a follow-up question unveils a chatbot-driven dialogue, thereby enriching the user interaction. 

To imagine a use case; this could be particularly impactful in sectors like e-commerce. 

I can easily imagine a simple product query evolving into a nuanced conversation about its merits and demerits, supplemented by additional links and multimedia content provided directly within the search or chat interface.


The advertising potential

From a commercial perspective, SGE opens up a plethora of advertising opportunities. 

Consider local searches; generative AI could conceivably collate an impression of a venue/restaurant/landmark, based on descriptions and reviews. 

It could even project average prices for services, such as hair salons. 

The smart integration of multi-sourced data that make up SGE answers will provide a more complete picture to the user, while simultaneously presenting advertising opportunities that are highly contextual and relevant.



SGE vs. ChatGPT

The million dollar question… which is a better and more useful experience; searching via Google’s SGE, or ChatGPT’s interface?

While I obviously don’t have access to SGE myself yet, being in New Zealand, from the research I’ve done, it looks to me like there’s a clear winner. At least there is for my particular search experience preferences.

Have a look at these two examples of the same search, in both platforms, and make your own judgments…

What is the fastest land animal - SGE

Google SGE. Image Source: Andy Simpson

What is the fastest land animal - GPT

ChatGPT. Source: Me.

For me, first impressions are that Google's SGE, when juxtaposed against OpenAI's ChatGPT, is a conclusive victor. 

The well-crafted user interface, multimedia integration, and the seamless incorporation of established Google services like Maps and Shopping into AI responses, create a superior user experience (for me). 

While some may argue in favour of ChatGPT’s minimalist and ad-free (for now) interface, the richer experience offered by Google is likely to hold broader appeal.

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