Google’s announcement of new features for its generative AI search experiment provides insight into the company’s future plans for its core product.
On Wednesday, Google launched new capabilities for what it calls SGE (Search Generative Experience). The search giant also highlighted purchasing and travel as use cases. Compared to the product that was demonstrated at Google I/O in May, the snapshot at the top of the page now includes user evaluations, images, and product information. Instead of scrolling down the page and tapping on external links, users receive all of the required information in a streamlined format. This is beneficial for consumers, but potentially disastrous for publishers who rely on traffic from search engines.
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SGE is currently restricted to users with access to Labs, a testing ground for early-stage experiments, so the overwhelming majority of Google users have not yet tried it. However, today’s announcement provides one of the first examples of SGE in action, highlighting some of the ways in which traditional search could be disrupted.
In one sample, results for the question “What do people say about the Bean in Chicago?” Show a description of the famous Cloud Gate sculpture, also known as “the Bean,” along with articles cited by the response and user reviews pertinent to whether the attraction is worth the hoopla. The snapshot occupies the majority of the page, which is typically filled with search results.
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In a demonstration involving a search for the best bluetooth speaker for a pool party, Google displayed results that drew recommendations from online articles containing information on where to purchase the product.
While this is not shown in the demonstration, according to a Google spokesperson, when you click on one of the speakers, a panel displaying prices from retailers as well as reviews and considerations about the product opens. You can then proceed to the retailer’s website to purchase the item.
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Google prioritizes approaches that send traffic to publishers by including pertinent content in the snapshot, according to a Google spokesperson. However, this may also discourage users from clicking on the article, thereby reducing potential affiliate revenue.