7th of June 2023 by Alex Mungo
image of man in search generative experience

Google’s search engine is the result of two and a half decades of work by platform engineers who continue to develop a tool that meets the needs of users, and makes the most of new options as they become available. The latest features of Google’s search engine utilise artificial intelligence (AI), which is at the cutting edge of many new advances across the board of fields as diverse as medicine, science, and technology. These advancements in AI technology contribute to an increasingly superb search generative experience by improving the accuracy, relevance, and personalization of search results while enabling more natural and interactive interactions between users and search engines.

You can use Google Lens for conducting a search or you can move to it from inside whatever modality you are logged into and working from, all with a simple right click and select, whether from an app or a program. This ability streamlines work and projects and is user-friendly. In any month, users will carry out 12 billion visual searches with Lens and this is four times higher than what it was two years ago. Multimodal searches are also increasing.

The Google team decided to see what capacities a search engine with generative AI can have and how to bring these about. Generative AI capability grows in leaps and bounds and there are multiplicities of new things AI can do. Undreamed of breakthroughs are becoming the norm. This has resulted in exciting new changes in the type, depth, and breadth of your searches using the Google platform and in how the information returned is organised for ease of use. Search Labs is the latest kid on the block and is currently available for testing and experimentation to the everyday user who can apply to try it out.

Enhanced Search Using Generative AI

Whereas you may have made simpler searches before, gradually building up your knowledge of a topic, Search now enables you to start from more complex, layered search terms to arrive at new insights and knowledge far quicker than before on the older style of searching. This gets you to a full understanding of the topic you are interested in so that you can make faster decisions, such as where to go on holiday, book hotels, transport, and special lessons, such as scuba diving, and set up your itinerary in minutes from the comfort of your home. This is all the work of generative AI.

Google says, “With new generative AI capabilities in Search, we’re now taking more of the work out of searching, so you’ll be able to understand a topic faster, uncover new viewpoints and insights, and get things done more easily.”. Generative AI takes your complex search terms and returns key information with additional links to expand this yet further in the form of a snapshot. This is followed by questions you can click on, such as how long you should be on holiday for and activities for children in a specified age group based on your search terms. You will then be able to converse with the Google platform to get even more questions answered.

The context of your original search is retained. This continues across the questions and conservational exploration. Should you wish to, you can take divergent paths to other web-based content to expand the information you now have immediate access to from a single search.

Shopping with Generative AI

If you need to make a complicated purchasing decision, such as which phone to upgrade to, generative AI in Search gets you all the information and comparisons you need to choose between models or consider previously unknown devices. You will be given a list of factors that you need to take into consideration. All of this is accomplished with greater speed to get you to that final choice and processing of your order. With more relevant information at your fingertips, you can make better, more comprehensive decisions and come away from the transaction feeling satisfied. The information your search will yield includes the latest reviews, descriptions of products, images, and pricing.

Views and Insights

It is well known that consumers are interested in hearing what other people experience and how they feel about products. The generative AI used on the search platform provides a clear picture of what other consumers are saying. The quality of information provided remains high. Ads will still appear, showing relevant options, but clearly distinguished from search results.


In many ways, generative AI is still in its infancy. Thus, it has to be applied judiciously through trained search models. There is great scope for expansion of its capabilities, but these must be utilised with a mind to the current limitations and what is not yet known.

Search Labs

The Search Generative Experience (SGE) in Search Lab is an experiment that Google has launched in the USA. It can be accessed on the Google app or via the Chrome desktop. This will result in ongoing improvements to SGE.

AI continues to play a significant role in research and development in multiple fields.

Alex Mungo Founder Of Go Mungo SEO
Alex Mungo

Founder of Go Mungo SEO Alex has a passion for SEO, enjoying sharing his knowledge and experience through his writing.

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