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Google's Search Generative Experience is still in the experimental phase and is currently only available in the USA. SGE certainly represents one of the steps in the transformation of search as we know it, and for that reason it is certainly interesting to everyone. 

Generative AI has captured the attention of the tech industry for years, with ChatGPT, Bing Chat, and now Google's SGE taking the stage globally.


What is Google SGE?

Google announced Search Generative Experience at its I/O 2023 conference in May as a limited trial feature in the United States. Access is enabled by logging in to SearchLabs, the company's portal for various search-related experiments. The announcement follows Microsoft's campaign to integrate ChatGPT into a variety of products, including Windows, its Bing browser and other applications such as Word, Excel, PowerPoint and Teams.

As they say from Google itself: “We've developed completely new ways to search, based on our latest advances in artificial intelligence.”

SGE - internally known as Magi project - includes the ability of generative artificial intelligence to summarize large amounts of data into the Google search experience on Chrome whether you're using it on desktop, Android or iOS. You can also use SGE on a number of Chromium-based browsers such as Microsoft Edge. It's not strictly a chatbot like Google Bard, ChatGPT, or Bing Chat, but you'll see answers that will try to provide a comprehensive yet concise answer to some of the questions you have while browsing the web. In other words, SGE should give a complete picture without having to search multiple pages to get all the details.


How does SGE work?

When you enter a general search query or ask a question, you'll see that SGE inserts a summary at the top of the results page along with other illustrative elements such as an image, lines of code, a recipe, or other suggestions. To the right of the summary are the sources from which SGE allegedly obtains its information. Pressing the button in the upper right corner expands the source list and places it in the body of the summary.

At the bottom of the summary box are "prompts" that you can use to continue your search - this will bring you to a simplified chat interface with less emphasis on listed results. In the lower right corner is a link to Search Labs and user experience feedback buttons in the form of a thumbs up or thumbs down.

At the very top is a disclaimer noting that SGE is experimental and that the quality of information provided "may vary" – as with any generative AI product where potential "hallucinations" are an issue. Summaries may include inaccurate details without a reliable source. Sometimes SGE will mark an additional disclaimer at the bottom of the summary for health-related inquiries or not generate a summary at all.


What functions did SGE get recently?

SGE has already gained new capabilities to do things like write AI-powered summaries and create definitions of unfamiliar terms, in addition to improving coding answers, plus travel and product search answers.

One of the new features is AI image generation, where you can enter a prompt that states what type of image you want, such as a drawing, photo, or painting. SGE will return four results. The images can be downloaded as .png files, or the prompt that created the images can be changed to generate a new set of images. This feature is powered by Google Imagen text-to-image model.

Google thought about it how it can introduce this technology in a responsible way, meaning it added some pretty strict filtering policies to the product. These filters aim to prevent the creation of images that may be "harmful, misleading or explicit.

Another new feature is based on SGE's ability to serve as a writing assistant. SGE was already able to provide a written draft, something Google integrated with the idea that users might want to write an email message to companies whose ads or links they found through search. But now this draft writing feature can display different types of writing, whether the text is longer or shorter, or changing the tone to be more serious or casual.



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Made by Nebojsa Radovanovic - SEO Expert @Digitizer

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