This June 2023 article covers Google’s early Search Generative Experience announcement. The examples show the experiment discussed at that time, rather than the current Search interface or feature availability. For a marketing team, the useful question is how an answer-led search result helps people understand the product and whether it sends relevant visitors who complete a meaningful next step.
Table of Contents
Generative AI vs. Traditional Search Results
Traditionally, when searching for information, users have to break down a complex question into smaller ones, sort through the vast information available, and start to piece things together. With the new generative AI capabilities, Google Search can now do some of the heavy lifting for users, providing an AI-powered snapshot of key information to consider and suggesting next steps, such as asking follow-up questions. The context will be carried over from question to question, helping users more naturally continue their exploration. 
Ads in the New Search Experience
As Google brings generative AI into Search, they remain committed to featuring ads as a vital part of the web ecosystem. In this new generative experience, Search ads will continue to appear in dedicated ad slots throughout the page, and Google will continue to uphold its commitment to ads transparency and ensuring that ads are distinguishable from organic search results.
Google Shopping Results and Generative AI
Generative AI in Google Search will also enhance the shopping experience. When searching for a product, users will receive a snapshot of noteworthy factors to consider and products that fit the bill, including relevant, up-to-date reviews, ratings, prices, and product images. These new features are built on Google’s Shopping Graph, which has more than 35 billion product listings, providing fresh, reliable results. 
Privacy Challenges and Advertiser Preparedness
While the new Search capabilities offer exciting possibilities, they also present challenges. One of these is privacy. A topic we cannot look past, nowadays. While this topic wasn’t addressed directly by Google, based on their past practices, they are likely to remain committed to respecting user privacy while providing personalized search results and ads.
Implementation Timeline
The announcement described an initial experiment in Search Labs, called SGE. Its first rollout was described for U.S. English users on Chrome desktop and the Google app. Those were 2023 launch conditions, not a statement that current AI search features have the same name or availability.
Testing the New Search Experience
Interested users can sign up for Search Labs to test these new features. The SGE (Search Generative Experience) experiment will provide an AI-powered snapshot of key information to consider when a user enters a query. As well as suggested next steps and the option to ask follow-up questions in a conversational mode.
Conclusion and Adoption Trends
A search experiment should be evaluated through observed use and relevant outcomes, rather than assumed adoption. For a brand, keep product explanations accurate and useful, then distinguish visibility in an answer from site visits, qualified enquiries and revenue. This article records the early announcement; it does not forecast those results.
