Google Rolls Out Generative AI in Search As Opt-In Experiment

Google today announced it's bringing Search Generative Experience (SGE) to more than 120 countries,

including Singapore, as an opt-in experiment in Search Labs. The AI-powered experience, which is available in English, enables Search to answer queries it previously can't as well as transforms the way it organises information, helping you better make sense of what's out there.

SGE can provide you an overview of key information to consider and links to a wider range of sources on the results page, leading you to discover more content than you did before. You'll also find the answers you're searching for quicker as it organises information in such a way where you won't be overwhelmed.

You can also now type your queries in a conversational fashion as though you're talking to a person. For example, with a question like "Does honey ever spoil?", SGE delivers an overview and you'll see suggested next steps where you can tap a follow-up query like "How can you tell if a honey is spoiled" or type your own question. Google says these advanced AI capabilities can help you intuitively learn more about topics you're explorins.

Ads remain important in this new generative experience, Google says. That means you'll still see Search ads in dedicated ad slots throughout web pages. The search engine giant does promise to continue to uphold its commitment to ads transparency and ensuring ads are distinguishable from organic search results. As part of that promise, it'll continue to feature clear and transparent ad labels with the "Sponsored" label in bold black text.

While Google is confident in a lot of the systems that power SGE, it says that the experience would continue to improve over time with user feedback and training. The company also has guardrails in place, such as limiting the types of queries where generative AI appears, to make sure it continues to uphold Search's bar for quality.

SGE is available on Chrome desktop and the latest version of the Google App on Android and iOS. You can try it by tapping the Labs icon in the Google app or Chrome desktop.