If last week I was talking about the biggest threat of artificial intelligence being the lack of visibility for brands and professionals (a problem we have been dragging around for some time), today I read in The Verge the announcement about the changes that Google is testing in its search engine (with 92% market share) by introducing artificial intelligence. It is about the Search Generative Experience (SGE)
What is Search Generative Experience (SGE) ?
This is a change that would represent a giant step saudi arabia mobile number owner name towards transforming the search engine with the largest market share worldwide thanks to generative artificial intelligence.
Google's search engine would go from recommending the best search results to trying to give you answers to your questions directly.
Google would offer us a specific recommendation for our search, giving us the answer and a series of additional information based on our search.
How does Search Generative Experience (SGE) work?
To explain it, nothing better than one of the examples they used in their presentation (here is the link to the full video ).
When searching for “ bluetooth speaker for a pool party ”, the search engine returns this page of results:
Google search generative experience SGE
Artificial intelligence will completely change the Google search engine
Provides recommendations to consider when purchasing a speaker.
On the right you can see 3 purchasing guides.
Above these guides is a speech bubble menu that displays the links from which the information was obtained.
Below we show you different models from various stores.
Below all this would be the results that we could find now by performing this search.
It is important to note two things:
Generative search results are still in the experimental phase.
Artificial intelligence will not be present in all searches, it will only do so when it believes that it adds value to the result offered.
Well, thirdly, if Google has shown it in a presentation, it means that this change is coming, what is not clear is when and with what nuances.
What will be the consequences of Google's change in introducing generative artificial intelligence in searches?
I think answering this question will take us some time and several articles on this blog, but here are my first impressions:
Quality and accuracy of the information offered : I understand that Google will start by offering results about which it has greater confidence.
How will you answer complex questions that require more data to provide an adequate response? (such as budget needed, uses, level of knowledge, etc.)
User response : If you use the search engine with a certain amount of critical thinking, this should not be a problem, as you will be able to distinguish between quality results and bad ones (as we have been doing until now). But I am concerned about what may happen to those people who blindly believe whatever appears.
Visibility (or lack thereof) for other brands and professionals : If the visibility and traffic we receive through organic traffic has been declining for several years, what consequences will this change have?
We will surely change our habits and start scrolling more , we will develop our critical capacity (I hope) and we will see changes in the role of the rest of the digital actors (social networks, messaging, etc.) in the information search process.
The need to invest in a brand strategy with a more human and audience-friendly approach will only increase.
How Google Advertising Works – This one hasn’t escaped your notice, but how will it change the way Google advertises and how you get into search results? If it starts giving the best recommendations, how will it charge brands without “perverting” the results generated by artificial intelligence?
I will continue to investigate and give you my impressions, but my recommendation is that you start to inform yourself now and think about how to benefit from artificial intelligence instead of waiting for it to arrive. How can I apply it in my work? How will it affect my company? These are questions that we should ask ourselves now.