Google’s SGE: A New Way to Search the Web


Google has recently launched a new feature in its search engine that allows users to interact with generative AI and get more relevant and concise information. The feature, called SGE (Search Generative Experience), is now available in India and Japan, after being tested in the US since May.

What is SGE and how does it work?

SGE is a generative AI system that uses natural language processing and machine learning to understand user queries and provide answers in a conversational way. Users can opt-in to SGE through Search Labs, a section of Google Search where users can try out new and experimental features.

When users type or speak a query, SGE will generate an overview of the topic, along with suggested follow-up questions that users can click or tap to refine their search. Users can also ask their own follow-up questions in full sentences, as SGE can handle complex and conversational queries.

SGE aims to provide accurate and trustworthy information quickly and in a bite-sized form. Users can also access a broad range of sources on the web by clicking on a new arrow icon in the overview, which will display relevant web pages and additional context.

Why is SGE popular among young users?

According to Google, SGE has received positive feedback from users, especially from younger users (18-24 year olds), who say they enjoy being able to ask follow-up questions conversationally. Google says that this age group has the highest satisfaction scores with SGE, as they find it more engaging and interactive than traditional search results.

A New Way to Search the Web

Google also says that SGE encourages users to try queries that they never may have thought they could search for before, creating new opportunities for Google to be helpful. For example, users can ask SGE to generate content such as poems, stories, code, essays, songs, celebrity parodies, and more using their own words and knowledge.

How does SGE support multilingual users?

SGE is also designed to support multilingual users, especially in India, where many people speak more than one language. Users in India can choose between English and Hindi languages with a language toggle, and switch between them easily. SGE also supports voice input and verbal responses, which are popular among users in India.

Users in Japan can use SGE in Japanese language only, as Google says that it is working on expanding the language support for SGE in the future. Google also says that it is looking forward to launching SGE in more countries soon.

What are the challenges and opportunities for SGE?

SGE is an ambitious project that aims to revolutionize the way people search the web using generative AI. However, it also faces some challenges and limitations, such as ensuring the quality and reliability of the information generated by SGE, as well as respecting the privacy and preferences of the users.

Google says that it is doing ongoing work to refine its systems to know when SGE is most helpful as an addition to the Search experience. It also says that it is listening to user feedback and suggestions to improve SGE and make it more useful and enjoyable for everyone.

SGE is a new way to search the web that offers users a more personalized and interactive experience with generative AI. Users can opt-in to SGE through Search Labs and explore various topics and content using natural language queries. SGE is now available in India and Japan, with more languages and countries coming soon.


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