Google takes Gen AI to its home turf — web search

Google on Thursday rolled a new experiment in India for people to experience Gen AI in Google Search. The new search feature will enable users to get an overview of important information to consider alongside suggested links to delve deeper

Since the launch of Microsoft-backed OpenAI’s ChatGPT in November, big tech firms have been building their own versions of conversational artificial intelligence (AI) tools. When Microsoft announced AI-powered updates for its search engine earlier this year, CEO Satya Nadella teased Google, saying “They [Google] are the 800-pound gorilla [in web search], and with our innovation, they will want to come out and show that they can dance.” 

And the ‘800-pound gorilla’ did make some moves. But not as people expected it to. The search giant performed a foxtrot, and not an impromptu breakdance. It is continuing to move through the ball room in steady circles gauging the landscape.  

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Google’s moves in connection with Generative (Gen) AI have been measured and slow paced, particularly after its disastrous Bard launch in February. After a few iterations of Bard, the Alphabet-owned company has finally found it comfortable to experiment on its home turf — the web search. 

Building on its search and AI experience, Google on Thursday rolled a new experiment in India for people to experience Gen AI in Google Search. These features will be available under its Search Generative Experience (SGE), which is an opt-in experiment in Search Labs. 

The new search feature will enable users to get an overview of important information to consider alongside suggested links to delve deeper. It will also help them find answers more quickly, making the search experience faster. Gen AI on Google can do the heavy lifting in terms sorting vast amount of information. This feature will also help with coding queries and debugging. 

Under India-specific features, the search giant has included a toggle function that will let users switch between Hindi and English. Currently it offers only Hindi option, and Google has not mentioned whether it plans to roll it out to other languages.