In 2024, Google’s Search Generative Experience (SGE) will continue to evolve as consumer interest in AI-powered search grows. Google is focusing on enhancing search with AI, including faster response times and new ad formats. The evolving landscape of AI in search includes new opportunities for content discovery, changes in ad formats, and the potential impact on organic search traffic.-
Google’s focus on AI in search is due to growing consumer demand for AI-powered search. A survey revealed that the AI-powered product people are most interested in is search, along with other AI products such as smart assistants, shopping recommendations, and ads.
Over 25% of users trust AI-powered search results, brand recommendations, and ads. A survey showed that users have trust in AI-powered search for unbiased results, recommended brands, and ad relevancy.
There is a significant interest in AI-powered search, with 29% of adults saying they would switch to AI-powered search. Millennials are especially willing to make the switch.
Google’s CEO, Sundar Pichai, described the evolution of search with generative AI as one of Google’s top priorities. Google aims to increase the speed of AI responses in search and is testing new ad placements to enhance the search experience.
Users have responded positively to ads in AI-powered search, finding them helpful in providing options to take action and connect with businesses. Advertisers can expect native ad formats to fit into AI-powered search responses.
Google’s dataset advantage gives it a lead in search compared to its competitors. Google has the largest set of consumer data, which allows it to provide search results and experiences tailored to users’ needs.
Gemini, a family of large language models, is being utilized in Google products to boost the speed and performance of AI responses. Gemini will help power the Search Generative Experience and other Google products.
Over one-third of Search Generative Experience results include local packs, highlighting the impact of AI-powered search on local SEO. AI-powered search also offers product viewers for shopping assistance.
Google DeepMind highlighted the role of large language models in elevating search, offering advanced capabilities such as synthesizing data and generating creative content. DeepMind also provided a sneak peek into what’s in store for the future, including Google Bard Advanced.
Concerns have been raised about the potential infringement of copyright and the impact on organic search traffic with the Search Generative Experience. However, the demand for generative AI tools and AI-powered search, as well as the monetization potential, outweigh these concerns.
To adapt to AI-powered search experiences, marketers should shift towards long-tail and conversational keywords, create diverse content types, use proper markup schema, and diversify their traffic sources. It is also important to monitor keyword intent and experiment with AI-powered search engines.