Google’s new Generative AI Search: How can brands work their way around - Exchange4Media

Experts point out that brands, advertisers, and search engine experts will need to grasp the new functionalities introduced by Google SGE and adapt their strategies accordingly

When Google infused Search, the company’s foundational product, with Generative AI, and rolled out the Search Generative Experience (SGE) on August 31, it was but the first response to the peril posed to its search dominance by Microsoft’s new ChatGPT powered Bing search browser.

In its next offensive in the quickly emerging AI wars, it was announced, at the Google for India event held earlier in October, that there will be an enhanced visual feed for searches, with filters that will help users customize their discoveries and purchases within SGE. And India is also the first market in the world with bilingual results for SGE, available in both Hindi and English.

Google also announced that in the coming months it would be adding features on the search page results for products by allowing consumers to chat directly with the brands advertising their wares, thereby streamlining the purchase journey, meaning that being one of the brands to pop up on top has become more complex.

Now that SGE is live, Preetham Venkky, Chief Digital Officer, DDB Mudra, says, “You can see how you don't even get to organic search results in the first fold. Just look at the user experience: you open it, first you get SGE that's practically half the screen, and then it's sponsored ads. And then you get the organic results. So...

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