Google has started public testing of its generative AI search, introducing AI-generated summaries in main search results for a select group of more complex queries in the United States. The tests are conducted even for users who have not enrolled in the Search Generative Experience program.
The aim of this trial, as reported by Search Engine Land, is to showcase AI-generated answers in the top search results. A Google spokesperson mentioned that the test covers a subset of queries on a small percentage of U.S. search traffic. The AI summaries will focus on intricate searches where information from various sources could be beneficial.
Google is currently experimenting with different versions of this new search feature, which may not be universally rolled out to all users in the future. By testing this without SGE registration, Google aims to gather feedback from a wider audience to assess the usefulness of the technology.
Despite the competition posed by OpenAI and Microsoft, as well as emerging LLM search startups like Perplexity.ai, Google remains a dominant force. However, OpenAI is already hinting at an ad-free AI search offering that could address the common shortcomings of existing systems such as bias and hallucination.
To counter this competition, Google introduced the Search Generative Experience (SGE) last year, providing direct AI responses, interactive features like follow-up questions and chatbot-like interactions, as well as AI-generated images, draft text, and webpage summaries.
This move has sparked discussions around the accountability of AI-generated content and Google’s position as a competitor to traditional media outlets. The potential evolution of Google from an open web interface to a more closed platform akin to social media platforms raises further questions about its social impact.
