In May, Google announced Search Generative Experience (SGE), which will change the way we search. It is different from Google’s conversational generative artificial intelligence chatbot, Bard. SGE is now available in India and Japan. Like in the US, SGE can be accessed via Search Labs opt-in and the languages supported in India are English and Hindi. There is a language toggle to allow users to move back and forth between the two.

Usually, when we research a topic, we key in our query in the search bar, the results show up and then we open 20-30 tabs using various links. Then we come back to Google and ask more questions on the topic, making the entire process cumbersome, even though we don’t always realise it because that’s how things have been for a long time.

How does it change with SGE? Once you have opted in for SGE through Search Labs, key in a query. For example: “Are north Goa beaches better than south Goa?” Google will give you an in-depth answer immediately with links it has referred to. You can ask follow-up questions or just continue with your regular Google search experience.

According to Hema Budaraju, senior director, product management, Search, Google: “We’re also seeing the highest satisfaction scores among younger users (18-24 year olds), who say they enjoy being able to ask follow-up questions conversationally.”

The follow-up queries can be interesting and it cuts down on the research process considerably. You can ask long, conversational questions, which Google understands. “We’ve also found that people are finding ads either above or below the AI-powered overview helpful, as they provide useful options for people to take action and connect with businesses,” said Budaraju.

What works in favour of SGE is that the experience is integrated into Search. You don’t have to look for another tool. “They like that they can easily scroll and access a broad range of sources on the web, in addition to what they see in the AI-powered snapshot,” said Budaraju.

Where Google scores points over rivals is accuracy. The answers are conservative at the moment but over time it will become more fluid. Further, the original source of the answer is kept at the front, so that users can refer to it.