How Google is improving Search with Generative AI

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class="article-meta__author-wrapper"> <div class="article-meta__abstract"> <div class="article-meta__abstract-aside"> <div class="article-meta__published-wrapper"> <p class="article-meta__published-at uni-body--small">May 10, 2023</p> <span aria-hidden="true" class="article-meta__separator">·</span> <p class="article-meta__read-time uni-body--small" data-reading-time-render>[[read-time]] min read</p> </div> <div class ="uni-social-share uni-social-share--mobile" data-component="uni-social-share-dropdown" > <a aria-label="Share" class="uni-social-share__trigger" role="button" tabindex="0" aria-expanded="false" data-analytics='{ "event": "page interaction", "category": "social", "action": "menu", "label": "label" }'> <svg class="h-c-icon h-c-icon--color-text" aria-hidden="true" title="Share" > <use xmlns:xlink="http://www.w3.org/1999/xlink" href="/static/blogv2/images/icons.svg?version=pr20250219-1743#social-share"></use> </svg> <div class="uni-social-share__button">Share</div> </a> <div 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data-analytics-module='{ "module_name": "Paragraph", "section_header": "Supercharging Search with generative AI" }'> <div class="uni-paragraph article-paragraph" data-component="uni-article-paragraph"> <div class="rich-text"><p data-block-key="eqsqk">For the past 25 years, we’ve been devoted to the science and the craft of building a search engine. We’ve developed completely new ways to search, powered by our latest advancements in AI — whether that’s searching visually with Lens, or across modalities, using both images and text with multisearch. In fact, people now use Lens for 12 billion visual searches a month — a four-fold increase in just two years, and a growing number of those searches are multimodal.</p><p data-block-key="684h1">With new breakthroughs in generative AI, we’re again reimagining what a search engine can do. With this powerful new technology, we can unlock entirely new types of questions you never thought Search could answer, and transform the way information is organized, to help you sort through and make sense of what’s out there.</p><p data-block-key="5l6cs">Today we’re sharing a look at our first steps in this new era of Search, and you’ll be able to first try these generative AI capabilities in <a href="https://blog.google/products/search/search-labs-ai-announcement">Search Labs</a>, a new way to access early experiments in Search.</p></div> </div> </div> <div class="module--text module--text__article" data-analytics-module='{ "module_name": "Paragraph", "section_header": "Supercharging Search with generative AI" }'> <div class="uni-paragraph article-paragraph" data-component="uni-article-paragraph"> <div class="rich-text"><h2 data-block-key="eqsqk">Improving Search with generative AI</h2><p data-block-key="5ogb7">With new generative AI capabilities in Search, we’re now taking more of the work out of searching, so you’ll be able to understand a topic faster, uncover new viewpoints and insights, and get things done more easily.</p><p data-block-key="36cie">Let’s take a question like “what's better for a family with kids under 3 and a dog, bryce canyon or arches.” Normally, you might break this one question down into smaller ones, sort through the vast information available, and start to piece things together yourself. With generative AI, Search can do some of that heavy lifting for you.</p><p data-block-key="bq3ih">You’ll see an AI-powered snapshot of key information to consider, with links to dig deeper.<br/></p></div> </div> </div> <uni-image-full-width alignment="full" alt-text="User asking SGE to evaluate two national parks that are best for young kids and a dog" external-image="" or-mp4-video-title="" or-mp4-video-url="" section-header="Supercharging Search with generative AI" custom-class="image-full-width--constrained-width uni-component-spacing" > <div slot="image-slot"> <img alt="User asking SGE to evaluate two national parks that are best for young kids and a dog" src="https://storage.googleapis.com/gweb-uniblog-publish-prod/images/IOM_BryceCanyon_Desktop_Launch.width-100.format-webp.webp" loading="lazy" data-loading='{ "mobile": "https://storage.googleapis.com/gweb-uniblog-publish-prod/images/IOM_BryceCanyon_Desktop_Launch.width-500.format-webp.webp", "desktop": "https://storage.googleapis.com/gweb-uniblog-publish-prod/images/IOM_BryceCanyon_Desktop_Launch.width-1000.format-webp.webp" }' > </div> </uni-image-full-width> <div class="module--text module--text__article" data-analytics-module='{ "module_name": "Paragraph", "section_header": "Supercharging Search with generative AI" }'> <div class="uni-paragraph article-paragraph" data-component="uni-article-paragraph"> <div class="rich-text"><p data-block-key="f9xny">Below this snapshot, you’ll see suggested next steps, including the ability to ask follow-up questions, like “How long to spend at Bryce Canyon with kids?” When you tap on these, it takes you to a new conversational mode, where you can ask Google more about the topic you’re exploring.</p><p data-block-key="2b765">Context will be carried over from question to question, to help you more naturally continue your exploration. You’ll also find helpful jumping-off points to web content and a range of perspectives that you can dig into.</p></div> </div> </div> <div class="module--text module--text__article" data-analytics-module='{ "module_name": "Paragraph", "section_header": "Supercharging Search with generative AI" }'> <div class="uni-paragraph article-paragraph" data-component="uni-article-paragraph"> <div class="rich-text"><h2 data-block-key="f9xny">Helping you shop with generative AI</h2><p data-block-key="4g9b9">With generative AI in Search, we can help you understand the full picture when you’re shopping, making even the most considered and complex purchase decisions faster and much easier.</p><p data-block-key="dkaft">When searching for a product, you’ll get a snapshot of noteworthy factors to consider and products that fit the bill. You’ll also get product descriptions that include relevant, up-to-date reviews, ratings, prices and product images. That’s because this new generative AI shopping experience is built on <a href="https://blog.google/products/shopping/shopping-graph-explained/">Google’s Shopping Graph</a>, which has more than 35 billion product listings — making it the world’s most comprehensive dataset of constantly-changing products, sellers, brands, reviews and inventory out there. In fact, every hour, more than 1.8 billion listings are refreshed in our Shopping Graph to give people fresh, reliable results.</p></div> </div> </div> <uni-image-full-width alignment="full" alt-text="Result for a generative AI search for e-bikes" external-image="" or-mp4-video-title="" or-mp4-video-url="" section-header="Supercharging Search with generative AI" custom-class="image-full-width--constrained-width uni-component-spacing" > <div slot="image-slot"> <img alt="Result for a generative AI search for e-bikes" src="https://storage.googleapis.com/gweb-uniblog-publish-prod/original_images/IOM_Bike_Desktop_inSHELL-PR_230506_01.gif" > </div> </uni-image-full-width> <div class="module--text module--text__article" data-analytics-module='{ "module_name": "Paragraph", "section_header": "Supercharging Search with generative AI" }'> <div class="uni-paragraph article-paragraph" data-component="uni-article-paragraph"> <div class="rich-text"><h2 data-block-key="f9xny">Featuring a wide range of voices and sources</h2><p data-block-key="1mhme">We know that people want to hear <a href="https://blog.google/products/search/google-search-perspectives">insights from others</a> to help inform their decisions, so we’ve designed these new experiences to highlight and drive attention to content on the web, making it easy for people to dive deeper on the topic they’re learning about. As we bring generative AI into Search, we’re committed to continue sending valuable traffic to sites across the web.</p><p data-block-key="do78a">We also believe that ads are a vital piece of how the web works, and help people find relevant products and services. In this new generative experience, <a href="https://blog.google/products/ads-commerce/google-search-ads-generative-ai">Search ads will continue to appear</a> in dedicated ad slots throughout the page. And we’ll continue to uphold our commitment to ads transparency and making sure ads are distinguishable from organic search results.</p></div> </div> </div> <div class="module--text module--text__article" data-analytics-module='{ "module_name": "Paragraph", "section_header": "Supercharging Search with generative AI" }'> <div class="uni-paragraph article-paragraph" data-component="uni-article-paragraph"> <div class="rich-text"><h2 data-block-key="f9xny">Taking a responsible approach</h2><p data-block-key="51doc">There are known limitations with generative AI and LLMs, and Search, even today, will not always get it right. We’re taking a <a href="https://www.google.com/search/howsearchworks/google-about-SGE.pdf">responsible and deliberate approach</a> to bringing new generative AI capabilities to Search. We’ve trained these models to uphold Search’s high bar for quality, and we will continue to make improvements over time. They rely on our hallmark systems that we’ve fine-tuned for decades, and we’ve also applied additional guardrails, like limiting the types of queries where these capabilities will appear.</p><p data-block-key="2277u">To evaluate the information for yourself, you can also expand your view to see how the response is corroborated, and click to go deeper.</p></div> </div> </div> <div class="module--text module--text__article" data-analytics-module='{ "module_name": "Paragraph", "section_header": "Supercharging Search with generative AI" }'> <div class="uni-paragraph article-paragraph" data-component="uni-article-paragraph"> <div class="rich-text"><h2 data-block-key="f9xny">Starting with Search Labs</h2><p data-block-key="cn699">We’re starting with an experiment in <a href="https://blog.google/products/search/search-labs-ai-announcement">Search Labs</a>, called SGE (Search Generative Experience), available on Chrome desktop and the Google App (<a href="https://play.google.com/store/apps/details?id=com.google.android.googlequicksearchbox&hl=en_US&gl=US&pli=1">Android</a> and <a href="https://apps.apple.com/us/app/google/id284815942">iOS</a>) in the U.S. (English-only at launch), so we can incorporate feedback and continue to improve the experience over time.</p></div> </div> </div> <uni-image-full-width alignment="small" alt-text="Animation of Search Labs app experience" external-image="" or-mp4-video-title="Search Labs" or-mp4-video-url="https://storage.googleapis.com/gweb-uniblog-publish-prod/original_videos/IO23_Search_Labs_Light_2_4hDZ9dj.mp4" section-header="Supercharging Search with generative AI" custom-class="image-full-width--constrained-width uni-component-spacing" > </uni-image-full-width> <div class="module--text module--text__article" data-analytics-module='{ "module_name": "Paragraph", "section_header": "Supercharging Search with generative AI" }'> <div class="uni-paragraph article-paragraph" data-component="uni-article-paragraph"> <div class="rich-text"><p data-block-key="f9xny">We’ll be opening up signups for Search Labs today, with access to SGE beginning in the coming weeks. Just tap the Labs icon in the <a href="https://search.app.goo.gl/?link=https://www.google.com/search/about?url%3Dgoogleapp://home?min-version%253D262%26source%3Dsmp.23q2USLabs.14&afl=https://labs.google.com/search?source%3Dsmp.23q2USLabs.14&apn=com.google.android.googlequicksearchbox&amv=301236523&ifl=https://labs.google.com/search?source%3Dsmp.23q2USLabs.14&ofl=https://labs.google.com/search?source%3Dsmp.23q2USLabs.14&efr=1&isi=284815942&ius=googleapp&ibi=com.google.GoogleMobile&source=smp.23q2USLabs.14">Google app</a> or Chrome desktop to express your interest, and visit <a href="https://search.app.goo.gl/?link=https://www.google.com/search/about?url%3Dgoogleapp://open-url?url%253Dhttps://labs.google.com/search%25253Fsource%253Dsmp.23q2USLabs.31%2526min-version%253D262%26source%3Dsmp.23q2USLabs.31&afl=market://details?id%3Dcom.google.android.googlequicksearchbox%26url%3Dhttps://www.google.com/search/about?url%253Dgoogleapp://open-url?url%25253Dhttps://labs.google.com/search%2525253Fsource%25253Dsmp.23q2USLabs.31%252526min-version%25253D262%2526source%253Dsmp.23q2USLabs.31&apn=com.google.android.googlequicksearchbox&amv=301236343&ofl=https://labs.google.com/search?source%3Dsmp.23q2USLabs.31&efr=1&isi=284815942&ius=googleapp&ibi=com.google.GoogleMobile&ifl=https://apps.apple.com/app/id284815942?ppid%3D8f4d8362-6a5d-4fac-a18b-6780270b3536%26pt%3D9008%26mt%3D8%26ct%3Doo-pmm-web-Labsinstall-SGEBlog2&source=smp.23q2USLabs.31&al=https://www.google.com/gahomescreen?source%3Dsmp.23q2USLabs.31">labs.google.com/search</a> to learn more.</p></div> </div> </div> <div class="newsletter-form article-newsletter-form" role="form" data-component="uni-subscribe" data-analytics-module='{ "module_name": "Newsletter", "section_header": "Get more stories from Google in your inbox." }'> <div class="newsletter-form__container" > <div class="newsletter-form__envelope" aria-hidden="true"> <div class="envelope-back"> <img src="/static/blogv2/images/newsletter-envelope-back.svg?version=pr20250219-1743" role="presentation" alt="" > </div> <div class="envelope-letter-approved"> <img src="/static/blogv2/images/newsletter-envelope-letter-approved.svg?version=pr20250219-1743" role="presentation" alt=""> </div> <div class="envelope-letter-google"> <img src="/static/blogv2/images/newsletter-envelope-letter-google.svg?version=pr20250219-1743" role="presentation" alt=""> </div> <div class="envelope-front"> <img src="/static/blogv2/images/newsletter-envelope-front.svg?version=pr20250219-1743" role="presentation" alt=""> </div> </div> <div class="newsletter-form__error" role="dialog" aria-labelledby="subscribe_err_label"></div> <div class="newsletter-form__form-container" id="newsletter-form--form"> <form data-method="POST" data-action="https://services.google.com/fb/submissions/thekeywordnewsletterprodv2/" class="newsletter-form__form"> <h2 id="subscribe_box_label" class="newsletter-form__title"> <span class="newsletter-form__title--sr-visible">Get more stories from Google in your inbox.</span> <span aria-hidden="true">Get more <span class="newsletter-form__title--highlight">stories from Google</span> in your inbox.</span> </h2> <div class="newsletter-form__controls-container"> <div class="newsletter-form__input-container"> <div class="kw-form-input"> <input class="kw-form-input__field uni_subscribe_email" name="email" id="uni_subscribe_email" type="text" placeholder=" " required aria-required="true" aria-label="Email address" autocomplete="email" /> <label class="kw-form-input__label" for="uni_subscribe_email" aria-hidden="true"> Email address </label> <div class="kw-form-input__error uni_subscribe_email--error" aria-live="assertive"></div> </div> </div> <p class="newsletter-form__info-paragraph"> Your information will be used in accordance with <a class="newsletter-form__link-google-privacy" tabindex="0" href="https://policies.google.com/privacy" target="_blank" data-analytics-onclick='{ "event": "page interaction", "category": "newsletter", "action": "article page - in-line", "label": "screen 1: privacy policy", "contentType": "blogv2 | article page" }' >Google's privacy policy.</a> </p> <button class="kw-button kw-button--high-emphasis newsletter-form__submit" aria-label="Subscribe" data-content-type="blogv2 | article page" data-page="in-line" data-page-type="article page"> Subscribe </button> </div> </form> </div> <div class="newsletter-form__loading"> <div class="newsletter-form__loader"> <div></div> <div></div> <div></div> <div></div> </div> </div> <div class="newsletter-form__success"> <div class="newsletter-form__success-text" > <p class="newsletter-form__success-text--intro newsletter-form__success-text--done-text" tabindex="-1" role="status" aria-live="off" aria-atomic="false"> Done. 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"https://policies.google.com/terms" }'>Terms </a> </li> <li class="h-c-footer__global-links-list-item"> <a class="h-c-footer__link uni-click-tracker" href="https://about.google/" data-analytics='{ "category": "navigation", "action": "footer", "label": "{name}", "pagePath": "https://about.google/" }'>About Google </a> </li> <li class="h-c-footer__global-links-list-item"> <a class="h-c-footer__link uni-click-tracker" href="https://about.google/products/" data-analytics='{ "category": "navigation", "action": "footer", "label": "{name}", "pagePath": "https://about.google/products/" }'>Google Products </a> </li> <li class="h-c-footer__global-links-list-item"> <a class="h-c-footer__link uni-click-tracker" href="/about/" data-analytics='{ "category": "navigation", "action": "footer", "label": "{name}", "pagePath": "/about/" }'>About the Keyword </a> </li> </ul> <ul class="h-c-footer__global-links h-c-footer__global-links--extra h-no-bullet"> <li class="h-c-footer__global-links-list-item h-c-footer__global-links-list-item--extra"> <a class="h-c-footer__link uni-click-tracker" href="https://support.google.com" data-analytics='{ "category": "navigation", "action": "footer", "label": "{name}", "pagePath": "https://support.google.com" }'> <svg class="h-c-icon h-c-icon--24px h-c-icon--footer" aria-hidden="true" > <use xmlns:xlink="http://www.w3.org/1999/xlink" href="/static/blogv2/images/icons.svg?version=pr20250219-1743#mi-help"></use> </svg> Help </a> </li> <li class="h-c-footer__global-links-list-item h-c-footer__global-links-list-item--extra uni-footer-language"> <div class="uni-picker" data-component="uni-lang-picker"> <select name="language" class="uni-picker__order-menu" aria-label="Select a language"> <option label="Bahasa Indonesia (Indonesia)" value="/intl/id-id/" class="uni-picker__item" > Bahasa Indonesia (Indonesia) </option> <option label="Deutsch" value="/intl/de-de/" class="uni-picker__item" > Deutsch </option> <option label="English" value="/" class="uni-picker__item" selected="selected" > English </option> <option label="English (Africa)" value="/intl/en-africa/" class="uni-picker__item" > English (Africa) </option> <option label="English (Australia)" value="/intl/en-au/" class="uni-picker__item" > English (Australia) </option> <option label="English (Canada)" value="/intl/en-ca/" class="uni-picker__item" > English (Canada) </option> <option label="English (India)" value="/intl/en-in/" class="uni-picker__item" > English (India) </option> <option label="English (MENA)" value="/intl/en-mena/" class="uni-picker__item" > English (MENA) </option> <option label="Español (España)" value="/intl/es-es/" class="uni-picker__item" > Español (España) </option> <option label="Español (Latinoamérica)" value="/intl/es-419/" class="uni-picker__item" > Español (Latinoamérica) </option> <option label="Français (Canada)" value="/intl/fr-ca/" class="uni-picker__item" > Français (Canada) </option> <option label="Français (France)" value="/intl/fr-fr/" class="uni-picker__item" > Français (France) </option> <option label="Italiano" value="/intl/it-it/" class="uni-picker__item" > Italiano </option> <option label="Nederlands (Nederland)" value="/intl/nl-nl/" class="uni-picker__item" > Nederlands (Nederland) </option> <option label="Polski" value="/intl/pl-pl/" class="uni-picker__item" > Polski </option> <option label="Português (Brasil)" value="/intl/pt-br/" class="uni-picker__item" > Português (Brasil) </option> <option label="Türkçe (Türkiye)" value="/intl/tr-tr/" class="uni-picker__item" > Türkçe (Türkiye) </option> <option label="Česko (Čeština)" value="/intl/cs-cz/" class="uni-picker__item" > Česko (Čeština) </option> <option label="اللغة العربية (MENA)" value="/intl/ar-mena/" class="uni-picker__item" > اللغة العربية (MENA) </option> <option label="中文 (台灣)" value="/intl/zh-tw/" class="uni-picker__item" > 中文 (台灣) </option> <option label="日本語 (日本)" value="/intl/ja-jp/" class="uni-picker__item" > 日本語 (日本) </option> <option label="한국어" value="/intl/ko-kr/" class="uni-picker__item" > 한국어 </option> </select> </div> </li> </ul> </section> </footer> <div id="base-scripts" data-scripts='[ { "url": "/static/blogv2/js/csp/gtm.js?version=pr20250219-1743", "options": { "async": false, "defer": true } }, { "url": "/static/keyword/js/all/index.js?version=pr20250219-1743", "options": { "async": false, "defer": false } } ]'></div> <div id="extra-scripts" data-scripts=""> </div> <script> var base_scripts = document.querySelector("#base-scripts").getAttribute('data-scripts'); base_scripts = JSON.parse(base_scripts); var extra_scripts = document.querySelector("#extra-scripts").getAttribute('data-scripts'); if (extra_scripts) { extra_scripts = JSON.parse(extra_scripts); } else { extra_scripts = []; } var scripts = base_scripts.concat(extra_scripts); scripts.forEach(function(scriptObj) { var s = document.createElement('script'); s.async = scriptObj.options.async; s.defer = scriptObj.options.defer; s.src = 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