New Business

Nicola Björk

United Kingdom

+44 7432 209 464

Knightsbridge, London, SW1X 7JF


+61 406 231 506

Lavender Bay, Sydney, NSW, 2060


+91 8626 879465

Sector 74, Mohali, Punjab, 140308

Generative AI
News & views

From Local to Global: Generative AI in Search Takes Over 120+ Territories!

November 10, 2023

The Search Generative Experience (SGE) has undergone its most significant worldwide expansion to date, which includes the addition of support for four new languages as well as the delivery of beneficial new enhancements. (Generative AI)

Image: Google

In the latest updates, Google has been diving deep into the potential of generative AI within its search system to completely transform how we search. They’re on a mission to offer users fresh and quicker methods to find what they’re looking for. At the heart of this effort lies the introduction of the Search Generative Experience (SGE).

SGE leverages the incredible potential of AI to deliver concise yet comprehensive overviews that amalgamate the most pertinent and beneficial information for your search queries. By doing so, it streamlines the search process, offering not only a quicker means of obtaining results but also enhancing the overall effectiveness of searches. SGE represents a significant stride towards a more user-centric and efficient search engine that caters to the evolving demands of the digital age.

As Google’s explorations continue, it remains an exciting time for both users and the field of AI as we witness the transformation of search from a traditional, time-consuming process to a dynamic, AI-powered discovery mechanism.

Generative AI in search is already expanding Google’s ability to cater to a diverse array of information requirements, particularly those that thrive on diverse perspectives. Thanks to the Search Generative Experience, Google is now presenting an increased number of links and offering access to a broader spectrum of information sources right on the search results page. This innovation is effectively broadening the horizons for content discovery, unlocking fresh avenues for users to explore a wealth of information from various sources.

As Google has persistently enhanced the user experience, its expansion has reached international frontiers, extending beyond the United States with recent launches in both India and Japan. The reception in all three countries has been overwhelmingly positive, with users expressing high satisfaction. Notably, people are discovering that generative AI proves exceptionally valuable when dealing with intricate inquiries that might not have crossed their minds as traditional search queries. This positive feedback underscores the global applicability and utility of generative AI, and we look forward to further enriching the search experience for users around the world.

Google is excited to announce the introduction of generative AI in Search to over 120 new countries and territories, along with support for four additional languages, in our most extensive global expansion to date. Moreover, Google is unveiling a series of enhancements, initially debuting in the United States, designed to render the Search Generative Experience (SGE) even more interactive. These improvements encompass streamlined follow-up queries, AI-driven translation assistance, and the inclusion of expanded definitions for topics such as coding. This expansion and the forthcoming upgrades signify our commitment to empowering users worldwide with a more interactive, multilingual, and insightful search experience.

Launching in more than 120 new countries and territories, plus four new languages

Today marks a significant milestone as Google extends the reach of Search Labs and SGE in English to over 120 new countries and territories globally, including Mexico, Brazil, South Korea, Indonesia, Nigeria, Kenya, and South Africa. In this expansive journey, Google is also introducing support for four new languages within SGE: Spanish, Portuguese, Korean, and Indonesian. This means that users, including Spanish speakers in the U.S., can now harness the power of generative AI in search of their preferred language, fostering an even more inclusive and accessible search experience for people around the world.

Search Labs presents an innovative avenue for users to explore early-stage experiments within Search, accessible via the Google app (Android and iOS) and Chrome desktop. To embark on your journey with Search Labs, once you are enrolled, simply activate the SGE experiment to begin. For users in the newly added countries, access via Chrome desktop is now available, with access via the Google app set to be enabled in the coming week. This dynamic platform empowers users to delve into emerging search technologies and provide valuable feedback, contributing to the evolution of the search experience.

Testing an easier way to ask follow-up questions

Through extensive testing of generative AI in search, Google has gleaned valuable insights indicating that people find great value in the ability to pose follow-up questions, as it mirrors a more natural approach to information-seeking and deeper exploration of topics. Google is now delving into a novel experiment that empowers users to pose follow-up questions directly from the search results page. This innovation allows users to seamlessly continue their exploration of a subject with easy access to their previous queries and search results, including dedicated ad slots for search ads displayed throughout the page. Google’s commitment to enhancing the search experience is further exemplified by this user-centric feature.

Image: Google

Imagine you initiated a search for “how to run with my beagle,” and now you’re intrigued by “hiking with a beagle.” In such instances, simply tap to input your question and let your curiosity steer your search journey. This feature will gradually become available over the next few weeks, commencing with English in the United States. Rest assured, Google is committed to refining and enhancing this experience continually to cater to the evolving needs and preferences of users. Your quest for knowledge is set to become more seamless and engaging with this innovative functionality.

Adding more context to your translations

In the realm of language translation, there’s often an element of interpretation required. It’s not unusual for a single word to have multiple meanings, some of which conventional translation tools might not be able to easily distinguish. Take, for example, the translation of “Is there a tie?” from English to Spanish. On the surface, it appears to be a simple task. However, the word “tie” can potentially allude to both a piece of clothing and a contest without a victor, adding a layer of complexity that highlights the nuanced nature of language translation.

Thankfully, generative AI within search offers a solution to navigate such linguistic ambiguity. Shortly, when you request a translation for a phrase containing words with multiple potential meanings, Search will underline those terms. By tapping on any of these underlined words, you can precisely convey the intended meaning, ensuring clarity in your communication. This feature can also come in handy when specifying gender for particular words, demonstrating the adaptability and precision that generative AI brings to language translation.

This AI-driven translation feature is on the horizon and will soon be available in the United States for English-to-Spanish translations. Furthermore, Google has plans to extend its coverage to encompass more countries and languages shortly. Stay tuned for an expanding world of precise and context-aware translations.

Showing definitions for coding and health information

Back in August, Google introduced an innovative and interactive method for accessing definitions related to educational subjects such as science, economics, and history through AI-enhanced summaries. Building upon this success, Google is expanding this feature to encompass additional domains, including coding and health-related information. On relevant search queries, specific words will be highlighted, enabling you to hover over them for instant definition previews or explore related images. This enhancement is scheduled to roll out over the next month, starting with English in the United States, and anticipates further expansion to additional countries and languages soon. Stay tuned for a more comprehensive and immersive learning experience.

Read more tech news here to see how the latest market developments could shape your digital experience.

Customer EngagementDigital MarketingGenerative AIgoogle
Shikha Rana

Words by
Shikha Rana

More News
Share This Article