GOOGLE's new search engine

Based on a Generative AI conversational assistant called Search Generative Experience (SGE), which will allow advertisements to be displayed. Thanks to SGE, users will be able to perform more specific and conversational searches through the search engine, which will return a previous answer showing a content generated with Generative AI and a series of direct links to further information (see+).

Examples:

Imagine you are planning to go on holiday to a certain city, you can't wait to go but you are not sure which monuments and museums you can't miss. As you usually do, you turn to Google to organise your trip and ask for information. Now, thanks to Generative AI, you can get a complete plan based on the days you are there and, of course, direct redirection to links of interest so that you can get more information.

Let's go with another example, think that you are looking for a dress for a wedding. You have a clear idea of the colour, the cut and even the brands that might suit your style. Thanks to the arrival of SGE you will be able to incorporate all this information in your search and the assistant will return the products that best suit your preferences. Moreover, in case you have forgotten any detail or want to ask for extra information, you will also have the option to "replicate" or respond to the answer you have been offered. So the agent plays with the context it already has.

It is precisely in these answers where Google has announced that promoted content, i.e. advertisements, will be included. Content paid for by advertisers will be clearly identifiable for users, as the organisation has assured that they are "committed to transparency and to making ads stand out from organic search results". Therefore, when ads are given in these responses, clear and obvious ad labels will continue to be displayed. This new functionality will evolve, just as the search engine itself and the advertising options within it have evolved, as the company learns more about user behaviour with SGE.

There is no doubt that we are facing a moment of change, which includes a modification of the way we search for and consume content on the web. Vidhya Srinivasan, VP and GM of Search Ads and Ads on Google Experiences, stated that "A really beautiful moment, as we have a deeper understanding of what the user is really looking for. And, in addition, we have the opportunity to revel in something that is very relevant.".

GOOGLE TARGET

Integrate Generative AI capabilities into the functionality offered to advertisers as well. In this way, some of the tools they already use, such as Permormance Max, will undergo changes. Thanks to this new feature, brands will only have to indicate what their website is and Generative AI will do the rest of the work, by offering them specific image or copy proposals so that they can use them.