Google’s AI-Enhanced Search Set to Become the New Standard

Last year, Google integrated a generative AI feature into its search engine, offering a ChatGPT-like summary of search results exclusively to Chrome users who opted in. This feature, known as Google’s Search Generative Experience (SGE), is transitioning to become the default search method for many users in the US, even without opting in or being logged into a Google account.


Reported by Search Engine Land, SGE provides a concise summary of search outcomes at the top of the search results page, including links for further information. Initially an opt-in feature for Chrome users, it has now started to roll out as the default option for a broad user base across the US.


This update could be seen as Google’s move to compete with OpenAI’s advancements in AI search tools, such as ChatGPT, which has garnered significant popularity. Despite OpenAI’s challenge, Google remains the predominant search choice globally, and it’s anticipated that overtaking Google’s dominance in the search market will require OpenAI to offer a significantly superior user experience.


As the AI landscape evolves, Google’s initiative to make SGE the norm for search highlights the tech giant’s commitment to staying at the forefront of AI integration into everyday digital tools.