Google recently expanded its trial of generative AI-powered results through Google Search in what it calls its “Search Generative Experience.”
The company has been testing the additional functionality in a few select markets, including the US, India, and Japan since May.
Now, it is rolling this same functionality out to 120 additional countries and supporting four new languages.
The functionality generates a summarized report that sits at the top of search results and is based on input from its search algorithm.
Users can ask specific questions and receive concise overviews that provide links to the websites on which results are based.
Since the prototype’s initial rollout in May, the team has made improvements, including blocking content results that sit behind paywalls and making the interactive follow-up questions more user-friendly.
Google is responding to Microsoft’s use of generative AI in its Bing search engine, which has historically failed to gain a substantial market share.
As Microsoft began to embed Bing Chat into its Edge browser, Google was forced to respond.
While Microsoft went deep with OpenAI and its industry-leading large language model ChatGPT, Google went broad with partnerships with multiple AI companies like Anthropic, Cohere, and AI21 to create its own large language set.
The results are a more interactive search session, which represents a huge change in the interaction model for searching that users experience.
In addition to English, Japanese, and Hindi, users can generate results in Spanish, Portuguese, Korean, and Indonesian.
The list of the 120 countries involved in the expansion can be found here.