May 11, 2023, 1:01 pm | Read time: 3 minutes

Chatbots like “ChatGPT” and Microsoft’s search engine Bing are challenging Google Search. The company has therefore unveiled a new version of its search engine at its I/O developer conference. With the new “Search Generative Experience,” it aims to answer open-ended questions with tailored texts.

Google Search gets support from generative AI

“We are rethinking all our core products, including search,” said Sundar Pichai, CEO of Google’s parent company Alphabet, at the annual I/O developer conference in Mountain View, California. Generative AI will not only be integrated into the new search engine “Search Generative Experience” (SGE) but also into the email program Gmail, where it can provide text drafts. In Google Photos, the AI is expected to alter images according to the company’s vision, such as centering people or adding color to empty spaces.

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First test phase with Search Generative Experience in the U.S.

In Google Search, results from the Search Generative Experience will appear at the top. For instance, if you search for a travel destination with specific activities and places, you receive a tailored information text–complete with images and relevant links. SGE is also intended to assist with shopping. The search engine summarizes what to consider when purchasing and displays relevant images and product reviews.

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The SGE search engine is initially available for a test phase in the U.S., as stated by the company’s vice president, Cathy Edwards. There is a waiting list for it. But how does the AI handle misinformation on the internet? According to Edwards, accuracy and citing trustworthy sources are priorities for Google. Thomas Kurian, head of the Google Cloud division, told Reuters that the new technology will also be offered to companies for report creation, marketing, or operating chat assistants. Among others, Deutsche BankDBKGn.DE has been secured for a test run.

Pressure on Google grows

Google has long been synonymous with search engines and is widely used. However, the rise of generative AI is putting Google under pressure. Competitors are experimenting with different ways of delivering information from the internet–and, as in the case of ChatGPT, are causing a stir. OpenAI is developing the chatbot with Microsoft’s involvement. The AI can generate texts based on extensive data and a few keywords. It has gained new users at an unprecedented pace. For many, it is now considered the first standard version of generative AI. On the same basis as ChatGPT, Microsoft has designed its own chatbot and integrated it into its Bing search engine.

The development and deployment of generative AI is very costly. Microsoft has invested billions of dollars in OpenAI and is heavily aligning its business with it. Employees are also feeling the impact on their paychecks: Microsoft announced Wednesday that there will be no salary increases for full-time employees this year. The company cited the challenging economic environment. Together with the comprehensive shift to AI, investments in “personnel, business, and the future” must be carefully weighed.

With material from Reuters