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Everything To Know About Google SGE (Search Generative Experience)


The Google Search Generative Experience is a feature that takes generative AI to find relevant data after analyzing users’ queries using natural language processing and other technologies. It can answer complex questions and converse with the users, unlike traditional search results.

- Updated: 22nd Feb 2024, 05:23 IST
  • 1
    What is Google SGE?
    • How all this can change with Google SGE?
    • How Does Google SGE Work?
    • Google Search Generative Experience Availability
    • Why Would You Need Google SGE?
    • Google SGE isn’t foolproof (Drawbacks)
    • How to Sign Up For Google Search Generative Experience (SGE)?
    • How to Enable Google Search Generative Experience (SGE)?

The year 2023 is synonymous with the term ‘generative AI’ which has changed how we find information on the internet. Bigwigs such as Samsung, Qualcomm, Apple, and Google have been actively working on improving their generative AI capabilities. Google recently launched the Google Gemini, Google Search with generative AI and other features that not only organise the information but essentially help users unlock entirely new views and insights when they search for something.

Google Search Generative Experience (SGE) is Google’s latest approach toward revamping search results compared to the traditional methods. However, most people don’t know what Google SGE is. It may be a baffling topic but trust me, it is something you should be on the lookout for. Let’s dive into this topic a bit to know more.

Also Read: How Google’s Generative AI Will Change The Way We Search

What is Google SGE?

SGE stands for Search Generative Experience. It is Google’s latest approach towards revamping traditional search results using AI at the helm.

Let’s say you search for something on Google – “Best formal shoes”. As usual, Google will find relevant results matching your query. The results usually have shopping listings, websites that sell or have information on the topic as well as images, videos, etc.

Once Google returns with the searches, it becomes your task to drill down further to get the exact answers. For instance, you could narrow down the search with queries such as “best formal shoes for parties”, “best formal shoe brands”, etc. In case you hit a jackpot with favourable results, it is more or less a manual task to scour through information to find a perfect match.

Also Read: How To Turn On or Off Google SafeSearch

How all this can change with Google SGE?

Google SGE

Run the same query on Google SGE and instead of returning traditional results (that are usually on the same page as well), the search engine giant refines the experience using generative AI. It doesn’t just answer such a basic question or a keyword but it can answer very specific questions as well such as “What are the best men’s formal shoes for parties from any American luxury shoe brands”.

how to use Google SGE

Google SGE basically analyses your queries, understands the context and scours through the internet, reads through seller and user reviews, and almost everything relevant to the query, and shows you key takeaways and results that match the query. Moreover, Google SGE lets you converse with the AI to answer your queries regarding the search to finetune the results based on your inputs.

Google SGE search results
Google Search Results

Now use the same logic across any queries, be it for phones, and devices, how to install solar lights, fun activities nearby, best schools for toddlers in {location}, etc., and Google SGE will find the best results for you. The feature can cut back the time and effort that you’d otherwise have to invest while scouring through tons of websites to find relevant information. 

Also Read: Interesting Facts About Google Bard We Bet You Didn’t Knew

How Does Google SGE Work?

Now that you know what Google SGE can do, your next question would be, how does it work? Well, let’s find out.

Latest statistics reveal Google processes 5.9 million searches every minute. It has a search index size of 100,000,000GB where it stores through billions of webpages on the internet using web crawlers, systematically organizing the web pages using 100+ ranking signals that dictate which page/website will show up when a user searches for relevant terms. Google already has several hundred zettabytes of data that it can use to train AI models and that’s what we see with AI features such as generative AI.

Google uses all this data, and feeds them into its sophisticated AI algorithms and large language models (LLMs). These models are trained to understand the context behind a user’s query, the user’s behaviour and other metrics, and return apt results all at lightning-fast speeds. OpenAI’s ChatGPT works similarly with GPT models trained on large amounts of data that enable the AI to furnish results based on the user’s queries.

Google uses Pathways Language Model 2 (PaLM 2) to power its generative AI. It is the same model that works behind Gmail’s “Help me write” feature and the search engine giant has expanded it further to include deep learning, machine learning, and natural language processing. All these technologies combined offer Google’s SGE the capability to not only answer a user’s query but also process the context behind them, and the connotation, run natural language processing, and formulate responses based on its understanding.

Google SGE isn’t just a generative AI for questions and answers. Rather, it offers follow-up suggestions using smartcards that you can select to refine your searches or converse with AI. 

Google Search Generative Experience Availability

Google Search Labs

Google Search Generative Experience (SGE) is available in more than 120 countries including India, Mexico, Nigeria, Kenya, South Korea, and South Africa, among others. You can carry on your searches with SGE in English, Hindi, Japanese, Indonesian, Korean, Portuguese, and Spanish albeit more languages are being added as we speak.

Google SGE is available across both Android and iOS Google Chrome and Google apps. It is also available via Google Chrome desktop although limited by the countries it is available. Of course, you can argue SGE’s unavailability in many countries including Europe and Dubai, however, Google is actively working on bringing its state-of-the-art SGE features across the globe so all it takes is a bit of wait.

Why Would You Need Google SGE?

 Let’s check out why you should use Google SGE.

Google SGE is effortless & less invasive

Okay, Google SGE works effortlessly’, how? Unlike OpenAI ChatGPT where you have to log in to their website, sign up, and get done with your business, Google SGE is straight-up less invasive. All you have to do is go to the good old Google search, type in your query, and bingo, the AI will converse with you right away without taking too much effort. 

Answers complex topics

You can search queries on Google with a single motive or angle, however, go for multiple clauses like “White shoes with black shoelaces” and you will find yourself in a bulk of websites to find for yourself. And the same goes for complex questions. With Generative AI, all your queries undergo analysis for context. The AI essentially breaks down complex queries and returns apt results based on what it feels ‘you are asking’.

Conversational Results

Google has worked immensely on its SGE to host you with an interactive experience that a traditional search lacks. Thus, there are not just questions and related questions but rather Google SGE sends you on a journey with logical follow-up questions so that you can drill down with in-depth information about the topic to get insightful details such as how a vegetable like spinach will work best for your body type and how including it in your diet could bring changes

Direct & Fast

No need to gather information from multiple sources and websites. Google SGE does it for you and quickly. It navigates through millions of web pages to bring appropriate answers to your queries that can have ‘n’ number of clauses such as “What is atomic weight, valence electrons, atomic number, total number of atoms in argon” (by the way, this question had four sub-questions that the AI will answer in a single search result.

Also Read: How To Do Generative AI Search On Google?

Google SGE isn’t foolproof (Drawbacks)

Even with the most sophisticated AI algorithms and models in place, Google SGE is just an AI and it has drawbacks. For instance, it could supply you with potentially inaccurate data and it may be the biggest flaw especially when you consider Google for medical-related questions (why though). 

There are a few other shortcomings that we hope will be plugged up soon. For instance, Google’s PaLM 2 has been linked to obscurity due to its closed nature. Thus, exactly how it decides to show responses remains a matter of concern and a transparency issue for many. 

How to Sign Up For Google Search Generative Experience (SGE)?

Before you can try experimental features such as the Google SGE, you need to sign up on Google Labs. Here’s how.

  • First, go to the Google Labs website on your device and log in via your Google account.
  • Next, look out for the ‘Search Powered by Generative AI’ section and hit the ‘Get Started’ button. 
  • Review the T&C and hit the ‘Submit’ button.

How to Enable Google Search Generative Experience (SGE)?

Once you are done with signing up for labs, here’s how you can enable the Google SGE.

  • First, open the Google Chrome browser (or other supported browser) on our device and search for Google’s homepage.
  • You should see a ‘Labs’ icon on the top-right corner just after ‘Gmail’ and ‘Images’ so click on it.
  • Finally, toggle the icon on the “SGE, generative AI in search” card and you are good to go. 

That’s it, and once done you can access and take full advantage of Google Search Generative Experience (SGE).

Also Read: Best AI Websites That You Should Try Today!

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Highlights of the Story

  • Google has been doubling down its efforts in generative AI with Gemini and Search Generative Experience.

  • Google SGE works on the PaLM 2 model trained over an expansive dataset that understands users’ queries before answering them.

  • Unlike traditional searches, Google SGE scours through the web, finds relevant results, and puts key takeaways together.