According to the latest earnings call of Alphabet, Google’s parent company, Google will be moving towards the “Gemini era,” which will focus on the Search Generative Experience (SGE) and Artificial Intelligence (AI) in Google Search.
Here are some highlights about SGE, Gemini, Ads and AI search from the Q4 Alphabet earnings call:
SGE
SGE has already shown promising results, with a 40% reduction in latency in the U.S. English search. The integration of generative AI into Search allows Google to provide a broader range of information and answer complex queries more effectively. There are some concerns from publishers about losing organic traffic, but Google has assured that it is working to surface more links and link to a wider range of sources to add value for users and direct valuable traffic to publishers.
Gemini
The launch of Gemini 1.0 in December marked the beginning of the “Gemini era” which integrates the advanced technologies of Google DeepMind. This integration allows Google to more effectively understand and combine different types of data, including text, images, audio, video, and code. Gemini Ultra, a more advanced version, will be released soon. Google is currently working on its development to incorporate it into its products.
SGE and Ads
Google is actively experimenting with ads tailored to the Search Generative Experience (SGE) and has found success with ads positioned above or below the SGE. Google emphasized the importance of ads in enhancing the new search experience. SGE presents new opportunities to improve commercial journeys by displaying relevant ads alongside search results. Additionally, recent launches in this area include a one-stop shop for deals, new filters like “get it fast,” and AI-generated gifting recommendations within SGE.
AI Search
Google’s vision for the future of Search goes beyond just providing answers; it aims to act more like an “agent” to users. The goal is to make Search more “ambiently” available, meaning it will be integrated into everything, everywhere, and all at once.
Google has received positive feedback on incorporating the Search Generative Experience (SGE) in its product. This new feature is better at answering certain types of queries compared to the previous version. Google plans to improve its Google Assistant, a virtual assistant software, using generative AI to offer more helpful assistance to users, and not just answering questions.
Highlights of advancements in Google’s AI technology
- “Circle to Search” lets users search by pointing their Android phone at an object, available on Pixel 8, Pixel 8 Pro, and the new Samsung Galaxy S24 series.
- “Lens” now provides AI-powered details when you add text to a visual search, giving instant insights.
- Google is also introducing AI-driven advertising solutions, using Gemini to speed up the creation of search campaigns.
- “Bard,” a conversational AI tool, is now enhanced with Gemini Pro, offering better understanding, summarizing, and planning capabilities. It’s available in over 40 languages and 230 countries, with a more advanced version on the way, powered by Gemini Ultra.
Why We Care
With Google’s emphasis on the “Gemini era” and the Search Generative Experience (SGE), marketers can anticipate a more integrated and AI-driven approach to reach their audiences. These advancements in AI technologies offer new avenues for innovative marketing campaigns and more personalized customer experiences. Adapting to these changes is essential to stay ahead in the digital landscape and make the most out of Google’s latest advancements.
