Google is rapidly expanding access to its conversational AI capabilities within search, enabling new interactive experiences for millions more users across 120 countries. The launch of its Search Generative Experience (SGE) in four additional languages comes as rival ChatGPT popularises more natural, engaging search through AI. While Google has worked on generative search for years, it is now accelerating rollout amid a paradigm shift toward AI-powered discovery.
The potential implications are immense for Google’s core business, with conversational AI seen as the future of search. Users increasingly prefer to ask questions in plain language rather than type keywords. Google’s own tests show people follow up queries with clarifying questions, underlining the demand for more intuitive back-and-forth.
To stay competitive, Google is adding AI features across products, from auto-complete search suggestions to refined translations. The company remains cautious about generative AI’s limitations, including spreading misinformation. But with chatbots training people to expect two-way search interactions, Google cannot ignore the AI wave reshaping expectations.
As users get accustomed to more natural discovery, traditional keyword search could decline. That compels Google to urgently improve its AI, despite risks, or face being left behind as audiences flock to more engaging options. While still early, conversational AI in search heralds a potential revolution in how people find information online. Google’s ability to smoothly evolve while ensuring accuracy will be key in determining whether it continues dominating discovery.