Google brings AI-powered search to India

Google is expanding its new AI-powered search experience, Search Generative Experience (SGE), to India and Japan. The conversational search mode was previously launched in the US. SGE aims to make searching the web more natural, efficient and helpful.

What is Search Generative Experience (SGE)?

Unveiled at Google’s I/O conference, SGE allows users to have an interactive dialogue with Google Search. After a user enters a query, SGE provides an AI-generated snapshot summarizing key information. Users can then ask follow-up questions related to the topic, with SGE maintaining context between exchanges. This conversational flow makes searching more natural.

SGE also suggests relevant web pages and images to augment its AI-crafted responses. Users can click to view the sites and pages supporting the information.

Available For Indians In English and Hindi

A key highlight of SGE in India is support for both English and Hindi languages. Users can easily toggle between the two while searching. Voice input is also enabled, allowing Indians to speak their search queries.

Features of Google’s Conversational AI Search

Google’s Search Generative Experience (SGE) introduces a conversational mode to Search. Users can ask questions and receive AI-generated answers, similar to chatting with a virtual assistant.

Key features of SGE include:

• Toggle between English and Hindi
• Text-to-speech to hear responses
• Voice input for spoken questions
• Hover for definitions, images, and clarifications

SGE allows more natural back-and-forth search interactions. The experience is comparable to Microsoft’s Bing search with integrated AI capabilities.

Appealing to Younger Demographic

Google found SGE’s conversational interface resonates with younger users, especially those aged 18-24. Queries tend to be full sentences rather than just keywords. The natural back-and-forth makes searching more engaging.

Controlled and Iterative Launch

SGE is launching as an opt-in experiment, not enabled by default. it is taking a measured approach, limiting where SGE features appear initially. This allows gathering user feedback to refine the experience over the next few months.

Advertisements Will Still Be Around

Despite the AI-powered additions, says ads will continue appearing in marked slots on the SGE results page. Organic results remain distinct from sponsored placements, maintaining transparency.

How to Access SGE

The SGE experiment will be available to opted-in users on Chrome desktop today and is rolling out to the Google App on Android and iOS over the coming week.

Interested users can activate SGE in India by:

• Visiting https://labs.google.com/search on Chrome. Turn on the “When turned on, SGE may appear when you search” toggle.
• You will be prompted to agree to the terms and conditions, click “I agree”
• You can click on the “Try an Example” button to see how this works.

Evolving Google’s Search Experience

Google designed SGE to provide quick access to key information and make searching more efficient. For many queries, SGE aims to reduce the work required to find answers, almost like having a research assistant.

As Puneesh Kumar, General Manager of Google Search India, commented, “With SGE, we are focused on making Search even more helpful by taking the work out of searching.”

For new internet users, SGE could lower barriers and make obtaining information through Search simpler and more accessible. The expansion reflects Google’s ongoing efforts to increase the helpfulness of its products.

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