Today at Google I/O, several advancements in search were unveiled for the first time.
Two of the most significant updates to search include the integration of an “Insights” feature and the application of generative AI to improve search results.
These improvements aim to reshape the way users discover information and deepen their understanding of topics.
Transformative generative AI
Screenshot from: blog.google/products/search/generative-ai-search/, May 2023.
Called Search Generative Experience (SGE), Google’s new generative AI feature is a new approachh to search queries.
This technology is designed to simplify complex search tasks and provide snapshots of key information linked to deeper resources.
Google’s generative AI can answer more detailed questions, such as comparing two national parks for a family with young children and a dog, providing relevant details and suggestions for further exploration.
SGE also enhances the online shopping experience by providing comprehensive product information, including up-to-date reviews, ratings, prices and product images.
This new shopping experience is based on Google’s Shopping Graph, which contains more than 35 billion product listings, all of which are continuously updated.
Aware of the known limitations of generative AI and large language models (LLMs), Google has established safeguards, such as limiting the types of queries where these capabilities will appear, to ensure the quality and reliability of search results .
The SGE feature is currently available as an experiment in Search Labs on the Chrome desktop and in the Google app for Android and iOS users in the US, with its interface only in English at launch.
Diversify your search with “Perspectives”
Screenshot from: blog.google/products/search/google-search-perspectives/, May 2023.
Complementing its generative AI technology, Google is entering the “Perspectives” feature.
This new tool will highlight long-form videos, images and written posts from discussion boards, Q&A sites and social media platforms in search results.
The feature is designed to help users understand topics through the experiences and perspectives of others, providing a more human touch to digital information.
For example, if a user asks for advice on how to make friends in a new city, the “Insights” filter would show results with personal stories and advice from various online sources.
Google emphasizes that “Perspectives” will improve the quality of review content in search results, giving prominence to first-hand experiences or content created by people with deep knowledge of a topic.
Updated useful content rating system
As part of its focus on information quality, Google is updating its useful content system to better understand content from a personal or expert point of view, helping to surface more of these “hidden gems” in Search.
For the latest guidance on Google’s useful content system, check out this report by SEJ’s Roger Montti.
Today’s updates from Google, powered by advances in AI, are a leap forward in search engine technology, combining AI-based insights and diverse human perspectives.
Join the Google Search Labs waiting list here.
Featured image: rafapress/Shutterstock
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