Google expands its AI search to 120 more regions. Jumping on the trend of generative AI, Google expands access to its generative search elements. This expansion helps Google keep up with the latest web discovery and engagement trends.

Google names its generative AI search system “Search Generative Experience” (SGE). Google’s SGE provides complementary prompts that help guide you through your query through conversational cues. The SGE system launched in August in select regions. However, Google is now making its SGE experience available to more people.

Artificial Search

As Google explains:

“Starting today, we’re bringing Search Labs and SGE in English to more than 120 new countries and territories around the world, including Mexico, Brazil, South Korea, Indonesia, Nigeria, Kenya, and South Africa. As part of this expansion, we’re also enabling four new languages for everyone using SGE: Spanish, Portuguese, Korean, and Indonesian. So if, for example, you’re a Spanish speaker in the U.S., you can now use generative AI in Search with your preferred language.”

That is a significant update for Google because many within the search industry see conversational AI as the future. The more people get used to comfortably conversing with chatbots, the more conversational AI becomes a significant element. While that does not imply that typing out queries will become obsolete, it will receive less attention.

ChatGPT’s popularity suggests that many people prefer a more engaging and interactive discovery process. Alternatively, that could have major implications for the future of Google’s core business. Likewise, that also highlights the need for Google to develop its own AI search tool. However, Google has been relatively cautious with the roll-out of its generative AI tools, despite years of experience.

In some ways, OpenAI has forced Google’s hand, pushing it to release its AI search tools faster. Regardless of the truth, we will see more conversational AI elements on Google’s various surfaces. That could be a major shift in and of itself. It could be worth noting how people receive these new tools and what they mean for discovery moving forward.

The Wrap

Google expands its AI search system while simultaneously testing new SGE search options, including search refining follow-up questions. On top of everything, Google is adding new translation-related queries by asking clarifying questions. Over time, Google will continue to refine and improve its various AI elements. Again, it is worth noting how these elements will evolve and what that means for broader discovery trends.