Google has indeed embraced and is actively challenging the realm of AI search. Here are key points illustrating Google’s efforts and advancements in AI search:
AI Overviews and Search Generative Experiences (SGE)
- AI Overviews: Google launched the “AI Overviews” feature during its 2024 Google I/O Developer Conference. This feature, which represents one of the biggest updates to Google Search in 25 years, uses AI to generate summaries that appear at the top of search results for complex queries.
- Search Generative Experiences (SGE): Earlier, in 2023, Google announced the opening of access to its Search Labs, which includes testing of the SGE feature that integrates generative AI into the search experience. This feature helps users bypass certain operations, better understand new topics, discover different perspectives, and more easily complete tasks.
Gemini AI Model
- Integration into Google Services: Google’s CEO, Sundar Pichai, emphasized that Google’s work revolves around the generative AI model, Gemini. AI search is one of the many services where Gemini is integrated.
- Advanced Capabilities: Gemini has multi-step reasoning abilities, can handle long questions with multiple constraints at once, and supports new search forms such as “video search” for solutions.
Expansion of AI-Driven Features
- Multi-Modal AI: Google has released tools such as Imagen 3 for text-to-image generation, an “AI Music Sandbox” in collaboration with YouTube and musicians, and a new video generation model, Veo.
- Project Astra: This multi-modal AI project can explain to users what their smartphones have captured. It allows users to understand the world through text, images, sounds, and speech in a way that is comprehensible to them.
Real-Time AI Assistant and Hardware Support
- Real-Time Interaction: From this summer, Gemini will support real-time voice interaction, and later this year, real-time video interaction will be available.
- Hardware Upgrades: Google has announced the sixth-generation TPU chip, Trillium, and plans to use Nvidia’s latest Blackwell architecture GPU next year.
Impact on Traditional Search and Advertising
- Transformation of Search: With AI solutions gradually replacing answer engines, traditional user queries executed in search engines may be affected. This will force companies to reconsider their marketing channel strategies.
- Advertising Business: As Google provides more direct answers to searchers, people may conduct fewer and more refined searches, potentially reducing opportunities for Google to display advertisements.
Google is actively challenging and revolutionizing the field of AI search with its innovative features, advanced AI models, and expanding capabilities. These efforts not only enhance the user experience but also pave the way for new business models and opportunities in the digital age.