Recap of Google I/O 2023: Unveiling of Search Upgrades & Generative AI 

That’s a wrap for Google I/O 2023.  For marketers, the main focus was AI-driven upgrades to Search.  With new generative AI capabilities in Search, Google says it’s taking more of the work out of searching, so users will be able to understand a topic faster, uncover new viewpoints and insights, and get things done more easily. Check out the highlights specific to search from this year’s event:  

Experimental Search Labs: SGE (Search Generative Experience)

Google Search is introducing a new experimental conversational mode that is powered by generative AI. Google will be opening a wait list under a new experimental program called Search Labs.  You can join the waiting list here

In this new experience, users will see suggested next steps when conducting a search and along with an AI-powered snapshot of key information to consider, with links to dig deeper. When you tap on a suggested next step, Search takes you to a new conversational mode, where you can ask Google more about the topic you’re exploring. Context will be carried over from question to question.

A new ‘perspective’ feature 

Google is launching a new section of its search results page, called “Perspectives,” which is designed specifically for finding human information online. It aims to make it easy to find takes from individual people on subjects all over the web.

The Perspectives feed is part of a broader push within Google’s Search team to make Search work better for users who aren’t just looking for a simple answer to a simple question.his new feature comes as Google looks to put more emphasis on “unique expertise and experience.”

Better Shopping Experience

Google’s generative AI tools will also be expanded to shopping results, and helping users make comparisons between products. Read how Google is supercharging search here. Google’s generative AI shopping components will offer insights into important factors to take into account when making a purchase in a specific category.

Enhancement To ‘Helpful Content’ Approach 

Google will put a stronger emphasis on content with distinctive knowledge and experience when ranking. Google indicated that they will release an update to this technology soon, that will more fully comprehend content written from a personal or expert point of view, finding content in forum threads, blogs, and other places to show more “hidden gems” in Google Search.

Creating Multimodal Queries & Image 

Google is planning to make the search process more conversational, with follow-up prompts and contextual information for queries that “can’t be easily answered by traditional web results, which will include user-generated content from social media creators. 

Advancements in Search Ads

With the power of generative AI to create more natural and intuitive Search experiences, search ads will continue to play an important role in helping people connect with useful information and allowing businesses to be discovered online.  Google announced that with Performance Max, a fully AI-powered campaign, advertisers achieved an average of 18% more conversions.  In addition, in the new experience, it will be shown the same way with a black “sponsored”  label. 

Stay tuned for our Google Marketing Live (GML) recap on May 23, 2023, where Google will share more on their investments in AI for advertisers

About Ahmed Ibrahim
Ahmed is Managing Partner and Chief Operations Officer at Sandstorm Digital FZE. Ahmed manages the day to day operations of the agency out of our office in Cairo, Egypt. Ahmed's experience includes 10 years of online marketing and advertising, focusing on Arabic SEO, CRO, SEM and Social Media.

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