Google AI is making its way to the UK, with AI overviews starting to appear in search queries for a select group of logged-in users. This feature, known as Search Generative Experience (SGE), has been in testing as a Labs experiment in the US since May 2023 but has never been available in the UK. The launch of SGE in the UK has the potential to transform how people search and impact the amount of organic traffic websites receive from Google.
The future of SGE remains uncertain, with Google testing it on a subset of queries and a small percentage of search traffic in both the US and the UK. While some speculate that SGE could launch widely at Google I/O, no official date has been confirmed. Elizabeth Reid, Google VP, Search, has also hinted that there won’t be a sudden replacement of Google Search as we know it, suggesting that SGE will coexist with the traditional search experience.
Interestingly, there are rumors that Google may consider making AI-powered search features available only to subscribers. A report from the Financial Times suggests that these “premium” features could be part of the Google One paid bundle, which includes Gemini. However, it is unclear whether this exclusivity would apply to SGE or other AI search features. Google has stated that it is not currently working on or considering an ad-free search experience, and ads will continue to appear alongside search results for both subscribers and non-subscribers.
Overall, the introduction of Google AI in the UK is an exciting development that could revolutionize the way people search and impact website traffic. While the future of SGE remains uncertain, it is clear that Google is continuously exploring new ways to enhance its search capabilities and subscription offerings. Whether SGE becomes widely available or remains exclusive to subscribers, it is evident that Google is committed to providing innovative and valuable search experiences for its users.
About the author:
Danny Goodwin is the Managing Editor of Search Engine Land and Search Marketing Expo – SMX. With years of experience in the search marketing industry, Goodwin has been reporting on the latest developments and trends in search and digital marketing since 2007. He has spoken at numerous search conferences and virtual events and is a trusted source for his expertise in the field.
