Google CEO Sundar Pichai recently discussed the development of Google Search and Search Generative Experience (SGE) at the 2024 Business, Government & Society Forum at Stanford University. Pichai highlighted the evolution of Google Search with the introduction of AI and featured snippets, stating that Google has always aimed to provide answers to users’ queries while also presenting a diverse range of information from the web. The technology behind answering user queries is progressing, and with the integration of language models and AI, Google aims to provide a more powerful tool for search with SGE.
Google’s mission has always been to organize and make information universally accessible and useful. Pichai emphasized that Google strives to reflect the viewpoint of its user base through search rater guidelines and information satisfaction scores. However, the introduction of SGE and AI-generated answers has raised concerns among brands, SEOs, and content creators who fear that users will no longer click on websites when they receive direct answers from SGE. To address this, Google has tried to strike a balance by providing direct answers for certain questions while still highlighting a range of opinions available on the web.
Pichai believes that AI is a transformative technology that can greatly improve search. He recognizes the responsibility of providing trustworthy information, as people often turn to search at vulnerable moments. Trust is hard-earned and easily lost, so Google aims to consistently provide reliable information across a wide range of topics. AI presents an exciting opportunity to enhance search capabilities, but it must be deployed responsibly.
The impact of AI on Google Search and SEO has been significant in recent years, and more changes are expected in the future. Understanding the direction in which Google Search is heading is crucial for businesses and marketers. However, it’s worth noting that Pichai’s interview may seem somewhat hollow given the valid criticisms surrounding the quality of search results and SGE answers currently being observed.
Overall, the interview with Sundar Pichai sheds light on Google’s commitment to evolving search through the integration of AI and SGE. The aim is to provide users with accurate and diverse information while maintaining the trust and reliability that Google has built over the years. As AI continues to shape the future of search, it is essential for businesses and marketers to stay informed and adapt their strategies accordingly.
To watch the full interview with Sundar Pichai, click here.
