Google turns its new AI search engine into an advertising platform

Google continues to demonstrate the power of its new Search Generative Experience (SGE) AI search engine, which should revolutionize the way we search for information on the Internet. However, this time the company showed not only the smart features of SGE, but also how advertising will be integrated into it.

In the video posted on the Google blog, you can see an example of a search query on a mobile device: “outdoor activities to do in Maui” (active recreation on Maui). Above the SGE results, which are an interactive snapshot with the ability to ask follow-up questions, are the usual sponsored links. Because of them, SGE is almost invisible on the screen.

After the user asks the additional question “hiking backpacks for kids”, SGE shows a list of backpacks, among which the first link is also marked as sponsored.

The video scrolls down to the next additional question “is it easy for them to learn surfing” (is it easy for them to learn surfing), for which SGE generates a text summary with cards with links. And below them is another block of ads: sponsored links about surfing and children’s activities.

As Google points out, these are just experimental examples of how ads can be built into SGE. The company also plans to test new ad formats that will use generative AI to create content.

SGE is a new Google product that uses artificial intelligence to analyze search queries and generate more complete and accurate answers. SGE can create text summaries, graphs, tables, and other elements to display information. In addition, SGE supports conversational mode, in which the user can ask sequential questions on a topic and get more in-depth answers.

So far, SGE is only available to a limited number of users who can sign up for a wait. Google calls SGE an experiment and does not announce plans for its wide launch.

Google introduced the new Search Generative Experience (SGE) AI search engine at the I/O conference in May 2021. The company said that SGE is “the next generation of search” that will allow users to get more useful and personalized information.

Advertising is Google’s main source of income. In 2020, the company earned $146 billion from advertising on search and other services. Therefore, it is not surprising that Google wants to use its new AI engine for ad placement.

Google search ads are often criticized by users and competitors. For example, in 2019, Google redesigned its sponsored links so that they are less visible and more like organic search results. This has led to accusations of defrauding users and abusing market dominance.