Nearly 84% of queries on Google Search powered by Gen-AI, says study

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Search Generative Experience (SGE), Google's artificial intelligence (AI) powered search engine, will reportedly power 84% of queries. In addition, the AI-powered search engine is reportedly poised to affect over US$40 billion per year spent by companies on search ads.

This was according to a study by SEO platform BrightEdge. With Google's SGE going live, transactional experiences become conversational experiences as static queries move to dynamic, two-way conversations.

This means the tech giant will be able to directly converse with a user, and in response, help the consumer make a decision by asserting an opinion that they feel is personalised.

Don't miss: Google's cookie deprecation: What digital marketing doors does it open?

In addition, the study said that reputational control becomes reputational chaos for brands given that AI-generated results will be based on trusted content and credible sources. However, they may not always match the brand's messaging.

Clicks translates to revenue for brands, but with SGE, AI-generated content will proactively help consumers make decisions, eliminating many of the usual clicks to a brand's website. As such, the healthcare (76%), eCommerce (49%) and B2B technology (48%) industries will be greatly impacted by the Generative AI (Gen AI) shift, according to the study. Insurance (45%), education (44%) and restaurants (36%) industries follow after, while entertainment (36%), travel (30%) and finance (17%) bottom out the list.

Tips to remain prepared

To better prepare for when Google's SGE goes live, BrightEdge said brands need to ensure website's content is up-to-date and clearly labelled for easy discovery by Google. This means consolidating SEO foundation and ensuring that the website is technically sound and quick to load on all devices too.

Contingency plans are also suggested where content and technical teams not only have to be ready to adopt new best practices, but also keep themselves informed and abreast of the latest developments in SGE.

On a brighter note, BrightEdge explained that an evolution such as SGE may provide opportunities for marketers as there is the opportunity to build new digital strategies and embrace innovative approaches.

SGE isn't the only new product from Google that may create shifts within industries. Most recently, Google launched its Privacy Sandbox application programming interface (API) and debunked common misconceptions in a blog post.

Google's Privacy Sandbow API, according to Victor Wong, senior director of product management of Privacy Sandbox, does not offer a direct replacement for third-party cookie-based use cases. Instead, Privacy Sandbox was designed to provide foundational elements that support core business objectives without cross-site identifiers for marketers and publishers.

“For example, running an ad auction on-device means that previously server-only functionality will now interact with ad tech code running in a browser,” he explained. “And certain capabilities that relied on third-party cookies, such as audiences based on profiles of user activity across websites, will not be possible to directly replicate using the Privacy Sandbox."

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