How Google’s Search Generative Experience Is Changing the Game for Content Creators?

By May 10, 2024 May 27th, 2024 AI
Google SGE

I think right now is a really interesting time for artificial intelligence. AI is getting a lot of attention because it can write like humans and do time-consuming things super quickly. Google, the big search engine, is making search even better with its new something called Search Generative Experience (SGE).

They announced it on May 10, 2023, along with the Google Pixel Fold and Android 14. The SGE uses smart AI to give you fast, detailed, easy, and efficient information. You can find it in the ‘search labs‘ tab on your browser homepage. Once you turn on the SGE, you can talk to it right from the search bar (just like searching for anything).

Understand Google Search Generative Experience (SGE)

Google Search Generative Experience (SGE) is a new way to search using artificial intelligence (AI). It is still under development, but it has the potential to make searching for and understanding information easier and more efficient.

With SGE, you can ask Google questions in a more natural and conversational way. For example, instead of asking “What is the capital of France?”, you could ask “What is the city where the Eiffel Tower is located?”. SGE can also help you find information that is related to your question, even if it is not explicitly mentioned.

SGE can also generate different creative text formats of text content, like poems, code, scripts, musical pieces, emails, letters, etc. It will try its best to fulfill all your requirements especially when you ask it follow up questions or give it directions to change its response(i.e. Change the tone to be polite, can you make it more brief, etc…)

Google SGE Example

Is the above too technical to understand? Let me break it down for you.

Imagine that you are in a library and you need to find a book about a specific topic. With traditional search, you would need to go to the catalog and look up the topic. You would then need to find the book on the shelf and take it to a table to read it.

With SGE, you could simply ask the librarian for help. The librarian could then give you a summary of the topic, recommend a book, or even find the book for you and bring it to you.

SGE is like a librarian who can help you find and understand information in a more efficient and effective way.

Let’s take a look at what Google SGE can do for “You”

SGE is still under development, but it has the potential to revolutionize the way we search for and understand information. Here are some examples of how you can use SGE:

Smart Summaries

It can create super-smart summaries of big articles, making them way easier to understand. So, you don’t have to spend ages reading the whole thing to find what you’re looking for.

Example: You could ask SGE to “summarize the history of the internet” or “explain the theory of relativity”.

Google SGE Result

Ask More Questions

When you’re looking into something specific, you can ask more questions to really get into the nitty-gritty details. And the cool thing is, with Google SGE, you can ask questions like you’re having a chat with a friend. It might even surprise you with answers you wouldn’t expect from a computer!

Example: You could ask SGE “What are the best ways to reduce my carbon footprint?” or “What are the pros and cons of nuclear energy?”.

Generate creative text formats

Generate creative text formats means creating different kinds of text content, such as poems, code, scripts, musical pieces, emails, letters, etc., using artificial intelligence. Creative text formats can be used for a variety of purposes, such as entertainment, education, and communication. SGE makes it easy to generate creative text formats, even if you are not a writer or programmer.

For example, you could ask SGE to “write a poem about your cat Fluffy” or “generate a code snippet to sort a list of numbers in a Fibonacci sequence”.

Translate language

SGE uses a variety of techniques to translate languages, including statistical machine translation (SMT) and neural machine translation (NMT). SGE can translate languages between over 200 languages, including English, French, Spanish, German, Chinese, Japanese, Korean, and Hindi. It can also translate between dialects of the same language.

Example: You could ask SGE to “translate ‘I love you’ into French” or “write a Japanese email to my friend telling him I can’t fly over to Tokyo next month”.

SGE image creation

Google announced that they’ve added a new feature to their search using smart technology. With this feature, you can ask Google to make pictures of things, and it will give you four different options, just like other tools that create pictures using artificial intelligence.

“This feature is designed to appear when you’re searching for inspiration, like “minimalist Halloween table settings” or “spooky dog house ideas.”, Google wrote.

Google SGE image creation

Discover New Stuff

Google is like a detective keeping tabs on what you’re searching for. It can introduce you to new things related to your interests. You might stumble upon content you never knew existed! It’s like a tour guide to more information.

Example: You could ask it to create a Road trip plan from San Diego to Los Angeles with ideal locations to stop, duration, and ideal resting time.

Google SGE Discover New Stuff

Isn’t it cool how SGE makes online searching much more interesting and easy?

The Google SGE is still being worked on, but it could change how you search online. It will give you results that are more personal and quicker to see. The search results page is set up so you can choose to use the SGE results or keep searching like usual. Even though it takes a bit of time to get the results, it seems like a better choice overall.

SGE doesn’t just throw information at you; it shows you how everything is connected. It’s like giving you the bigger picture, making your search results way more useful.

Do you want to use it? It is still not available to all but soon will be. So, here’s how to use the SGE:

How to Activate Google SGE and Use It?

What You Need:

  1. Make sure you’re in the United States and can understand English.
  2. Have the latest version of the Chrome web browser. If you don’t have it, download or update it.
  3. Be 18 years or older.
  4. You must have your personal Google Account, not a Google Workspace or Google Workspace for Education account.

Steps to Enable SGE while Browsing:

  • Open the Chrome browser on your computer.
  • Make sure you’re signed in to your Google Account, and Google is your default search engine.
  • Go to
  • Click on “Search Labs” at the top right of the page.
Click Search Lab
  • Find the “SGE while browsing” card and turn on the experiment.
Turn On Google SGE Experiment
  • If there are any Terms of Service for the experiment, read them carefully. If you agree, click on “I agree.”
  • Finally, select “Try an example.”
Google SGE Try Example

Advantages and Limitations Of Goole Search Generative Experience

Let’s take a closer look at the pros and cons of using Google SGE:

Benefits of using Google SGE:

  1. Personalized Results: SGE makes your searches super personal, showing you stuff based on what you’re into and what you’ve searched for before.
  2. Easy Answers: Finding what you need is a breeze with SGE. It’s way easier to get the info you’re looking for compared to a regular search engine.
  3. Smart Summaries and Follow-up Chat: It doesn’t just throw info at you. SGE summarizes big things for you and lets you ask more questions in a chill, conversation-like way.
  4. Discover New Stuff: Remember what you’ve searched? SGE does, and it brings you cool new things related to your interests. It’s like a personal guide to more interesting content.
  5. Converse Mode: You can actually have a chat with SGE! It’s like having a talk with a super-smart friend.

Some things to keep in mind (Limitations):

SGE is accessible in the United States, Canada, United Kingdom, Germany, France, Australia, New Zealand, Singapore, Japan, South Korea, and India as well. However, the list is growing day by day.

  1. Availability: The Google SGE is not available to everyone and in every country. It is currently available in very few countries and a very selected group (age 18 – 40) of people.
  2. Still in the Works: SGE is still being worked on, so there are a few quirks. It’s not perfect yet.
  3. Bias Alert: Sometimes, it might lean a bit towards showing really good results. This means you might only see one side of things, making your view a bit narrow.
  4. Language Mix-ups: It’s not perfect with language, and there might be times when it doesn’t quite get what you’re saying, leading to results slightly off.
  5. Opinion Matching: SGE can sometimes reflect what’s already out there, so if there’s a popular opinion on the web, it might show that more.
  6. Data Duplicates: Occasionally, it might repeat info from one place, even though it’s supposed to bring in the best from different sources.

Why Are Content Creators Worried?

Google Search Generative Experience (SGE) is causing concern among content creators for a few reasons:

  1. SGE can answer questions directly on search results pages, meaning users might not click on websites. This could reduce website traffic and affect content creators.
  2. It can summarize complex topics, reducing the need for users to read lengthy articles, and potentially impacting the time spent on websites and content creators.
  3. Google Search Generative Experience (SGE) can create various types of content, like poems or code, which might reduce the demand for guides, courses, and tutorials, which means less work for content creators.

Is there any way to survive?

In essence, SGE has the potential to decrease the demand for content creators in multiple ways, making them worried about their future.

However, it’s crucial to understand that SGE is still being developed, and its widespread use and long-term impact remain uncertain. SGE cannot replace all types of content, like original research or expert opinions.

Content creators can adapt by focusing on high-quality, unique, and informative content. They should also build relationships with their audience, promote their work on social media, and use SGE to generate ideas, research, and improve their writing skills.

SGE is a powerful tool that can change how content is created and consumed, so content creators need to be aware and adjust their strategies accordingly.


So, while SGE is pretty awesome, it’s still a work in progress. But you know Google, they’re always trying to make things better for us!

Google SGE is like having a smart buddy helping you search online using cool AI language models. It’s all about getting accurate results super fast, making sure they’re really useful, and tailoring them just for you. This is a big deal in the world of smart technology, and it might even give Chat GPT4 run for its money. Unlike Chat GPT4, which can sometimes get things a bit wrong, Google SGE is specifically trained to give you top-notch information with higher accuracy.

However, it’s still in the works, so it’s not perfect yet. There are a few things it can’t do perfectly. But don’t worry, Google is working hard to fix those and make sure you have the best experience possible. Exciting times for smart searching!



Dhruv has over 20 years of experience in technology and development, spanning various business sectors. He has worked with several Fortune 100 and Fortune 500 companies, as well as numerous startups in the technology industry. His vision for the company is to become a global lifestyle brand that influences the next generation of marketing, software development, and branding as the internet enters its third evolution cycle and impacts all aspects of life. In his free time, Dhruv enjoys immersing himself in different cultures through travel, as well as fishing, cooking, reading, playing chess, and tennis.