Google introduces generative AI to enhance Search capabilities in India.

Google introduces generative AI to enhance Search capabilities in India

Google has ushered in the next generation of Search with the launch of AI led Generative Search Experience in India. Here are our Top 10 Observations regarding how this could impact Search Behaviour within the first 12 hours of it going live –

  1. SGE is experimental and only available for those who choose to activate it. If you wish to do so, visit – Google Labs Search Experiment. Considering this is by choice and for only those who discover it, the impact on Search KPIs like Click Through Rate & Impressions will be gradual.
  2. The experience is limited to Google Chrome on Desktop and the Google App on both iOS & Android. This too will limit the pace at which it will impact Search KPIs like Click Through Rate.
  3. There are 3 key experiences that you might encounter right now –

a. No SGE based result for your keyword search

NO SGE for keyword search
  • SGE loads its response on search for the keyword
SGE loads its response for the search of the keyword
  • On-demand generation basis a choice provided on searching for the keyword
On-demand generation basis a choice provided on searching for the keyword
  • 4. From a sample set of keywords tested across categories and intent, 44% returned a SGE response and remaining continue to provide a traditional one
  • 5. Categories that seem to have the most number of searches leading to SGE are
    • CPG/FMCG
    • OTT
    • Travel
    • BFSI
    • Automobile
  • 6. 81% of keywords that returned a SGE response were keywords with an Exploratory or Consideration Intent
  • 7. 100% of BFSI & Insurance keywords which returned a SGE response, ended with a clear disclaimer asking to consult a Financial Expert before making any Financial decision
BFSI search on SGE
  • 8. 100% of keywords that returned a SGE response had links to the Top 3 most relevant websites providing the same information at scale
  • 9. Less than 10% of keywords returned interactive content like YouTube videos to supplement the SGE response
How to use chopsticks search on SGE
  • 10. Any usage of the ‘Ask a Follow up’ functionality leads to both SGE responses as well as standard Organic Results as a response and no SGE
Ask follow up on SGE
Ask follow up on SGE

We are monitoring experience on Search closely to understand the impact of SGE on Performance KPIs. To know more in real-time, please write to us at Growth@performics.com