Google has made significant enhancements to its search tool with the help of Generative Artificial Intelligence (AI), allowing for more intuitive searching and deeper insights. The Vice President of Search, Elizabeth Reid, shared that the company has been testing how generative AI’s natural language understanding capabilities can enable users to ask questions in a more natural way.
Reid unveiled two updates to the search tool: Circle to Search and an AI-powered multisearch experience. Circle to Search allows users to search for anything on their Android phone screen without switching apps. By using simple gestures like circling, highlighting, scribbling, or tapping, users can select images, text, or videos and find the information they need right where they are. Reid explained the purpose behind this update, stating, “When something grabs your interest… it can be disruptive to stop what you’re doing and use another app or browser to start searching for information. But now, whether you’re texting friends, browsing social media, or watching a video, you can search what’s on your screen right when your curiosity strikes.”
The second update introduced an AI-powered multisearch experience. Users can now point their camera at an object, upload a photo, or take a screenshot and ask a question using the Google app. The multisearch experience goes beyond visual matches and provides AI-powered insights, enabling users to ask more complex or nuanced questions about what they see. This feature allows users to quickly find and understand key information.
Reid emphasized that these updates are the result of testing that began last year to explore how generative AI can make search more helpful. The goal is to make AI a helpful tool for everyone, not just early adopters. She stated, “AI-powered overviews on multisearch results are launching this week in English in the U.S. for everyone — no enrollment in Search Labs required.”
It’s worth noting that Google has taken a cautious approach to integrating generative AI into search. Reid had previously mentioned that AI-generated text isn’t always the best answer, and load times remain a concern. According to an interview with www.fastcompany.com in 2023, Reid explained, “People’s lived experiences are so important. Most people aren’t willing to delegate their fashion choices to an AI bot — at least for some time to come.” While generative AI has the potential to answer more questions, Google continues to focus on surfacing the highest-quality information.
Google’s enhancements to its search tool are a significant step forward in leveraging the capabilities of generative AI. With these updates, users can now search more intuitively and gain deeper insights, thereby enriching their search experience. As Google continues to refine and expand these features, the possibilities for AI-powered search are bound to grow even further.
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