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Google Enhances AI for Multilingual Search Experience

Google has enhanced its AI feature, known as “Search Generated Experience” (SGE), to provide users with a more versatile language selection. Initially introduced in the United States in May 2023, SGE, internally referred to as Magi, harnesses the power of generative AI to streamline vast amounts of data into the Google search experience, whether using Chrome on a PC, Android, or iOS device.

In August 2023, Google’s blog announced the expansion of the search-generated feature to two new countries: India and Japan. The blog post stated, “This week, Search Labs expanded SGE to the first countries outside of the U.S.—India and Japan—allowing users to opt into SGE to enhance their understanding of topics, discover fresh perspectives, and accomplish tasks more effortlessly.”

The Search Generated Experience is now accessible in both English and Hindi languages in India. This feature, introduced in December 2022, aims to provide more intuitive and natural ways to search for and explore information in the physical world. These advancements allow users to access information more rapidly, gain new insights, and explore new subjects.


When using SGE on Google, the system conducts research on behalf of the user, and an AI-generated summary appears above the search results. Furthermore, this new functionality allows users to switch between Hindi and English, impacting text-to-speech capabilities and enabling users to listen to responses in their preferred language.

A significant shift in how people interact with online information occurred on November 30, 2022, with the introduction of language model tools like ChatGPT. Similarly, Microsoft incorporated OpenAI’s GPT-4 model into Bing in February 2023, offering users a conversational search experience. Like Microsoft’s AI-powered Bing, Google’s innovative search approach compiles internet data and presents it coherently to users.

As Google emphasizes, “Generative AI in search is still an experiment, and we will continue to explore new ways to present results while listening to user feedback, with a focus on directing users to relevant websites.”



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