Google’s Search Generative Experience (SGE) Is Something to Watch

SGE is having a significant impact in the healthcare industry. There are three natural categories of SGE: 1.) collapsed (when a truncated AI-generated answer is shown), 2.) opt-in (when users must request an AI-generated answer), and 3.) none (when a search doesn’t trigger SGE). In addition to the healthcare industry, e-commerce, B2B tech, insurance, and education searches are also being affected. As Google continues to experiment and analyze user interactions, it’s helpful to understand which industries are more likely to be impacted, allowing users to start thinking about new and more complex ways to target, influence, and win with searchers in AI-driven experiences.