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The relationship between Artificial Intelligence (which is fast becoming exclusively referred to as AI) and search is already seemingly inextricably linked, with AI systems such as ChatGPT able to generate search information quicker than you can ask these questions out loud. It comes as no surprise, then, that Google has been testing generative AI search to harness the power of this rapidly evolving force - and it recently rolled out in a number of countries and territories around the globe.

In this article, we’ll be exploring what generative AI is, how Google is using it to create a Google AI search engine, and what countries it has recently expanded to.

What is generative AI?

When Google talks about generative AI, they’re referring to deep-learning models that are capable of producing high quality text, images, video and audio based on what it has learned from a wide range of human-generated data. What makes generative AI different is that it generates new content, as opposed to simply problem solving using predefined structures. The aforementioned ChatGPT is one such example of what generative AI is capable of.

How does generative AI work?

Generative AI uses a machine learning model to gain an understanding of how humans generate content by absorbing a large amount of human-created data, so that it can generate its own in a similar way.

Common generative AI applications

A good way to understand the power of generative AI is to know how it works in action. Here are a couple of common examples of generative AI that you may recognise:


For large companies, a chat function reduces the need for phone calls and emails, but until AI, this needed to be manned by staff too. With generative AI, many common queries can be solved through chatbots with no time consuming input from a real human, getting customers the answers they need fast too.

Compliance checking

Fancy checking through endless documents to ensure they comply with rules and regulations? Thought not - but AI doesn’t mind, and generative AI can pick up compliance in documents all day long by comparing it to existing policies and regulations.

Why is generative AI important?

Quite simply, generative AI is an evolution of technology that makes it easier to work smarter, not harder. By being clever enough to create outputs as a human would, it can speed up operations, make them cheaper, and leave more time and resources for the kind of strategic and creative thinking that only humans are capable of.

How does generative AI improve search?

As we’ve mentioned, Google has been at the front of the queue for generative search engine AI, such are the possibilities for a transformed search experience, and an improved AI image search engine. In Google’s own words:

“With new breakthroughs in generative AI, we’re again reimagining what a search engine can do. With this powerful new technology, we can unlock entirely new types of questions you never thought Search could answer, and transform the way information is organized, to help you sort through and make sense of what’s out there.”

Google’s aim is to use generative AI to help their users understand topics quickly and in more depth, gain insights in a new way, and just generally ‘get things done more easily’. Sounds good to us!

What countries is Google generative AI search coming to?

As in many cases, the USA got first dibs on generative AI, with the beta available once you sign up to Google Search Labs. A rollout in Japan and India followed suit, and these countries are reported to be among those that have access to generative AI now too:

- Mexico

- Brazil

- South Korea

- Indonesia

- Nigeria

- Kenya

- South Africa

Users in the 120 countries now with access to generative AI will see an AI-generated summary of search results, aiming to reduce the need for scrolling to get the answer you need. The ‘search generative experience’ is currently available in English, Spanish, Korean, Portuguese, and Indonesian.

How is Google utilising generative AI search?

There are many ways in which Google are infusing search with generative AI (doubtlessly some we don’t even know about yet) to create an AI powered search engine, but these are some of the most exciting:


Youtube is part of the Google powerhouse, so you can bet it’s getting some generative AI treatment too. This is reported to include grouping comments together along common themes below videos, so that users can more easily get involved in the conversation.

Google Translate

Used around the globe, Google Translate is getting a generative AI upgrade, which includes a dropdown to aid you in clarifying the meaning of a word that can mean multiple things, helping to prevent those pesky misunderstandings!

Follow up questions

In true ChatGPT style, the search generative experience will begin to prompt users to ask follow-on questions to keep the search conversational.

Google image search

Gone are the days where you can’t find an image to match exactly what you’re looking for; with generative AI, Google images could create an image based on your criteria, bringing your vision to life.

Generative AI for US advertisers

In the same vein as the image search, generative AI is helping advertisers come up with their visuals too, such as product images for ecommerce sites.

Need help with your digital marketing?

If you’re curious about AI, chances are you have an understanding of how transformational technology can be in increasing efficiency for your business. At 427 Marketing, we’re far from artificial, but we’re definitely committed to efficiency; by outsourcing your SEO marketing to us, you can enjoy search success without the legwork.

We work with you to determine your goals, understand what you do, and optimise your website on your behalf, raising your rankings and getting the right eyes on your site.

Now is an exciting time in search, and we’re helping each and every one of our clients to get in Google’s good books. Fancy joining them? Have a chat with us today to find out how we can help.

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About Chris Simmons

Chris is our onpage SEO Specialist at 427 Marketing, having joined the team in early 2023. He works with our content team to cover the 4 pillars of SEO; content, onpage SEO, technical SEO and offpage SEO. Prior to joining the 427 Marketing team, Chris spent almost 10 years applying his SEO and content skills across several different industries in marketing agency and inhouse roles including tool hire, auctioneering, health care within the NHS and high end luxury retail in both B2B and B2C capacities. His passion for writing, content, UX, technical and on page SEO has expanded our content offerings, helping provide reliable advice about all things SEO to 427 Marketing.

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