Google bringing artificial intelligence-powered search results to UK
15 August 2024, 15:14
Google launched the tool publicly in the US in May, but is now expanding it to the UK, India, Japan, Indonesia, Mexico and Brazil.
Google is bringing its artificial intelligence-powered search results to the UK, as the tech giant continues to expand its use of the technology.
Known as AI Overviews, the feature is a new way of displaying search results using AI-generated text and links based on information the search engine finds on the web.
Google launched the tool publicly in the US in May, but is now expanding it to the UK and five other countries – India, Japan, Indonesia, Mexico and Brazil – with local language support in each country.
A small test of the technology was launched in the UK in April for a small sample of search queries and traffic, but the feature will now be rolled out more widely.
It means users will begin to see AI-powered insights to their queries appear at the top of the search results page, with relevant links also included.
Google said its early research has found the tool useful for longer queries or as a starting point for jumping deeper into a topic.
It said AI Overviews would not appear on all search results, but rather those it was judged to be the most helpful for, such as complex topics or for longer, more detailed queries.
Hema Budaraju, senior director for product management at Google Search, said: “Already, people are asking longer questions, diving deeper into complex subjects and uncovering new perspectives – which means more opportunities for people to discover content from publishers, businesses and creators.
“Since launching in the US, we’ve found people who use AI Overviews use Search more and are more satisfied with their results.
“People who are looking for help with complex topics are engaging more and keep coming back for AI Overviews. Additionally, we see even higher engagement from younger users, aged 18-24, when they use Search with AI Overviews.”
The technology has not been without its issues, however, with some early users in the US reporting a range of unusual and inaccurate responses and suggestions, which led to Google acknowledging the “odd” responses produced in some cases.
At the time, the tech giant said: “When AI Overviews get it wrong, it’s usually for other reasons: misinterpreting queries, misinterpreting a nuance of language on the web, or not having a lot of great information available – these are challenges that occur with other Search features too.”
On that issue, Ms Budaraju said Google would roll out Overviews gradually over several weeks to ensure it was working as intended.
“AI Overviews in Search are rooted in our core quality and safety systems, which we have been refining for decades to deliver reliable and high-quality information,” she said.
“We’ll be rolling this expansion out gradually over the course of several weeks, with a focus on maintaining Search’s high bar for information quality.”
