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Google’s Search Lab Experiments with Generative AI

What some refer to as the latest digital revolution has been sparked by the success of Microsoft’s multibillion-dollar investment in OpenAI, as terms like “generative AI” have gained widespread usage, and ChatGPT has seen record-breaking adoption.

AI Transformations

The success of OpenAI has put generative artificial intelligence technologies firmly on the agenda of the marketing industry, much like the widespread adoption of the internet in the 1990s and smartphones and social media in the late 2000s and early 2010s.

The popularity of ChatGPT, which is thought to have reached 100 million users in January of this year, has also appeared to give Microsoft control over the industry narrative. Earlier this week, Microsoft unveiled a chat API that offers a tool for third-party publishers to monetize their content with ads.

Google I/O and AI

The industry leader Google, which will follow up this week’s developer conference Google I/O with its YouTube upfront (dubbed Brandcast) and Google Marketing Live in the coming weeks, was foreclosed by Bing’s chat API.

The online juggernaut debuted its Search Labs experiments at Google I/O, culminating in the Search Generative Experience, or “SGE,” which aims to imitate the recent success of the Microsoft camp by employing a chat interface in a similar way.