Google's AI-Driven Search Expands Globally: Now Available in India and Japan

Google is expanding its generative AI search experience, known as SGE (Search Generative Experience), to India and Japan, marking its first rollout outside the U.S. This new AI-powered feature is set to enhance how users find information with engaging overviews tailored to local needs.

Originally unveiled at the Google I/O Developer Conference in May, SGE introduces a conversational approach to Google Search. Users can ask questions about various topics and receive AI-generated responses similar to those from a chatbot. Recent updates have enriched this experience with support for videos, images, local information, travel recommendations, and new tools for summaries, definitions, and assistance with coding queries.

With this global launch, SGE is being fine-tuned for these new markets. In Japan, users will interact with generative AI in their native language, while in India, functionality will include both English and Hindi, allowing seamless language switching. To enhance user experience further, the feature will incorporate voice input—a popular option in India—enabling users to speak their queries and listen to responses instead of typing.

In both nations, traditional search ads will continue to appear in designated slots on the search results page, aligning with the growing prominence of AI chat experiences.

A notable addition to SGE is a feature aimed at improving the way users connect with relevant web pages linked to the AI's responses. Starting today, users will notice a new arrow icon next to information provided in an AI-powered overview. By clicking this icon, they can effortlessly access web pages that substantiate the AI's recommendations, fostering a richer understanding of the topic. This enhancement will initially be available in the U.S. and roll out to India and Japan in the following weeks.

Since launching SGE, Google has observed increased popularity among younger users, particularly those aged 18-24. This demographic shows higher satisfaction levels, appreciating the opportunity to pose questions in a more conversational style, which is a departure from the traditional keyword-driven search methods.

Further findings indicate users enjoy the ability to ask follow-up questions and tend to formulate longer, more detailed inquiries. While Google suggests that users find integrated ads beneficial, specific click-through rate data has not been disclosed.

To explore SGE, users can access it through the Search Labs section in the Google app on Android and iOS devices, as well as on Chrome for desktop users.