Global Reach: Google’s Search Generative Experience (SGE) Now Available in 120+ Countries

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Google’s generative AI reaches its broadest audience, expanding into 120+ new countries.

Enhanced search interactivity is introduced through new features, including follow-up questions and translated word clarification.

While accuracy and bias concerns persist, the widespread expansion underscores Google’s dedication to advancing generative AI.

Google has revealed a major expansion of its generative AI technology within Google Search, extending its reach to over 120 additional countries and territories.

Formerly limited to the United States, India, and Japan, the Search Generative Experience (SGE) feature has been made available in numerous regions for the first time. This expansion includes countries such as Mexico, Brazil, South Korea, Indonesia, Nigeria, Kenya, and South Africa, among many others.

Furthermore, the update introduces support for four additional languages – Spanish, Portuguese, Korean, and Indonesian. This extension significantly enhances access to generative AI for individuals who are non-English speakers.

Google has outlined plans to broaden language support shortly further.


New Interactive Upgrades Introduced


In addition to broadening access, Google is introducing interactive upgrades to make SGE more conversational.

One new feature lets you quickly pose follow-up questions directly from search results, allowing for deeper exploration of topics.

Another upgrade will underline ambiguous words in translations and allow you to select the intended meaning. Launching for English-Spanish translations in the U.S., this leverages AI to provide helpful context that reduces incorrect interpretations.

Additional features include highlighted definitions for specialized terms, such as medical and coding terminology. Users can hover over these terms to swiftly access visuals and explanations.


Is Generative AI the Future of Google Search?


These announcements underscore Google’s ongoing commitment to generative AI, positioning it as a crucial element in the future of search.

However, concerns persist regarding AI systems’ potential inaccuracies, biases, and transparency issues. As technology advances, Google must confront these challenges directly to establish and maintain user trust.

For now, this expansion marks a significant milestone in the transformation of search towards more human-like, two-way interactions.

To activate SGE, enroll in Google’s Search Labs and opt into the experimental features you wish to access.

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Shilpi Mathur
[email protected]