Not long ago, whenever we searched for something on Google—whether it was for general information or to find a business—we were presented with a list of links. Some of these links were paid promotions, while others were organic search results. But things have changed. Today, when we search on Google, we’re often greeted with a full AI-generated answer instead of just a bunch of links.
This new feature is called SGE, or Search Generative Experience. Google introduced SGE as part of its shift toward integrating generative AI into the search experience. Now, instead of simply providing links, Google gives users a detailed, conversational response powered by AI.
This change was prompted by the rise of tools like ChatGPT and DeepSeek, which began offering users in-depth, dynamic answers to their queries—something Google’s traditional search format didn’t do. People started turning to these tools for more interactive and personalized results, including the ability to ask follow-up questions or refine their queries on the fly. Seeing this shift, Google launched SGE to keep up with user expectations and provide a better search experience directly within its own platform.
SGE uses generative AI to gather information from various sources and provide a detailed summary or overview on the searched topic. Whether it’s explaining a concept, offering step-by-step instructions, or summarizing complex data into key points, this tool aims to make information more accessible and useful to users. While Google previously offered features like rich snippets, SGE is a much more advanced version, enhancing those capabilities with real-time generative intelligence.
To use SGE, you need to activate it through Google’s Search Labs. Once enabled, every search you conduct may offer an “AI Overview” at the top of the results. The term “SGE” and “AI Overview” are used interchangeably now, so don’t get confused—they both refer to the same feature.
For example, if you search “What is SEO?” after enabling SGE, you won’t just see links. You’ll get a comprehensive answer right at the top of your search page. The traditional list of links is still there, but now you have the benefit of a summarized explanation as well. It saves time and gives a clearer understanding of your query.
Behind this, SGE works just like any generative AI system. It uses models and algorithms trained to create content—from text to instructions and summaries—based on your input. In simple terms, generative AI helps in producing meaningful, contextual information without needing to click through multiple websites.
So, whether you’re someone new to the digital world or a tech-savvy user, SGE brings a more user-friendly, efficient way to search. It turns your queries into direct, readable answers and adds value by pulling from a variety of sources—all without needing third-party tools. As Google continues developing AI, tools like SGE will only become smarter and more personalized.
