Alphabet, the parent company of Google, had strong financial results in the second quarter of 2023. This was driven by progress in artificial intelligence (AI) and improvements to Google Search.

During Alphabet’s earnings call, CEO Sundar Pichai highlighted the company’s continued dominance in AI and the ongoing enhancements to Search.

Pichai emphasized that Alphabet is leading the way in applying AI to improve its products and services, with Search being transformed by advanced AI capabilities.

AI Innovations Powering Search

Pichai highlighted the Search Generative Experience (SGE) as a significant innovation enabled by large language models like PaLM.

“We’re in a period of incredible innovation for Search, which has continuously evolved over the years.”

He said early user feedback has been “very positive” since launching SGE in limited beta.

“User feedback [on the Search Generative Experience] has been very positive so far. It can better answer the queries people come to us with today, while also unlocking entirely new types of questions that Search can answer.”

Pichai explained that SGE allows Google to handle more conversational, contextual and complex queries. This means Search can now provide intuitive responses beyond just blue link results.

For example, it can weigh multiple preferences and factors when users are researching a purchase decision or trip planning.

Pichai also hinted at future innovation, noting that the multimodal Gemini model under development will take capabilities even further.

“We have a number of experiments in flight, including ads, and we are pleased with the early results we are seeing.”

While questions remain around monetization, there’s little doubt Google’s push into generative AI marks the start of a new era for Search.

“As Alphabet continues to innovate and improve its AI capabilities, the possibilities for more personalized, intuitive, and efficient search and advertising experiences continue to expand.”

AI-Driven Advertising Performance

In addition to enhancing Google Search, generative AI boosts Alphabet’s advertising products.

Philipp Schindler, who serves as Senior Vice President and Chief Business Officer at Google, stated again that close to 80 percent of companies that purchase ads on Google Search have adopted at least one artificial intelligence-enabled advertising product that Google offers.

“AI has been at the core of our Ads business for years. In fact, today, nearly 80% of advertisers already use at least one AI-powered Search Ads product.”

Schindler explained that Google’s advancements in artificial intelligence technology assist advertisers in making smarter choices, overcoming difficulties, and boosting creativity in their advertising efforts.

Alphabet is experimenting with new ad positions, designs, and functionalities utilizing generative AI’s capabilities. This will provide users with ads that are more customized and engaging.

The Future of AI in Search and Advertising

Alphabet’s ongoing investments in artificial intelligence and its ability to successfully incorporate AI into Search and Advertising suggest that AI may be more prominent in these areas.

As Alphabet keeps advancing and enhancing its AI systems, the potential for more customized, intuitive, and streamlined search and advertising products grows.

A Boon For Smaller Sites?

Moving to a more conversational and contextual search that synthesizes information could benefit smaller sites with authoritative, in-depth content on niche topics.

If Google can understand and summarize the content well, it may boost their visibility compared to larger sites producing more general scope.

Small sites that “go deep” on a topic could get featured more prominently in search results.

However, there are risks, too.

One challenge will be optimizing for semantic search rather than exact keywords.

Suppose Google doesn’t require precise keyword matching. In that case, it may be harder for smaller sites to rank for specific queries unless their overall content is robust enough for the algorithm to make contextual connections.

As we advance, smaller businesses may need to focus more on providing comprehensive, insightful information within their niche rather than trying to target specific keywords directly.

The depth and quality of their content will likely determine how well generative search interprets and recommends their pages. It’s a shift in strategy that could help savvy small sites.

In Summary

Alphabet’s latest earnings call highlights how the company is leveraging AI, especially large language models, to evolve Google Search and Ads.

Early results suggest these innovations in generative AI will enable more intuitive, conversational interactions.

While it’s still early days, Alphabet’s progress shows the potential for AI to transform search and advertising experiences.

Featured Image: Koshiro K/Shutterstock