Google brings AI to the forefront of Search in Africa

Onome Amuge

Starting today, Google will be rolling out its Search Generative Experience (SGE) in the sub-Saharan Africa region as an opt-in experiment in Search Labs.

The AI-powered feature will be available in English and aims to provide entirely new ways for users to find information on the web. It uses cutting-edge technology to answer questions that ‘Search’ couldn’t previously answer and helps organize information in a more meaningful way.

Improving Search with generative AI

With the new SGE feature, people will see an overview of key information on their search topic, powered by AI. The AI will also provide links for more in-depth information on the topic. This feature is particularly useful for those who may feel overwhelmed by the sheer amount of information on the web. For example, instead of searching for the question “Does honey ever spoil?” and wading through pages of information, Search will provide a concise overview and further links to relevant information.

After providing the overview, SGE will give users suggested next steps for exploring their topic, such as suggested queries or follow-up questions. With each click or query, the search experience will carry over relevant context from the previous one, creating a more natural and intuitive way to learn about a topic.

Featuring a wide range of voices and sources

Since feedback from others is often important when making decisions, SGE will highlight and drive attention to relevant web content, making it easier to explore the topic at hand. Google is committed to continuing to send traffic to sites on the web, even as AI becomes more prevalent in Search. SGE will display more links and a wider range of sources, giving content creators the opportunity to be discovered.

SGE will continue to feature ads from trusted advertisers in dedicated spots on the page. Google remains committed to clear and transparent ad labeling to help users identify ads from organic results. Ads will continue to be clearly labeled as “Sponsored” in bold black text.

Google said it is taking a responsible approach to bringing new generative AI capabilities to Search. The company is training the AI models used in SGE to meet the high bar for quality that Search is known for. To further ensure accuracy, Google is limiting the queries where SGE is used to ensure that the AI models are reliable and maintain Search’s quality standards.

Commenting on the development, Wambui Kinya, GM for Search in Africa,said, “With new generative AI capabilities in Search, we’re now taking more of the work out of searching. We’re imagining a supercharged Search that does the heavy lifting for you so you’ll be able to understand a topic faster, uncover new viewpoints and insights, and get things done more easily.”

Kinya stated that the Search Generative Experience is just the beginning of Google’s journey to make Search radically more helpful, adding that Google is excited to bring the new feature to the SSA region and looks forward to getting feedback from users as they continue to improve the experience.