Google AI search test run down under: what we’re seeing

As technology races ahead, the integration of AI into our everyday tools has become a game-changer. Recently, Google launched its AI-powered search capabilities in Australia, and I had the chance to get early access.

After observing its impact in the US for the past year, I was eager to see how it would play out down under. Google’s AI-powered search was introduced as a mind-blowing advancement set to revolutionise Search, but what we’re seeing here is more like a test run—a simpler version while Google picks up cues from its Australian roll-out.

Let’s start with what it will mean for consumers.

Overview of Google AI-Powered search

Google’s new AI-powered search, now known as AI Overviews (AIO), uses generative AI to provide rich, conversational answers right in your search results. Instead of just showing links to websites, AIO gathers information from multiple sources to deliver detailed, contextual responses.

Google is gradually rolling out AIO in Australia to a select group of users (I’m one of them), with a full public launch expected by 2025.

This phased approach allows Google to fine-tune the experience before a wider release. This video introduction of Google’s new capabilities shows what the end product should look like.

AI Overviews are selective 

Interestingly, AIO only appears for about 10% of queries, on average. Google has been experimenting with which keywords trigger AI answers. Although they reached a high of 90% of keywords in November 2023, they’ve since dialled it back.

As of now, certain topics aren’t getting AI-generated answers, including:

• News and politics: These topics need real-time, accurate updates that AI may not reliably provide;
• Product reviews: Genuine reviews require hands-on insights and personal experiences that AI can’t replicate, so human-authored content is preferred;
• Local searches: Local queries demand precise, location-specific details that are often best sourced from real-time, verified local information;
• Searches that could impact someone’s health or wealth (known as YMYL searches): Google adds a disclaimer for those queries: “for informational purposes only”; and
• Pure brand or navigational searches.

If a search isn’t available for an AI answer, Google will let you know.

After trying various types of searches, I found AIO shows up for similar searches as the US, with a huge focus on informational searches (where the user’s primary goal is to get an answer to a certain question or find a specific piece of information).

Brands and industries relying a lot on top of the funnel organic traffic to drive business outcomes could see a significant impact as Google will now leverage AI to answer questions directly in the search results.

No ads currently in AI Overviews

Google is testing various ad formats, including search, shopping, and ads within AI-generated content, though the full roll-out timeline is unclear.

Early indications suggest ads will appear in relevant queries and be clearly marked as sponsored. However, this is currently not live in Australia or New Zealand. Google has taken a cautious approach to AI to protect its search ad business.

Where AIO shines

The launch of AIO brings some exciting benefits for everyday users:

Better access to information

AIO minimises the need to click through countless websites. Users receive comprehensive answers in one place, making the search experience much more streamlined. Initially, only one source appears, but once you expand the AI answers, you’ll find around 6 to 10 authoritative sources cited. This encourages users to explore further if they wish.

Google is testing various use cases in the US covering popular topics such as travel, food and fitness (currently limited in Australia and New Zealand).

Easier complex queries

AIO can handle intricate, multi-part questions. Instead of searching for “best coffee shops” and then “top-rated croissants,” you can simply ask, “What are the best coffee shops with top-rated pastries nearby?” This shift in search behaviour is significant; recent trends show a 1.5x increase in longer queries among US users.

Unfortunately, I didn’t trigger many answers with this feature, which is still being improved on. This is by far one of the most exciting and helpful features for consumers by combining multiple queries into one.

Complex multimodal queries

AIO now incorporates features like Google Lens, allowing users to perform visual searches alongside text. This multimodal approach enhances search functionality and caters to diverse user preferences.

Circle to Search

A new feature allows users to search for information on their Android phones without switching apps. You can select text, images, or videos on your screen by circling, tapping, highlighting, or scribbling. It makes searching feel more natural and instantaneous. Circle to Search is currently available on the Pixel 8 and Samsung Galaxy S24. Sorry, Apple users!

More personalisation

AIO tailors search results based on individual user behaviour. This means that your search experience is increasingly relevant, considering factors like past searches, location, and trending topics. As users adapt to this conversational search style, they are asking complex, natural-language questions, leading to even more tailored answers.

Harder to find organic content and niche content

One downside? It’s becoming harder to find organic content, especially on mobile. Google AIO also tends to favour big brands a lot, making it harder to discover smaller content creators and blogs. This is not anything new that SEOs aren’t familiar with, but this change will likely amplify this even more

Reshaping the consumer experience

Google AIO is already clearly reshaping the consumer experience by providing more personalised, efficient and engaging search results.

From experiencing it first-hand, the current version available to Australians is limited compared to the US, but consumers can definitely expect more features to be rolled out.

There are some obvious concerns around certain types of content being buried, and how AIO will handle misinformation and disinformation will be a challenge for Google (not one they’re not unfamiliar with).

Consumers are likely to adapt pretty quickly. I know I did in my couple weeks playing with the feature.

What this means for brands is going to be critical, and preparation is key. I’ll be unpacking that in part two. Stay tuned!

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