Technology behemoth Google on Thursday added generative artificial intelligence (AI) feature to its search tool for users in India and Japan.

Over the past few months, Google has been experimenting with bringing generative AI capabilities into Search. "We've learned a lot from people trying Search Generative Experience (SGE) in Search Labs, and we've also added new capabilities, from bringing videos and images into responses to local information and travel recommendations," the tech giant says in a statement.

"We're also making it even easier to find web pages that support information in AI-powered overviews, and sharing insights on what we've learned so far," it says.

Google launched Search Labs in the first countries outside the U.S. — India and Japan — enabling people to opt into SGE to help them "better understand topics faster, uncover new viewpoints and insights and get things done more easily."

"Like in the U.S., people in Japan and India will be able to use generative AI capabilities in their local languages, either by typing a query or using voice input. Unique to India, users will also find a language toggle to help multilingual speakers easily switch back and forth between English and Hindi. And Indian users can also listen to the responses, which is a popular preference," the search giant says.

In both countries, Search ads will continue to appear in dedicated ad slots throughout the page.

"In the few months since launching generative AI in Search, we're finding in our research that people are having a positive experience, and are using SGE for help with more complex queries and entirely new types of questions. We're also seeing the highest satisfaction scores among younger users (18-24 year olds), who say they enjoy being able to ask follow-up questions conversationally," the tech giant says.

"We're seeing people try queries that they never may have thought they could search for before, creating new opportunities for Google to be helpful," it says.

Google says it also found that people are finding ads either above or below the AI-powered overview helpful, as they provide useful options for people to take action and connect with businesses. "This generative AI experience helps people explore a range of perspectives and serves as a jumping-off point to explore web content. We recently shared that we were experimenting with even easier ways for people to discover and visit the web pages that back up the information in AI-powered overviews. During testing, we’ve learned that people find it easier and more understandable when access to these links is presented within the overview itself," says Google.

Google says it is important to note that generative AI in Search remains an experiment and the company continues testing different ways of presenting results and listening to feedback, while prioritsing approaches that continue to drive traffic to relevant websites.

Search Generative Experience

Google launches generative AI search in India