How Generative AI is Shaping the Future of Google Search

2024 marketing trends

We all know by now that Google makes changes to its search algorithms regularly and has become synonymous with finding information online over time. 

However, the way we search and the results we obtain are transforming, (again) thanks to the integration of generative AI into Google’s search algorithm.

Here, I will expand on what Generative AI is, explore how Google is leveraging this technology, and discuss the potential implications for users and the future of SEO.


Understanding Generative AI

Generative AI refers to artificial intelligence algorithms that can generate new content, such as text, images, or even videos, based on patterns and data it has learned. 

Unlike traditional AI models we commonly see that rely on pre-programmed responses, generative models can create original content by learning from vast datasets.

The most common and popular example of generative AI is OpenAI’s GPT (Generative Pre-trained Transformer) model, which powers natural language understanding and generation tasks. 

It is seen in the highly used ChatGPT service where a user can give the AI prompts, and it will fulfil the request. The more information you give it, the more it learns and gives you better and more defined responses and results.


Google’s Integration of Generative AI in Search

Google has always been at the forefront of implementing technology to enhance the user experience and how users can find the information they need as soon as possible, and generative AI is no exception to this. 

Google has incorporated machine learning models like BERT (Bidirectional Encoder Representations from Transformers) and other generative models into its search algorithms. However, the question still stands, how does this change the overall Google search?


Improved Understanding of User Intent

At its core, the integration of generative AI into Google’s algorithms represents a leap forward in delivering more refined and relevant search results. By continuously learning from vast datasets and adapting to linguistic shifts, this technology anticipates user behaviour and surpasses the evolving expectations of online searches. 

In essence, generative AI empowers Google to comprehend the subtleties of human communication, providing users with a search experience that transcends traditional keyword matching and sets a new standard for precision and relevance in information retrieval.


Featured Snippets and Rich Content

Google has always taken showing relevant information without the user going through much effort seriously. This is shown with featured snippets on the SERP (Search Engine Results Page). Now that Google is incorporating generative AI, it aids in providing concise and informative featured snippets.

Rich content like interactive snippets and visuals are becoming increasingly prevalent, providing users with a more engaging and informative search experience. You can say goodbye to the days when you had to endlessly scroll through the SERP to find your needed answers.


Semantic Search and Contextual Understanding

The beauty of generative models is that Google can enable a deeper understanding of semantic relationships between words, allowing for more contextually relevant results.

This change towards semantic search benefits users by delivering more precise and meaningful information. The search engine is not just matching keywords but understanding the context in which those keywords are used.


The Future of User Searches

As Google continues learning and refining generative AI, users can expect a more intuitive and personalised search experience. The technology’s ability to comprehend natural language and discern user intent means that search queries will yield results that align more closely with what users are searching for. So, what does this mean for the future of how users conduct searches?


Conversational Search

The first change we could see in the future of Google’s search is conversational search. This enables users to interact with search engines in a more natural, dialogue-like manner. This creates a way for a more user-friendly and dynamic search experience.

Instead of relying solely on keyword-based queries, users can expect to engage in more natural, conversational interactions with Google to find and get the best results possible.


Personalised Search Experience

Generative AI could enable a more personalised experience for a user. As I said earlier, generative AI learns more as you interact with it and give it more information. 

The search engine could better understand user preferences, search history, and intent, providing tailored search results to individual users. This could improve user satisfaction and engagement.


SEO in the Generative AI Era

Now that we’re stepping into the world of AI, we have already seen a change in the marketing world. However, now that Google has started to integrate generative AI, we may see differences in SEO strategies. Marketing Managers and SEO executives need to understand the impact this may have on how SEO is performed.

While traditional keyword optimisation remains important, there is an increasing emphasis on providing high-quality, contextually relevant content. Here are a few considerations for the evolving SEO landscape with generative AI:


  • Natural Language Content

Future SEO efforts should focus on creating content that aligns with natural language patterns. Generative AI places a premium on context, making it crucial for websites to produce content that is not just keyword-rich but also contextually meaningful.

Crafting new content that will address user queries in a natural and conversational tone will likely become more critical for SEO success.

  • User Intent Optimisation

It is highly important to optimise your content for user intent. Generative AI aims to break down the user’s underlying purpose, so tailoring content to address specific user needs becomes highly important for SEO success.

This involves not only understanding what keywords are relevant to the content and queries but also grasping the user’s broader intent and delivering content that fulfils those intentions.



In the new era that is AI, it is obvious that Google is going to leverage this technology to improve its search algorithm to provide a more sophisticated and personalised experience. As AI develops, Google’s landscape keeps evolving; it is only a matter of time before the world of SEO and digital marketing starts to move in a new direction.

It is super important to adapt to these changes if you want your website to rank alongside generative AI’s current usage patterns in the industry. While still practising current SEO techniques like keyword research and gaining backlinks, just keep in mind these few SEO changes that we may see happen over the next couple of years.

Sam Whitlock

Sam Whitlock

Hey, I’m Sam! I am an SEO Account Executive here at Repeat Digital. Before joining Repeat in October 2023, I was the marketing lead at a Nottingham-based e-liquid manufacturer, helping people across the city quit a bad habit and turn over a page to a healthier lifestyle. However, my journey did not start there as I am originally from Wolverhampton, West Midlands. There is where I began my career at a builders merchant doing various jobs involving IT and social media marketing. Eventually, this led me to a marketing agency as an SEO Executive Apprentice, where I focused more on the manufacturing industry. In my free time, you can find me getting stuck into gaming, watching movie after movie with my partner, or out with a camera, as I was a freelance photographer once!

Contact Us

3 + 5 =