Google’s Search Generative Experience (SGE) was designed to revolutionize search by integrating generative AI to provide richer and more detailed search results. However, the rollout has been marked by several significant failures and challenges. Here are some of the most notable missteps.
1. Pizza Recipe Disaster
An AI-powered meal planner app developed by a New Zealand supermarket chain, using generative AI, suggested dangerous and inedible recipes. One suggestion was a “chicken pizza” that included ingredients like chlorine and glue, posing severe health risks. This incident highlighted the potential dangers of AI-generated content in areas that directly impact health and safety (Search Engine Journal) (AI Insight Media).
2. Misleading Academic Information
Google's SGE was involved in generating false academic claims, such as accusing several Big Four consulting firms of being involved in scandals. One notable false claim was that KPMG audited a bank involved in a planning scandal, which was incorrect. These errors caused reputational damage and raised concerns about the accuracy of AI-generated information (Search Engine Journal) (AI Insight Media).
3. Shrinking SGE Responses
Initial studies showed that the presence of SGE responses in search results has been shrinking. This was speculated to be due to issues with accuracy and user trust. The reduced footprint of SGE in search results suggests that Google may be reevaluating the feature’s effectiveness and user reception (9to5Google) (Search Engine Journal).
4. Bias and Sociopolitical Failures
SGE has been criticized for reinforcing biases and producing sociopolitical failures. Despite supporting multiple languages, AI tools often generate poorly translated outputs or default to English, disadvantaging non-English speakers. This bias has significant implications, particularly in educational settings where diverse linguistic backgrounds are common (AI Insight Media) (Nightwatch: AI-Ready SEO Monitoring Tool).
5. Impact on Organic Traffic
There are significant concerns that SGE could diminish organic search traffic, as users find AI-generated answers more satisfactory and less likely to click on traditional search links. This shift could negatively impact website traffic and the broader digital ecosystem, which relies heavily on organic search traffic for visibility and revenue (9to5Google) (Nightwatch: AI-Ready SEO Monitoring Tool).
Conclusion
While Google’s SGE aims to enhance search experiences, these failures highlight the importance of careful oversight and ethical considerations. Addressing these challenges is crucial for harnessing the full potential of generative AI without compromising safety, accuracy, and trust.
References
- 1. Tech.co, "AI Gone Wrong: A List of AI Errors, Mistakes and Failures," (2024) [Source]
- 2. Teachers College, Columbia University, "Artificial Intelligence Is Not Immune to Sociopolitical Failures," (2024) [Source]
- 3. Search Engine Journal, "SGE Responses Continue To Shrink In Google Search Results," (2024) [Source]
- 4. 9to5Google, "AI 'SGE' is scarily sufficient but maybe not Google Search anymore," (2024) [Source]
- 5. Onely, "What is AI Overviews? Formerly SGE - 2024 FAQ," (2024) [Source]