Project Magi: new search engine and new search functions

While the use of rival search engine Bing is slightly increasing thanks to its integration with AI (ChatGPT), Google is working on an entirely new search engine that uses AI technology called Project Magi. In addition, a team of more than 160 engineers is working on adding several new search functions based on AI technology to the existing Google Search. These new features will be released next month for a small group of users to test.
With the new functions, users should receive an immediate answer to a search query via a chatbot. They try to prevent the 'old' way, with ten search results on a page, where you must find the best result by yourself.
Another new possibility is that users can complete (financial) transactions within the search engine, such as buying shoes or booking flights.

New search engine

The new search engine should offer users a more personalized experience and anticipate user needs as much as possible. For example, it would learn what users want to know based on what they are looking for or have searched for and provide lists of pre-selected options for buying or researching things. In any case, Google discusses 'major changes' in Google Search.

• It offers an interface similar to ChatGPT. Search will be more personal, like having a personal chatbot. The chatbot will adapt to the user's preferences and ask follow-up questions if necessary.
• All search results are tailored to individual needs; this means there will be fewer irrelevant results. Of course, this only gets better the more you search.
• Transactions take place entirely within Google. Buying products and booking flights can be done entirely within Google Search and will be easier. After all, Google knows what shoe size, model, and colour you like. And thanks to Google Pay, the user never has to leave the search engine.

The future of the search engine?

There is yet to be a timeline for this new search engine, and much is still unclear about its content and appearance, but it does show Google's ambition to stay ahead in the search engine space.
Surely, ads will likely come back in one form or another: after all, Google will want to keep the goose with the golden eggs alive as long as possible.

The question is whether e-commerce companies will be happy with these changes. In a search engine that looks at existing preferences, it becomes difficult to show a product to new users, and Google determines whether or not a product is shown (unless you can buy a priority position for a fee?). Google won't want to stop advertising sales, but e-commerce companies must undoubtedly adjust their strategies.

In addition, Google will charge a large commission percentage if it sells one of your products in its search engine. There may also be a danger that you will remain within your existing bubble; the opportunity to see something new and surprising must remain.

In 2009, Google already tried to personalize the search results. But a decade later, Google admitted that personalization offered little benefit to searchers. Aside from showing past searches and showing local results based on the user's location, personalization was largely withdrawn.
The playing field has changed thoroughly, and Google feels the hot breath of Microsoft Bing and other players. The need to stay at the forefront of 'searching the Internet' is indispensable for Google's business model.