The AI-powered Google Search Generative Experience (SGE) search tool is currently available only at the request of the user, so it is not yet possible to investigate whether the company will be able to make money from it from advertising.

However, despite this, Google’s search business earned $44 billion, which is 11% more than last year.

Chief Commercial Officer Philipp Schindler said that “it is extremely important to us that in this new experience, advertisers still have the opportunity to reach potential customers in their search journey.” Therefore, the company will experiment with new formats that are in line with SGE’s working principles.

Implementing AI in search is a long-term game for Google. The company says that the development of search and Assistant could last for a decade. Therefore, Google is starting to think seriously about how to turn its AI-powered search into a more profitable business.