Google Unveils Search Upgrades: Generative AI & ‘Perspectives’

22 May 2023

At Google’s annual I/O developer conference, the tech giant unveiled its latest search upgrades, featuring generative AI and ‘Perspectives’. These upgrades aim to provide users with more personalised and diverse search results, catering to their individual interests and needs. In this blog post, we’ll explore these new features and their potential impact on the search landscape.

Generative AI:

One of the most significant upgrades announced at I/O is the integration of generative AI into Google’s search algorithms. Generative AI allows for more advanced natural language processing, enabling the search engine to understand complex queries and generate more accurate results.

This technology utilises machine learning models that analyse vast amounts of data to create new content, such as text or images. With generative AI, Google can now provide users with more diverse and personalised search results, catering to their specific search intent.

For example, if you search for “best restaurants in Sydney,” generative AI can analyse your search history and preferences to provide more tailored recommendations. This technology also helps users discover new and relevant content that they may not have found otherwise.


Another significant upgrade to Google’s search is the introduction of ‘Perspectives.’ This feature aims to provide users with a more comprehensive understanding of a topic by displaying multiple viewpoints.

When searching for a controversial topic, such as climate change or politics, ‘Perspectives’ displays a range of articles from different sources with varying opinions. This feature helps users gain a better understanding of the topic and encourages them to consider multiple viewpoints.

Furthermore, ‘Perspectives’ also allows users to filter search results based on specific criteria, such as time, source, or opinion. This feature provides users with more control over their search results, allowing them to tailor their experience to their preferences.

Impact on Search Landscape:

Google’s latest search upgrades have the potential to revolutionise the search landscape, providing users with a more personalised and diverse search experience. Generative AI can help users discover new and relevant content that they may not have found otherwise, improving the overall quality of search results.

Additionally, ‘Perspectives’ can promote a more inclusive and diverse search experience, allowing users to consider multiple viewpoints and filter results based on their preferences. This feature can also promote critical thinking and open-mindedness by encouraging users to explore different opinions and perspectives.

Google’s latest search upgrades at I/O featuring generative AI and ‘Perspectives’ are significant steps forward in the search landscape. These upgrades have the potential to provide users with more personalised and diverse search results, catering to their individual needs and preferences. With these new features, Google is taking a significant step forward in improving the overall search experience for users.

If you need any help or advice for your own digital strategy, simply get in touch! You can also follow Viva Digital on Facebook to receive regular news, tips and how-tos in your feed. Thanks for reading.

Paul Smith

Paul Smith

With more than 20 years of industry experience in the UK, USA and Australia under his belt, Paul Smith is a seasoned professional who will infuse your digital marketing with his wealth of knowledge and expertise. Paul specialises in digital strategy, SEO and data analytics.