Most marketers and brands are curious to see what the new Google Search features will look like, particularly the AI Overviews and the new ads. In this article, we provide a complete overview of the 12 most important new Google Search features announced in 2024 (with images for every new feature).

These features are expected to be introduced in the coming weeks or months, depending on each one.

Google is aiming to satisfy user’s needs “better than ever” and help businesses showcase their products with new AI-powered features.

At Google Marketing Live Keynote 2024, Google first highlighted how they made improvements to different searches in order to match the new trends:

1. Deliver exactly what every user wants (Trend 1: “Exactly-What-I-Want” Search)
   
   Google promised that “Now, with generative AI, it's easier to get help finding anything, no matter how specific.”
    
2. Answer even the most complex questions, taking into account multiple variables (Trend 2: “Complex Search Made Easy”)
    
3. Answer searches that don’t use words, but images or videos instead (Trend 3: Search Beyond Words)
    
4. Help not just get answers, but explore or be inspired (Trend 4: Beyond Answers)

Google wants to help users explore or get inspired, similarly to posts from social media, and discover more about things like:

• Outfit ideas
• Best places to eat with kids
• Rainy day activities
   

Here are the 12 most important new Google Search features announced by Google in 2024:

(Note: Most features are only during testing and are expected to be rolled out in the next period)

1.AI Overviews

Announced: May 14, 2024
Status: The feature is only available for logged-in users from the US at the moment.

What is Google’s AI Overviews?

Google’s AI Overviews are an enhancement of what was previously known as the Search Generative Experience (SGE). AI Overviews are designed to help user’s by answering questions, helping with planning, find the best products, articles, places and more, all through AI generated results pages.

Google’s Search Generative Experience was first announced on May 10, 2023.

Google is evolving from just presenting a list of links to developing fully personalized answers for nearly everything.

Here is an example:

Users will be able to:

• Ask follow up questions
• Ask for simpler or more detailed responses 
  
  
   
• Make shopping lists
• Make daily/weekly/monthly plans for eating, training and more
   

• Search using videos or photos
   

• Get tailored recommendations
• And more
   

Google Ads will take more space than Organic Search results

Google presented how the ads would be displayed above or below the AI Overviews:

Google mentioned that the new ads will allow businesses to “reach consumers in new moments of exploration with ads integrated into AI Overviews”.

How many searches will have AI Overviews?

According to Search Engine Land, AI Overviews won’t be displayed for all searches. Although Google would not say what percentage of queries will generate an AI Overview, Search Engine Land and Ziptiedev shared that about 60% of searches will not have AI Overviews enabled:

However, this feature is in testing. Therefore, we would get more precise data once Google officially makes it available to everyone.

2. Circle to Search

Announced: Jan 17, 2024
Status: Available only on Pixel 8, Pixel 8 Pro and the new Samsung Galaxy S24 series.

Shopping ads will start showing at the top of visual search results when consumers use Google Lens or Circle to Search. This new ad experience in visual search results will allow businesses to “find untapped demand in new Search ad experiences” by showcasing their products when they’re relevant to the photos and screenshots that people search with.
 

Users will be able to use whatever way comes naturally to them— like circling, highlighting, scribbling or tapping. They will also be able to select directly from other apps like social media and even ask specific questions after uploading.
 

3. Interactive Ad Experiences with Search ads that provide AI-powered recommendations

Announced: May 21, 2024
Status: Will be tested with select advertisers in the coming weeks

The big picture: Google presented how the AI capabilities could enhance ads to provide more tailored advice and recommendations based on a user’s specific needs and context.

How it works. For example, when a user searches for "short-term storage" and clicks on an ad from a storage facility, they will find an AI-guided tool designed to assess their storage needs.

• Users could provide details such as photos of the items they need to store and their budget.
   
• Google’s AI would analyze this information to recommend a suitably sized storage unit and suggest packing materials from the advertiser’s website.
   
• The experience would then redirect to the advertiser’s website to finalize the purchase. 

4. Members-only pricing in Shopping ads

Announced: May 21, 2024
Status: Will be launched in the coming months

With Performance Max and standard Shopping campaigns, businesses will be able to display member-only exclusive pricing and make their loyalty program a competitive differentiator.
Besides member-only exclusive offers, businesses will be able to display other types of special pricing as well, for example: new customer order promotions.


 

5. Personalized shopping tips with “style recommendations”

Announced: Mar 27, 2024
Status: “Starting with signed-in U.S. shoppers using mobile browsers and the Google app”
Shopping categories: certain apparel, shoes or accessories items.

How it works: When Shoppers will be searching for apparel, shoes or accessories, they will also see a section labeled “style recommendations.” There, they will be able to rate the options with a thumbs up or thumbs down, or a simple swipe right or left, and instantly see personalized results.

6. Video highlights for Shopping ads

Announced: May 21, 2024
Status: Google will be working to introduce it later this year.
Shopping categories: select apparel and beauty


 

How it works: This experience will invite shoppers to explore curated short videos from advertised brands, discover helpful customer quotes about a product, and browse additional brand offerings.
Consumers will also be able to add the product to cart and purchase it instantly if they are using Google Pay.

7. Virtual try-on in Shopping Ads

Announced: Multiple times under different forms during 2024 and 2023
Status: Google will be working to introduce it in the coming months
Shopping categories: Men’s and women’s tops

This experience will help shoppers see how the clothes fit on a variety of body types to build the confidence to buy.

8. 3D product spin and product details in Shopping Ads

Announced: Multiple times under different forms during the last 2 years
Status: Google is working on introducing it in the coming months

Businesses can simply provide a few product images, and Google AI will create a 3D spin of the product.
Shopping ads will also become even more informative by automatically surfacing key product information from businesses' websites and positive highlights from customer reviews.
 

These 360 views would be able to be generated through AI in Google’s Product Studio.

9. Bring your vision to life with image generation

Announced: Nov 16, 2023
Status: Google is testing it since December 2023 with users from the US that opted into SGE (Search Generative Experience) through Search Labs.

Google developed an AI image generation for shopping, allowing consumers to shop for apparel styles similar to whatever they had in mind.

For example if users will be looking for a new jacket, but haven’t found the right match. After searching for a query — like “colorful metallic puffer jacket” — users can tap “generate images” to see photorealistic images that match your vision. Once they find one they like, they can just click it and scroll to see shoppable options.
 

10. Gift recommendations with AI

Announced: Nov 16, 2023
Status: Only available for testing for Search Labs registered users.

For different festive occasions, when users will be searching for “gifts” or “gift ideas”, Google will display Shopping carousel ads with different product ideas.
 

11. See more from your favorite brands

Announced: Mar 27, 2024
Status: Available for US shoppers

How it works: US Shoppers will also be able to select brands they’d like to see more of while shopping with Google. Once users select them, they will see options from those brands right away and they will also have a section called "Popular from your favorite brands".

12.  Showing brand info at a glance

Announced: May 21, 2024
Status: Google said they will roll this out in phases in the coming months.

The big picture: According to Google, more than 40 percent of shopping queries on Search mention a brand or retailer.
 

How it works: Google will introduce a new visual brand profile right on Search that gives richer results for those common shopping queries. The new visual brand profile will highlight information provided through Google Merchant Center - as well as Google’s Shopping Graph.

The visual brand profile will spotlight:

• Engaging product and brand imagery
• Videos
• Customer reviews
• Current deals
• Promotions
• Shipping policies
• And ads
   

Why we care: These changes are expected to redefine the search experience and how businesses will get customers from Google.

Google said that from their research, they found that: “People who use AI Overviews, actually use Search more and are more satisfied with their results. And when people click from AI Overviews, these clicks are higher quality, where users are more likely to spend more time on the site.” (Mentioned at Google Marketing Live Keynote 2024, based on their research)

By integrating AI in Google Search and with the introduction of the new Ad Features, Google is aiming to satisfy user expectations. Google’s CEO Sundar Pichai mentioned that he remains optimistic and he understands that this is a big change: “These are disruptive moments. AI is a big platform shift”.

As Search tactics become more advanced and refined, it's important that advertisers understand how these features will change the user experience. Additionally, advertisers must learn how to measure the incremental impact of these new formats to better make marketing decisions.