Search is changing at a breakneck pace, with Google rolling out new AI features so quickly it can be hard to keep up. So far, these AI implementations are being offered in addition to the traditional search experience. However, Google is now offering a sneak peek at how it may use AI to change the good old-fashioned list of blue links. The company says its new Web Guide feature is being developed to "intelligently organize" the results page, and you can try it now, if you dare.
Many Google searches today come with an AI Overview right at the top of the page. There's also AI Mode, which does away with the typical list of links in favor of a full chatbot approach. While Google contends that these features enhance the search experience and direct users to good sources, it's been easy to scroll right past the AI and get to the regular list of websites. That may change in the not too distant future, though.
Google's latest AI experiment, known as Web Guide, uses generative AI to organize the search results page. The company says Web Guide uses a custom version of Gemini to surface the most helpful webpages and organize the page in a more useful way. It uses the same fan-out technique as AI Mode, conducting multiple parallel searches to gather more data on your query.
Google suggests trying Web Guide with longer or open-ended queries, like "how to solo travel in Japan." The video below uses that search as an example. It has many of the links you might expect, but there are also AI-generated headings with summaries and suggestions. It really looks halfway between standard search and AI Mode. Because it has to run additional searches and generate content, Web Guide takes a beat longer to produce results compared to a standard search. There's no AI Overview at the top, though.
Web Guide is a Search Labs experiment, meaning you have to opt-in before you'll see any AI organization in your search results. When enabled, this feature takes over the "Web" tab of Google search. Even if you turn it on, Google notes there will be a toggle that allows you to revert to the normal, non-AI-optimized page.
Eventually, the test will expand to encompass more parts of the search experience, like the "All" tab—that's the default search experience when you input a query from a browser or phone search bar. Google says it's approaching this as an opt-in feature to start. So that sounds like Web Guide might be another AI Mode situation in which the feature rolls out widely after a short testing period. It's technically possible the test will not result in a new universal search feature, but Google hasn't yet met a generative AI implementation that it hasn't liked.
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