Google Building New Search Engine, Upgrading Existing One With AI Features: Report

Tech giant Google is reportedly building a new search engine powered by artificial intelligence (AI) and upgrading its existing one with the technology, according to a The New York Times report.

The fresh features for the new search engine and existing one are being developed under project ‘Magi’. Google designers, engineers and executives are working on this search engine which is expected to offer users far more personalised experience than what’s offered currently. 

In a recent statement, a Google spokeswoman Lara Levin said that the company is excited about bringing new AI-powered features to search and will share more details soon.

According to SimilarWeb statistics, Google’s grip on the search engine market share is at 90.60 per cent in March 2023, which makes it the most popular and most used search engine in the world. It is followed by Yahoo at 3.25 per cent and Bing at 3.12 per cent.

Since the breakaway popularity of OpenAI’s ChatGPT and announced AI-powered integrations in Bing search engine, Google has had to scramble to up its search game, fearing the disruption caused by AI technology since November last year.

The latest updates to Google search engine could potentially bring the power of AI to smartphones and devices soon.

The New York Times report mentioned that Google created a task force in its search division to start building AI products within two weeks of ChatGPT’s release for the general public in late November.