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Artificial Intelligence 9 min read

Understanding Google Generative AI and Its Applications

Zach Boyette photo

Written by Zach Boyette

Co-Founder & Managing Partner @ Galactic Fed

Dallin Porter photo

Expert reviewed by Dallin Porter

Marketing Director @ Galactic Fed

Published 08 Nov 2023

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When ChatGPT hit the scene in late 2022, it kicked off a generative artificial intelligence (AI) arms race that involved all the major players. Naturally, Google accelerated its generative AI projects to keep pace with OpenAI and Microsoft. But what does Google generative AI do exactly?

That depends on which Google generative AI tools you are talking about. Google has launched Bard, a conversational generative AI chatbot much like ChatGPT. The tech behemoth has also released Google Search Generative Experience (SGE), an AI-based search engine. Here’s what you need to know. 

What Is Generative AI?

A 3D render of the letters AI

Before we get into the specifics of Google generative AI and the search generative experience, let’s circle back to gen AI in general. 

Generative AI is a type of artificial intelligence that can generate new content, whether it’s text, images, or even music, based on the data it’s fed. This AI learns from existing data and patterns to create something entirely new and original.

The magic behind this is a combination of machine learning models and neural networks, which mimic the way human brains operate. 

These models are trained on large datasets, allowing them to “understand” and generate new content that’s often indistinguishable from human-created content. It’s like having a virtual brainstorming partner that’s using its knowledge base to innovate. 

While the capabilities and functionality of each generative AI platform vary, most of them rely on text-based user prompts to generate content. The more refined and focused your prompt, the better the results. When creating prompts, you’ll need to be specific but concise to yield quality results. 

The implications of generative AI are tremendous. According to McKinsey, generative AI could add the equivalent of $2.6 to $4.4 trillion in value across 63 use cases. The most common of these use cases include service operations, product and service development, and marketing and sales functions. 

What Is Google Generative AI?

Now, let’s zoom into Google generative AI. Google, a pioneer in AI, has developed its version of generative AI, harnessing its massive computing power and extensive data. 

This AI goes beyond just understanding and processing information; it’s about creating new content that can be as diverse as writing code, composing music, or even designing visual art.

Google’s approach to generative AI stands out in its ability to handle complex tasks and large-scale data. From helping programmers write better code to assisting artists in exploring new forms of art, Google generative AI has major implications for numerous industries. 

Currently, Google offers several different AI-powered tools.


Bard is Google’s answer to ChatGPT. It is an AI-powered chatbot that functions using the standard question (or prompt) and answer format. Google scrambled to release Bard after ChatGPT hit the scene in late 2022. However, the project was clearly rushed and had near-disastrous results.

While Bard has since regained its footing, the AI-powered chatbot has struggled to steal market share from ChatGPT. Still, the minds at Google are known for their persistence and innovation, so expect the next generation of Bard to be significantly more sophisticated than its predecessor. 

PaLM API and MakerSuite

PaLM API is an experimentation tool that allows developers to get creative with large language models. You can access this tool through Android, Colab, Firebase, and Vertex AI. It is designed to significantly boost productivity for teams involved in idea prototyping and conceptualization. 

For even faster and more efficient prototyping, you can use Google’s MakerSuite, which leverages the power of the PaLM API in a no-code, user-friendly environment.

Studio Bot

Studio Bot is an AI-powered coding assistant for Android developers. Users can ask Studio Bot questions, seek help with fixing errors, and obtain code snippets. It is an add-on for Android Studio, Google’s Android app development solution. 

Like other AI tools, Studio Bot is constantly learning and getting better. Over time, it has the chance to become a valuable tool for developers. 

Google SGE

Google Search Generative Experience (SGE) is an AI-based search solution that generates more dynamic user results on search engine results pages (SERPs). 

Google SGE empowers users to ask new kinds of questions, find the knowledge they are looking for faster, and ask conversational follow-ups if their initial results don’t quite fit the intent of their search. 

Google SGE is in its experimental stages, and its performance can vary greatly. Still, it marks a major step forward in how users connect with information. 

When conducting a search on Google SGE, you’ll see AI-generated rich results at the top of the SERP. You’ll also have the opportunity to ask a follow-up question or choose from one of several pre-selected follow-ups. 

Google Generative AI vs. Google SGE

As an AI-based search solution, Google Search Generative Experience is all about giving you smarter, more personalized results. It operates within a stricter framework and specific rule set, as it strives to generate responses within the context of a traditional internet search. 

Google SGE operates in areas where data needs to follow certain formats or structures. It’s less about creativity and more about accuracy and adherence to predefined structures.

In contrast, Google generative AI solutions like Bard thrive on creativity and the generation of novel content. As such, it is suitable for a broader range of applications where innovation and creativity are key. 

Applications for Google Generative AI

There are numerous use cases for Google generative AI solutions like Bard and Studio Bot. 

Content Creation

You can use Google Bard to generate rough drafts of blogs, landing pages, and other written content. Doing so will save you countless hours and help you create holistic, optimized, and grammatically correct content. 

However, Bard (or any generative AI solution) is not foolproof. After all, it pulls its knowledge from the internet, meaning it can get key details and facts incorrect. Therefore, thoroughly proofread the content you create with Google generative AI and verify any facts and statistics prior to publishing.  

Design Generation

Google generative AI doesn’t just produce text; it can also create powerful visuals. All you need to do is input a general prompt of what you want and let the learning model do its thing. In seconds, you’ll have a digital image that features the subject matter you provided.

However, it may take a few tries to get an image that aligns with the intent of your query. As with other prompts, it is vital that you are as specific and concise as possible when using generative AI to create visual designs. 

Language Translation

Google generative AI can also streamline language translation without negatively impacting the tone or vibe of the content. This is important if you oversee marketing campaigns for international audiences. 

That said, it is vital to have a native speaker verify the accuracy of the translation, especially if the original text included analogies, euphemisms, or other elements that don’t typically translate well. 

Artistic Expression

Have an idea that you can’t quite conceptualize into a tangible asset or design? Google generative AI excels at bringing raw ideas to life, even if you don’t know exactly what you are looking for. 

Instead of wasting countless hours designing artistic content, you can ask Google generative AI to do it for you. What used to take hours or even days can now be done in minutes. 

Applications for Google SGE

Google’s AI-driven search engine shines in connecting you with timely, relevant information. This is particularly useful when you need specific facts or statistics to support your content. 

Google SGE has access to real-time data, meaning you can get relevant data points. This differs from traditional search engines, which often yield the highest-ranked results, not necessarily the most relevant. 

Integrating Google Generative AI Into Your Marketing Strategy

As a savvy marketing professional, your head is probably spinning at the possibilities and applications of Google generative AI. While it is wise to be excited, you must be strategic about how, where, and when you incorporate generative artificial intelligence into your marketing mix.

For most marketers, the natural starting point involves using Google generative AI to assist with creating content outlines, asset ideation, and generating rough drafts. You can immediately start using gen AI for these applications and derive a near-instant benefit. 

However, content generation is only the beginning. As Google generative AI evolves and you become more confident in the platform, you can explore additional use cases and maximize your team’s productivity. Embracing Google generative AI early will give you a definitive edge over the competition and help you create better content faster.

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Zach Boyette photo

Zach Boyette

Co-Founder & Managing Partner @ Galactic Fed