In a significant development, Google has announced the integration of generative artificial intelligence (AI) into its core search engine.

This decision follows Microsoft’s incorporation of GPT-4 into its Bing search engine earlier this year. The newly introduced feature, called Search Generative Experience, will enable the system to generate responses to open-ended queries.

However, the functionality will initially be limited to a select number of users and is still in the experimental phase.

Sundar Pichai, the CEO of Google’s parent company Alphabet, emphasized the company’s commitment to reimagining its core products, including search.

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During Google’s annual developer conference, Pichai also unveiled a proactive warning feature for Google’s Android system. This feature will alert users about unknown AirTags, which are small devices designed to track personal items such as keys and wallets.

Apple and Google recently announced their collaborative efforts to address concerns related to the misuse of AirTags, following legal action taken against Apple over AirTag stalking.

At the conference, Google showcased advancements in artificial intelligence and introduced new hardware offerings, including a phone priced at $1,799 (£1,425) that can be opened and closed like a book.

Google also announced the removal of the waitlist for “Bard,” its experimental conversational chat service. Bard will be rolled out in English across 180 countries and territories, and it will soon have the capability to respond to prompts with images as well as text.

Google’s foray into generative AI and its continued efforts to enhance its artificial intelligence offerings come in response to the success of competing chatbot ChatGPT, backed by Microsoft.

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The tech giant aims to solidify its position in the AI landscape and regain investor confidence after a previous incident in which Bard provided an incorrect response during an advertising demonstration, resulting in a substantial drop in parent company Alphabet’s market value.

While Microsoft has invested heavily in OpenAI, the company behind ChatGPT, and incorporated its technology into Bing, other tech giants like Baidu have also introduced their own chatbots.

Analysts believe that Google, as an industry leader, has the potential to dominate the AI sector, but the ultimate question remains whether they can capitalize on the growing interest in AI effectively.