A subset of U.S. users who have not opted in to Search Generative Experience (SGE) will see AI results in search, according to a statement from Google. The news comes less than a year from last May's launch of SGE as a Google Labs experiment that adds an AI "snapshot" to the top of the search result for users who have opted in.

The AI results the broader public sees will be focused on responses to informational queries where Google thinks information collected from a range of sites will be helpful. The company says they are interested in collecting feedback on these results from a larger user base.

Though the test is limited, the news is significant in that it represents the first move on Google's part to bring a generative AI user experience to the general public. Brands are particularly at risk in having their online presence impacted by AI generated results, according to research findings.