Upon initial release, Google's new Search Generative Experience (SGE), is a refreshing implementation of generative AI to search. Together with upcoming changes to the Helpful Content Update (HCU), SGE stands to shake up SEO and digital marketing more than anybody expected.

I've spent a couple hours playing around with Google's new AI-powered search experience, here are my honest first impressions and takeaways for other content marketers and SEO professionals.