In 2023, we witnessed the rise of AI-powered search and significant evolution of the SERPs with the arrival of Google’s Search Generative Experience, as well as Bing Copilot (formerly Bing Chat).

Google’s new AI model, Gemini, is its largest and most advanced, capable of understanding text, code, audio, images and video. We expect to see its full potential unleashed on Google Search in 2024.