Google is ramping up its Search Generative Experience (SGE) by adding multimedia content, including images and videos. For users who have activated the SGE feature via Search Labs, they can expect a richer summary box filled with multimedia elements. Furthermore, Google aims to provide a swifter display of this summary box, enhancing the context of its links.

Although SGE is currently tagged as experimental, it symbolises the next evolution of Google Search. 

Alphabet CEO, Sundar Pichai, during their recent earnings call, expressed how this advancement permits them to reimagine search functionalities. He mentioned that in the foreseeable future, this might become the default search mechanism.

However, SGE's evolution presents multifaceted challenges. Beyond directing users to relevant links, Google is delving into creating genuine, accurate, and beneficial content. A notable integration is the inclusion of YouTube within search results, pinpointing precise segments of a video that answer specific queries, like troubleshooting a noisy dryer.

Link presentation and contextualisation remain essential for SGE's success. To add clarity to the source's recency, Google plans to showcase publication dates next to articles in the summary box. As reported by 9to5Google, Google seems to be experimenting with embedding direct links in its AI-driven summary, although it remains speculative at this stage. Striking the right chord between directly providing information and guiding users to find it remains a complex challenge in the search domain.

Speed is another crucial aspect that needs refinement. All substantial language models, including SGE, Bing, ChatGPT, and Bard, necessitate a few moments to generate responses. Google's focus on reducing loading times has been emphasised, but from a user's perspective, significant improvements are yet to be observed, with SGE often being the last feature to load.

Nevertheless, many users find immense value in SGE, especially when seeking recommendations or exploring ideas. With a richer array of sources, diverse media, and enhanced context, SGE is poised to revolutionise the traditional search experience even more.