Search Generative Experience (SGE), Google's AI -powered search engine, will reportedly power 84% of queries. This was according to a study by SEO platform BrightEdge. With Google's SGE going live, transactional experiences become conversational experiences as static queries move to dynamic, two-way conversations. This means the tech giant will be able to directly converse with a user and, in response, help the consumer make a decision by asserting an opinion that they feel is personalized. In addition, the study said that reputational control becomes reputational chaos for brands given that AI-generated results will be based on trusted content and credible sources. On a brighter note, BrightEdge explained that an evolution such as SGE may provide opportunities for marketers as there is the opportunity to build new digital strategies and embrace innovative approaches.