Google Develops Generative UI To Enhance Search Experience
Google and OpenAI introduce generative UI, a feature that builds custom interfaces for search results, potentially changing how businesses interact with customers. This development may impact how companies approach online marketing and sales.
Original reporting · searchenginejournal.com
Original: “Generative UI Could Turn Google Into Your Booking.com via @sejournal, @slobodanmanic”
Read “Generative UI Could Turn Google Into Your Booking.com via @sejournal, @slobodanmanic” at Search Engine Journal →
How this was written. Content Delta wrote this article with a language model from Search Engine Journal’s reporting (model: @cf/meta/llama-3.3-70b-instruct-fp8-fast); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from Search Engine Journal’s report
- Google and OpenAI have launched generative UI, a feature that enables AI to build custom interfaces for search results.
- This technology has the potential to transform the way businesses interact with customers online and may impact how companies approach online marketing and sales.
- Businesses may need to decide whether to rely on Google or other platforms to generate bookings and sales or invest in building their own channels.
- Google is committed to developing generative UI further and potentially monetizing it in the future.
- The implications of generative UI are still unclear, but it is likely to have a significant impact on the way businesses interact with customers online.
Google and OpenAI have launched generative UI, a feature that enables their AI systems to create custom interfaces for search results. According to Search Engine Journal, this technology has the potential to transform the way businesses interact with customers online. Generative UI allows AI to build screens with charts, buttons, maps, or tools, rather than simply returning text or links.
Google's generative UI was rolled out globally in English in AI Mode by August 19, 2026. The company's Search post from I/O explains that this feature can design custom layouts and assemble components like interactive visuals and simulations. Google's Antigravity tool, which writes code, and Gemini 3.5's agentic coding capabilities power this feature.
OpenAI also launched its own version of generative UI, called Intelligent UI, in ChatGPT on October 7, 2026. This feature allows ChatGPT to include graphics, tappable buttons, forms, charts, and interactive experiences in its responses. OpenAI's examples include a Sunday roast recipe and a road trip planner, demonstrating the potential of this technology.
Neither Google nor OpenAI has shown a website's data inside a generated interface yet. The examples provided by both companies are built from the AI's existing knowledge, without integrating external data from websites or sources. This raises questions about how businesses will adapt to this new technology and whether they will need to rely on Google or other platforms to reach customers.
The introduction of generative UI may lead to a shift in how businesses approach online marketing and sales. Companies may need to decide whether to rely on Google or other platforms to generate bookings and sales or invest in building their own channels. This decision may depend on the potential costs and benefits of using generative UI, including any commissions or paid placements that may be required.
Google's CEO, Sundar Pichai, has mentioned that the company is working on improving its coding capabilities, including agentic coding, which powers generative UI. This suggests that Google is committed to developing this technology further and potentially monetizing it in the future. As a result, businesses may need to adapt quickly to this changing landscape and consider how to optimize their online presence for generative UI.
The implications of generative UI are still unclear, but it is likely to have a significant impact on the way businesses interact with customers online. As this technology continues to evolve, companies will need to stay informed and adapt their strategies to remain competitive. Search Engine Journal reported that Google and OpenAI are leading the development of generative UI, and other platforms may follow suit in the future.
Questions and answers
What is generative UI?
Generative UI is a feature that enables AI to build custom interfaces for search results, allowing for more interactive and visual experiences.
How will generative UI impact businesses?
Generative UI may lead to a shift in how businesses approach online marketing and sales, potentially requiring them to rely on Google or other platforms to generate bookings and sales.
Will generative UI replace traditional websites?
It is unclear whether generative UI will replace traditional websites, but it may change the way businesses interact with customers online and require them to adapt their strategies to remain competitive.
