Google’s Search Generative Experience and the future of ecommerce SEO

After a whirlwind latter end of 2022 and first half of 2023 with the explosion of ChatGPT and AI integration in search, things have, dare we say, calmed down a little. While AI in digital continues to develop, becoming a useful productivity partner to SEO among other things, we now know that in the search arena, we appear to be heading towards a particular trajectory in the form of Google’s upcoming Search Generative Experience (SGE).