Google Devising Radical Search Changes to Beat Back AI Rivals - The New York Times

The new features, under the project name Magi, are being created by designers, engineers and executives working in so-called sprint rooms to tweak and test the latest versions. The new search engine would offer users a far more personalized experience than the company's current service, attempting to anticipate users' needs. Lara Levin, a Google spokeswoman, said in a statement that "not every brainstorm deck or product idea leads to a launch, but as we've said before, we're excited about bringing new A.I.-powered features to search, and will share more details soon." Billions of people use Google's search engine every day for everything from finding restaurants and directions to understanding a medical diagnosis, and that simple white page with the company logo and an empty bar in the middle is one of the most widely used web pages in the world. Changes to it would have a significant impact on the lives of ordinary people, and until recently it was hard to imagine anything challenging it.