Project Magi: Google’s AI-Powered Search

Parachute Design
4 min readJun 7, 2023



Google is Making a Major Change to Its Search Engine

Google has been at the forefront of search engine technology for many years, and it continues to innovate and shape our understanding of the search engine with its latest creation: Google Magi. This new search engine technology promises to change the landscape of search engine optimization (SEO) in some very significant ways, and businesses must adapt to stay competitive in the new era of AI-powered search.

The New York Times says that Google has 160 engineers working on Project Magi right now to develop a stepping stone to a brand new search engine based on AI-powered search. The new search engine will replace the default search engine as we know it.

What is Google Magi?

Project Magi is a complete rethink of the world’s most popular search engine that uses artificial intelligence and machine learning to understand user intent and provide more accurate and relevant search results to the user. By replacing Google search with new AI-powered features means that the new search engine can understand the context of a search query and deliver results tailored to the user’s specific needs.

The tech giant is always very secretive about big updates related to Google search, so there aren’t many clear details on the new search engine yet, but what we know about Project Magi so far is…

Magi Will Have a Chat-like Interface

Google wants to make search more conversational. Imagine asking a person questions and getting answers (just like the latest AI trend with ChatGPT).

Or think about how you interact with Siri or Alexa, but imagine a much smarter version that can hold a conversation and learn not just from how you conversed in the past but can learn on the fly as you ask questions.

Essentially Google search will become more like a conversation with personalized search output.

The integration of AI is the next logical step in web search. We all want fast, relevant answers that are tailored to us.

The traditional method of seeing 10 results per page and then navigating through each website when you are just looking for an answer to your question will be no more. The new AI-powered search will be able to find the answer to your query and bring that directly into the search interface, saving you significant time.

This obviously won’t work for all queries but think of this as the next step to previous changes like Google’s knowledge graph.

The biggest change will be how Google will help facilitate transactions.

Transactions Will Happen on Google

Whether you’re looking to buy a new pair of shoes or book a flight for your family vacation, Google will start handling transactions right on the search engine.

In Google’s mind, why must we go to another website to buy a pair of shoes?

Why can’t Google Search just show us the pair of shoes we want based on what they already know about us and then let us purchase them with the click of a button?

From our shoe size to our colour preferences and even understanding if we need wide or narrow shoes, including how different brands tend to fit on average. Google’s AI-powered search intends to answer all of that for us without us ever leaving the search engine.

Coincidentally Google Pay would integrate nicely with this feature.

How Will Project Magi Impact SEO?

The impact of Magi on SEO will be significant. Traditional SEO techniques, such as keyword optimization and link building, may no longer be as effective as they once were. Instead, businesses will need to focus on creating high-quality content optimized for user intent and providing real user value. Google’s been making more subtle changes to its existing search engine for several years now, hinting that this shift in approach was on the horizon.

One of the biggest changes that Google Magi will bring to SEO is the increased importance of user experience. Google has always prioritized user experience in its search algorithm, but this factor will become even more critical with the web search. The new AI-powered search engine will prioritize websites that provide all the elements of a positive user experience, such as fast loading times, easy navigation, and mobile optimization, over sites that lack them.

Another important aspect of Google Magi is its ability to understand natural language queries using natural language processing (NLP). This means businesses must focus on creating content written in a natural, conversational tone rather than relying on keywords or technical jargon.

Google Magi will also place a greater emphasis on personalized search results. The new search engine will consider a user’s search history, location, and other factors to deliver results tailored to their specific needs. This means that businesses must focus on creating content relevant to their target audience and providing real user value.

The AI-Powered Search Engine is on the Horizon

Google Magi is set to revolutionize the world of SEO and make any other default search engine obsolete. Businesses will need to adapt to the new era of search by focusing on user experience, creating high-quality content optimized for user intent, and providing personalized search results.

As with all Google algorithm updates, those who stay ahead of the curve will reap the rewards of higher search rankings, increased traffic, and, ultimately, more business.



Parachute Design

Parachute Design Group Inc. is a boutique Toronto web design agency specializing in beautiful hand-made website design, custom logo design and branding.