According to a new report by The New York Times, the company is working on a new, AI-enhanced search engine codenamed Magi. This new search experience will reportedly offer a "far more personalized experience" than what you currently get on Google Search, and it will attempt to "anticipate users' needs."

It has already launched an AI-powered chatbot called Bard, similar to ChatGPT. Not only is Google tweaking and testing new features on the existing search engine, but it is also developing a brand new AI-powered search engine under the project name ‘Magi’, as reported by The New York Times.

Facing renewed competition from Microsoft and OpenAI, Google is reportedly “racing” to build an “all-new” AI-powered search engine. According to The New York Times, the company is in the early stages of creating a search service that will attempt to anticipate what you want from it in hopes of offering “a far more personalized experience.”

Google has launched Search Generative Experience, or SGE, an experimental version of Search that integrates artificial intelligence answers directly into results, the company said in a blog post on Thursday. Unlike a normal Google Search, which brings up a list of blue links, SGE uses AI to answer your questions right on the Google Search webpage.