"Google first rolled out Web Guide in July of 2025 as a labs experiment, which uses AI to organize the search results. It initially triggered in the Web tab in the Google SERPs and not the default search results."
"Google may be testing calls to action to drive people to a Web Guide-like SERP. In the test, Google provided a call to action saying, 'Skip the digging, start guided research', which drives you to results that look very similar to Web Guide."
"For certain queries, Web Guide does provide helpful results organized by AI, but many users still prefer the Classic Search option."
Google launched Web Guide in July 2025 as an AI-driven tool to organize search results, initially available in the Web tab. By December 2025, it expanded to the All tab for users with the experiment active. Users have mixed experiences, often reverting to Classic Search for standard results. Recently, Google began testing a call to action, 'Skip the digging, start guided research,' to promote a Web Guide-like experience. Screenshots from users indicate ongoing experimentation with this feature.
Read at Search Engine Roundtable
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