Introduction
In 2023, Google began rolling out its Search Generative Experience (SGE) — an AI-powered feature that displays summarized answers directly in the search results. While SGE is still in experimental stages in many countries, its impact is already visible in Japan, where early adopters are witnessing a fundamental shift in how people search for — and interact with — information.
Japan, known for its mobile-first consumers and high digital literacy, offers a glimpse into what the future of search advertising may look like globally. This article explores how SGE is affecting user behavior in Japan, why traditional search ads are becoming less effective, and what this means for marketers worldwide.
What is SGE? And How Is It Changing Search in Japan?
SGE (Search Generative Experience) is a feature that uses generative AI to provide natural-language summaries of search results directly at the top of Google’s search engine results pages (SERPs).
In Japan, for queries like “Best protein powder for beginners” or “What is intermittent fasting?”, users now see AI-generated summaries before they see traditional links or ads.
This is especially significant in Japan, where many users rely heavily on smartphones for search. Since mobile screens show limited content above the fold, SGE often replaces the first impression that used to belong to paid ads.
Why Japanese Users Are Clicking Fewer Ads
As SGE becomes more common, advertisers in Japan are reporting the following trends:
- Lower ad impressions due to SGE occupying the top of the SERP
- Declining click-through rates, as users feel they’ve already “got the answer” from AI
- Loss of brand consideration, because users leave without visiting comparison sites or product pages
This affects search terms like:
- Informational queries (“What is XYZ?”)
- Comparative queries (“Best 〇〇 for beginners”)
- Navigational intent (“Top-rated skincare brands 2025”)
In short, the kinds of queries that were once perfect targets for paid search ads are now being handled directly by AI.
A Deeper Shift in How Japanese Users Consume Information
What’s happening in Japan isn’t just about ad performance — it’s about how people seek information itself.
Before SGE, users in Japan were used to scanning multiple links, reading reviews, and jumping between sources. But now, many are satisfied with the AI summary alone, especially for light research or basic comparisons.
This creates a serious challenge for brands: How do you get users to your site if they never leave the search results?
It’s no longer about optimizing for clicks — it’s about earning attention before a click even happens.
From “Click to Buy” to “Find and Forget” — Search Behavior Has Evolved
Traditional ad strategy assumes a linear journey:
Search → Click Ad → Land on Website → Convert
But in SGE-influenced Japan, the flow often looks like this:
Search → Read AI summary → Satisfied → Exit search
This means brands are losing opportunities to introduce themselves or differentiate from competitors, especially if they’re unfamiliar or not already top-of-mind.
Ads Must Be Repositioned as Discovery, Not Just Sales
Japan’s experience with SGE highlights a key shift in advertising philosophy:
Paid search can no longer be treated solely as a conversion tool. Instead, it must be seen as a moment of discovery — a place where users become aware of a brand’s existence.
In other words, brands must rethink:
- When users first hear about them
- How their content or products are presented within AI-generated summaries
- Whether they’re being quoted, referenced, or linked to in these emerging interfaces
It’s not just about ranking higher anymore — it’s about being part of the AI’s answer.
Conclusion: What Global Advertisers Can Learn from Japan
Japan’s early adoption of SGE is a preview of what’s to come in other markets. It offers two key lessons:
- Ad visibility is no longer guaranteed, even if you pay for it.
- Search is becoming a zero-click experience, especially on mobile.
For international marketers, this means rethinking the role of paid search. It’s no longer just about bidding on keywords — it’s about understanding how users make decisions in a search experience mediated by AI.
As search behavior evolves, so too must our strategies. Japan is simply the first market where this transformation is becoming visible — but it won’t be the last.