Google launches AI mode, transforming the search experience

Following a year marked by significant transformation and advancements in artificial intelligence, Google unveiled its latest search engine enhancements on May 20, 2025, at its annual developers conference in the United States. The introduction of AI mode marks a pivotal shift towards converting traditional search methodologies into a more conversational and personalized experience for users. Google’s AI mode enables the system to process queries by taking into account users' search history and preferences, offering quick, tailored responses rather than relying solely on keyword inputs. This innovative approach is a response to the growing competition from AI-powered search services offered by companies like OpenAI and Perplexity. In addition to AI mode, Google announced further integration of its advanced AI model, Gemini 2.5, into its search algorithms. These developments follow a timeline of gradual shifts that began a year prior, with the introduction of AI overviews, a feature that summarizes searches at the top of the results page. By the end of October 2024, reports indicated a significant engagement increase among users with 1.5 billion regularly interacting with AI overviews. However, the implementation of such features has drawn criticism, particularly from independent publishers who fear a decrease in website traffic. Clickthrough rates from search results had already declined by nearly 30% over the past year, a trend many attribute to the growing reliance on AI-generated answers rather than traditional links. Google’s announcement comes at a time when the prominence of AI technologies is reshaping digital ecosystems. The company faces an evolving landscape due to legal scrutiny over its market dominance and competition increasing from other tech giants. Google's confidence in its ongoing AI development reflects its strategy to adapt amid these challenges while maintaining its role as the primary gateway for online search. Notably, the AI mode will soon allow users to ask questions based on visual cues from their surroundings, employing Google’s Project Mariner. This integration demonstrates a commitment to creating an interactive user experience that allows for asking complex queries using visual input, expanding beyond the limitations of traditional text-based search. As Google progresses with AI innovations, it emphasizes the potential for these technologies to enhance user interaction while addressing concerns regarding their impact on content creators. The anticipated changes aim not only to capture a more significant share of user engagement but also to streamline and optimize the search experience vastly. Google executives, including CEO Sundar Pichai, highlight this ongoing evolution as a step that merges decades of AI research into practical application for users globally. Meanwhile, the tech community watches closely as Google navigates this transition, aiming to sustain relevance in an increasingly AI-driven marketplace.