Google expands AI features in Search: What you should know
Highlights
- Google has introduced AI Mode in Search across the United States.
- AI Overviews are expanding to more than 200 countries and over 40 languages.
- New capabilities include Deep Search for research, Search Live for visual questions, and AI-powered shopping tools.
Google has launched AI Mode in U.S. Search with integration of the Gemini 2.5 model, while AI Overviews are expanding globally. Several additional updates were also announced during Google I/O.
At its yearly I/O developer conference, Google revealed updates to its AI-driven Search features, making tools such as AI Mode and AI Overviews accessible to a wider audience.
Search Engine Journal received an early preview of these changes before the official announcement. The updates highlight Google’s focus on building more interactive and AI-enhanced search experiences.
Below is a look at what’s changing and how it may affect digital marketers.
AI Overviews: broader availability and improved reliability
AI Overviews, first introduced last year, are now rolling out in more than 200 countries and support over 40 languages.
According to Google, this feature is changing the way users interact with Search. In large markets such as the United States and India, queries that display AI Overviews have seen roughly a 10% increase in search activity.
During the preview event, Liz Reid, Google’s Vice President and Head of Search, addressed concerns about the accuracy of AI-generated responses.
She acknowledged that there had been certain situations where AI Overviews produced incorrect or problematic information. Reid stated that Google treated these cases seriously, implemented fixes, and improved the system through continued AI training.
Google is expected to keep refining these systems to deliver more accurate and dependable results.
AI Mode: expanding access for U.S. users
AI Mode is now being rolled out to all users in the United States, removing the requirement to join Search Labs.
Previously, only testers had access to AI Mode. Now, users across the U.S. will see a dedicated AI Mode tab within Google Search and in the search bar of the Google app.
How AI Mode functions
AI Mode operates using a “query fan-out” method. This process breaks complex questions into smaller parts and performs multiple searches simultaneously.
Users can ask follow-up questions within the same interaction and receive links to relevant websites alongside the AI responses.
Google is also using AI Mode and AI Overviews to test new capabilities, including the upgraded Gemini 2.5 model. Feedback from users will help determine which features eventually become part of the standard Search experience.
New features: Deep Search, visual search, and AI agents
Deep Search for advanced research
Deep Search, available within AI Mode, allows users to explore topics more deeply. It can conduct hundreds of searches at once and generate detailed reports with citations in just a few minutes.
Live visual search with Project Astra
Google is also expanding visual search functionality. Through Search Live, users can point their phone camera at an object and ask questions about what they see.
Search then provides quick answers and relevant links based on the visual input. This capability can improve local search discovery, visual shopping experiences, and learning while on the go.
AI agents that complete tasks
Google is introducing agent-based tools designed to handle multi-step tasks for users.
In the early stages, AI Mode will help with activities such as buying event tickets, booking restaurant reservations, and scheduling appointments. The AI evaluates many options and fills out forms, while users still confirm the final purchase.
Companies including Ticketmaster, StubHub, Resy, and Vagaro are already integrated with these capabilities.
Smarter shopping features
AI Mode is also enhancing online shopping using Gemini technology and Google’s Shopping Graph.
These updates include:
- Personalized product displays: Shopping panels show items based on user preferences and style.
- Virtual try-on: Users can upload a photo to preview how clothing might look on them using Google’s fashion-focused AI.
- Agent-based checkout: AI can track price drops, send sale alerts, and complete purchases through Google Pay when the price meets a user’s preferred range.
- Dynamic charts: For topics like sports or finance, AI Mode can generate charts and graphs using real-time data.
Personalization and privacy controls
In the near future, AI Mode will provide more personalized results by using past search activity and, if users allow it, information from other Google apps such as Gmail.
For instance, if someone is planning a trip, AI Mode could recommend restaurants or events based on booking details or personal interests.
Google says users will always be informed when their personal data is used and will have full control over their privacy settings.
Google’s perspective on the future of Search
During the preview event, CEO Sundar Pichai discussed how artificial intelligence is reshaping the way people use search.
He explained that the current shift is “far from a zero sum moment,” noting that the number of ways people use Search is expanding significantly.
Pichai emphasized the growing excitement among users and expressed confidence that the experience will continue improving as AI technology advances.
What comes next
Google’s announcements indicate that AI will increasingly become central to the search experience.
With AI Mode launching in the United States and AI Overviews expanding worldwide, marketers will need to adjust their strategies to align with changing user behavior and the evolving expectations of Google’s search ecosystem.
FAQs
What are Google’s new AI features in search?
Google has introduced AI-powered features that generate summarized answers, contextual insights, and conversational search results directly within the search page.
How does AI-powered search change the user experience?
AI-powered search provides faster answers, summarizes information from multiple sources, and allows users to explore topics through follow-up questions.
What is Google’s AI-generated search experience?
Google’s AI search experience uses advanced models to generate overviews and explanations for complex queries, helping users understand topics more quickly.
Will AI search replace traditional search results?
No, traditional search results will still appear. AI features are designed to complement organic listings rather than completely replace them.
How does AI search impact website traffic?
AI summaries may answer some queries directly in search results, which could reduce clicks for certain informational searches while still directing users to authoritative sources.
What types of searches benefit most from AI-generated answers?
Complex, research-based, and multi-step queries often benefit the most because AI can summarize multiple perspectives and provide structured explanations.
How can website owners adapt to AI-powered search?
Publishing high-quality content, focusing on expertise and authority, and answering user questions clearly can help content remain visible in AI-driven search environments.
Does AI search affect SEO strategies?
Yes, SEO strategies may shift toward creating comprehensive, trustworthy content that can be referenced or cited in AI-generated summaries.
What role does structured data play in AI search?
Structured data helps search engines better understand webpage content, which may increase the chances of being referenced in AI-generated results.
Are AI search results always accurate?
While AI models aim to provide reliable information, inaccuracies can still occur. Search engines continue refining AI systems to improve reliability.
How can businesses monitor the impact of AI search on their websites?
Tools like Google Search Console can help track changes in impressions, clicks, and search queries related to evolving search features.
What technologies power Google’s AI search features?
Google’s AI search capabilities are powered by large language models and advanced machine learning technologies designed to understand and generate natural language responses.
Will AI search influence content creation strategies?
Yes, content creators may focus more on answering specific questions, providing expert insights, and structuring information clearly for AI interpretation.
Does AI search affect advertising opportunities?
AI-powered search may introduce new ad formats or placements as search engines adapt advertising models to evolving search experiences.
How should businesses prepare for the future of AI-driven search?
Businesses should prioritize authoritative content, strong technical SEO, user-focused information, and continuous monitoring of search trends to stay competitive.
