Google has implemented extensive Search modifications, and artificial intelligence functions serve as the main foundation of these updates. Sundar Pichai, the company’s CEO, indicated that AI implementation in Search will define 2025 as a pivotal year for online information discovery. According to the recent Google earnings discussions with Pichai, search has entered an AI-focused journey, yet the path remains extensive. The Search engine will become its most potent version to date as the company works on its transformation.
AI Is Changing the Way We Search
The first step of transformation came through AI Overviews which modified the way Google displayed search results. Google shifted from presenting link lists by embracing Artificial Intelligence to create info summaries for its search results. But that was only the start.
“As AI continues to expand the universe of queries that people can ask, 2025 is going to be one of the biggest years for search innovation yet,” Pichai said.
The technology giant Google continues its plan for development. The advanced search engine of the future offers results through active internet exploration instead of acting as a mere search tool while functioning like an AI assistant.
How Google Plans to Evolve Search
Google started rapidly developing its AI-powered searching features following ChatGPT’s launch by OpenAI in 2022. It needs to restructure its system after AI chatbots emerged so the company integrated DeepMind research lab’s advanced AI technologies into its Search platform.
Project Astra serves as a central initiative for Google by functioning as a multimodal AI system that analyzes video feeds in real time to answer user questions regarding the observed content. According to Pichai Augmented reality smart glasses may receive power from this technology in upcoming years.
A breakthrough innovation is Gemini Deep Research which produces comprehensive research documents in only a few minutes. The system would replace user manual browsing because the AI technology would handle all search operations for the users. Project Mariner continues to push the boundaries of AI-driven Search by means of its development. With this system, Google Search would interact with websites on behalf of users to transform how people browse the web.
How This Could Impact Users and Businesses
Pichai revealed during his presentation that Google Search is developing interactive elements that make users ask follow-up questions naturally in a fashion similar to conversations with virtual assistants. Such adjustments to the platform could enhance user satisfaction but at the same time generate new problems.
Organizations that rely on traffic from Google will likely experience fewer website visits because AI-based answers reduce the user’s need to click external links. The dominant role of its AI system would create significant challenges for search engine rankings while leading to reduced ad revenue and digital marketing strategy disruption.
