Google’s new AI mode could make search smarter—or much scarier

Google is planning to enhance its core search functionality with a new “AI Mode” featuring Gemini integration according to The Information. This shift, driven by the rising popularity of AI chat models, aims to redefine user interaction with online information. Users will be able to switch to this AI Mode within Google Search, which mirrors the experience of the Gemini AI chatbot. Such an update is seen as a response to competition from other major AI-driven search engines.

The introduction of AI Mode is part of Google’s strategy to bridge traditional search and AI interactions. According to reports, users will find a dedicated “AI mode” button in the Google app and on its Android search widget. This interface is designed to facilitate seamless access to conversations and allow users to send images for analysis. The move builds on Google’s previous AI features, including AI Overviews, which have already reached over 1 billion users globally each month.

Investigations revealed that Google has been incrementally incorporating AI capabilities into its search platform. The AI Overviews feature generates user-friendly summaries of queries, allowing individuals to quickly grasp information without navigating multiple sources. Moreover, users can engage in complex searches involving math, coding, and multimodal inputs, extending the scope of Google’s search capabilities beyond text. The integration of Google Lens has further augmented search, enabling video and image-based queries with live content analysis by Gemini.

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Google’s enhancements are taking place amidst similar initiatives from competitors. OpenAI’s ChatGPT is extending its AI-powered search capabilities to all free users, while Microsoft integrates Copilot into its search functionalities. Privacy-focused alternatives like DuckDuckGo are not standing still, either, as they continue to introduce AI summaries and chat features.

Google’s investigative efforts have shown that the imminent AI Mode represents a significant transition in how the search engine will operate. Users will need to actively switch to this mode, much like they currently do for other categories such as Shopping and News.

Google’s AI Overviews feature has already reached substantial penetration, currently serving over 1 billion users monthly. This starkly contrasts OpenAI’s estimate that its generative AI engine reaches approximately 300 million people per week. The AI Mode’s rollout is intended to significantly boost the distribution of generative AI search, leveraging the vast user base that Google’s platforms can access.

The introduction of this dedicated AI Mode places further pressure on developers and online publishers. As Google refines its search results to prioritize AI-generated content, traditional web domains may find themselves relegated further down search results or entirely absent from view.

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