Google CEO Sundar Pichai, during Tuesday’s earnings call, described Google Search as being on a transformative “journey” driven by artificial intelligence. This shift began with AI overviews, a significant and often debated change in how Google delivers information to billions of users. However, that was merely the first step in Google’s larger AI strategy.
AI to Expand Search Capabilities in 2025
“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 stated during the call’s opening remarks. He outlined Google’s next steps in integrating DeepMind’s AI into Search. The Search product is evolving into an AI assistant that searches the web, reads pages, and provides answers on the user’s behalf.
The Shift Away from Traditional Search
Google’s approach to AI in Search is a response to the rise of OpenAI’s ChatGPT, which caught Google off guard in 2022. The traditional ten blue links search engine model is being replaced by AI-driven results. Businesses and websites that rely on Google’s traffic and ad revenue will be significantly affected, but Google remains committed to its AI evolution despite industry concerns.
Project Astra: AI for Real-Time Understanding
“You can imagine the future with Project Astra,” Pichai stated when asked about AI’s role in Search. Project Astra, DeepMind’s multimodal AI system, processes live footage from cameras or screens and answers inquiries about what it sees in real-time. This AI technology is also set to power Google’s augmented reality smart glasses, marking a major step in integrating AI into everyday tools.
Also Read: India Takes Action on ChatGPT, DeepSeek Over Data Privacy Risks
Gemini Deep Research: AI-Powered Reports
One of the most groundbreaking AI tools in development is Gemini Deep Research, an AI agent capable of generating detailed research reports in minutes. This tool streamlines search processes, shifting Google from a search provider to a research assistant. “You are dramatically expanding the use cases for Search,” Pichai remarked, emphasizing AI’s role in providing more in-depth answers beyond instant results.
Project Mariner: The Future of AI-Assisted Browsing
Additionally, Pichai introduced Project Mariner, an AI system designed to enhance user interactions with Search. It will browse websites on behalf of users, eliminating the need for manual site navigation. By acting as an intermediary between users and websites, Google is further redefining how people engage with information online.
A More Interactive and Conversational Search Experience
Google is also exploring ways to make Search more interactive by allowing users to engage in follow-up questions. “As you make it easier for people to interact and ask follow-up questions, I think we have an opportunity to drive further growth,” Pichai explained. This move aligns with the growing trend of AI-powered chat interfaces that provide personalized responses.
AI’s Challenge to Google’s Market Dominance
After years of development, ChatGPT has become one of the internet’s most popular tools, attracting hundreds of millions of users weekly. This poses a direct challenge to Google Search’s dominance. In response, Google is integrating AI features into Search and developing its own AI chatbot in collaboration with Gemini, aiming to stay ahead of the competition.
Early AI Overviews Faced Criticism
Google’s first attempt at AI in Search faced backlash due to inaccurate and bizarre AI-generated responses. When Google introduced AI overviews, some responses suggested eating rocks or putting glue on pizza. Acknowledging these failures, Google has committed to refining its AI models to improve accuracy and reliability in future updates.
The Future of AI in Google Search
Despite early setbacks, Google remains dedicated to integrating AI into Search. Pichai’s vision for 2025 involves a more sophisticated, AI-driven search experience that will fundamentally change how users interact with information. As AI technology advances, Google’s search evolution is set to redefine the digital landscape, offering smarter, more interactive, and research-driven results.
