Google AI Search: Future of Search in 2025

Google's AI-Driven Evolution of Search

According to Google CEO Sundar Pichai, the company is currently undergoing a significant “journey” centered around artificial intelligence, as discussed during Tuesday’s earnings call. This progression began with the introduction of AI overviews, a substantial and, at times, contentious alteration to the way Google provides information to its vast user base.

The Road Ahead for Search Innovation

Pichai stated that 2025 is poised to be a landmark year for search innovation, as AI continues to broaden the scope of queries users can pose. This declaration came during his initial remarks on the call, signaling a commitment to ongoing development.

Throughout the call, Pichai detailed the subsequent phase of Google’s strategy to integrate AI features, originating from its research division, DeepMind, into the Search product. The evolution is shifting Search towards a more assistive AI model, capable of navigating the internet, analyzing web content, and delivering direct responses.

This represents a considerable departure from the traditional search paradigm of presenting ten simple blue links.

Responding to Competitive Pressures

Google’s pursuit of AI integration gained momentum following the release of OpenAI’s ChatGPT in 2022, which initially caught the search giant somewhat unprepared. This shift carries significant consequences for websites dependent on Google traffic and for businesses that utilize Google Search advertising.

While not universally welcomed, Google remains steadfast in its forward momentum.

Project Astra and Multimodal AI

When questioned about the future of AI and Search, Pichai referenced “Project Astra,” DeepMind’s multimodal AI system. This system can interpret live video feeds from cameras or computer screens and respond to user inquiries regarding the visual information it processes in real time.

Google envisions expanding Project Astra’s applications across various business sectors, including the potential development of an operating system for augmented reality smart glasses.

Gemini Deep Research and Automated Insights

Pichai also highlighted Gemini Deep Research, an AI agent capable of generating extensive research reports within minutes, as a feature with the potential to redefine how individuals interact with Google Search. This automation streamlines tasks traditionally performed manually using Google Search, with Google now aiming to conduct the research on behalf of its users.

“This dramatically expands the use cases for Search – addressing needs that don’t always require instant answers, but may necessitate more time,” Pichai explained. “These are areas we are actively exploring, and users will see new experiences throughout 2025.”

Project Mariner and Website Interaction

Google also possesses a “clear vision” for Search experiences leveraging Project Mariner, another of its AI agents. This system can interact with website front ends on behalf of users, potentially eliminating the need for direct website access.

Enhanced User Interaction and Chatbot Integration

Pichai indicated an “opportunity” to enhance user interaction with Google Search, allowing for more conversational follow-up questions. While details were limited, this suggests Google is exploring ways to transform its Search interface into a more chatbot-like experience.

“The [Search] product will continue to evolve,” Pichai stated. “Facilitating easier interaction and follow-up questioning presents an opportunity for further growth.”

The Challenge from ChatGPT

ChatGPT has rapidly become a widely used internet product, attracting hundreds of millions of weekly users. This growth poses a substantial, even existential, threat to the long-term viability of Google Search. In response, Google is not only developing a competing AI chatbot with Gemini but also directly integrating AI features into Search.

Learning from Initial AI Overview Issues

The initial implementation of AI overviews in Google Search encountered challenges, displaying inaccuracies and generating unusual AI “hallucinations.” These included providing harmful advice, such as recommending the consumption of rocks or the application of glue to pizza. Google acknowledged the need for refinement.

Despite this initial setback, Google appears fully committed to integrating AI into Search.