Google Search is undergoing a significant transformation, embracing artificial intelligence to enhance its features and functionality, promising a more intuitive and comprehensive user experience. Several new AI-powered features were unveiled at Google I/O 2025, marking a shift from simply providing information to offering intelligent assistance.
One of the most notable advancements is the rollout of "AI Mode" to all U.S. searchers, eliminating the need to opt-in through Search Labs. This feature introduces a new tab in both Google Search and the Google app, signaling a fundamental change in how users interact with the search engine. Google's CEO, Sundar Pichai, has noted that AI Mode leads to significantly longer search queries, sometimes two to five times the length of traditional searches, indicating a move towards more conversational and complex information seeking.
AI Mode utilizes a "query fan-out" technique, breaking down complex questions into subtopics and running multiple simultaneous searches. This allows the system to delve deeper into the web, uncovering more relevant and diverse content. A key component of AI Mode is "Deep Search," which generates expert-level, fully cited reports in minutes, saving users hours of research. Deep Search mirrors the functionality of Microsoft's "Copilot Search" in Bing, delivering a richer search experience with detailed, well-referenced results.
Beyond Deep Search, AI Mode also incorporates complex analysis and data visualization capabilities, offering users a more comprehensive understanding of search results. "Search Live" enables users to engage in multi-turn conversations with Search using real-time visual input from their cameras. This feature can explain complex topics, offer suggestions, and provide links to additional resources, creating a dynamic and interactive search experience.
Personalization is another key focus, with AI Mode soon offering tailored recommendations based on past searches and, optionally, data from other Google apps like Gmail. This allows for more relevant and contextualized results. For instance, when planning a trip, AI Mode can suggest restaurants or events based on previous bookings and interests. Google emphasizes that users will have control over their privacy settings and can choose when to allow personal information to be used.
AI is also set to revolutionize the shopping experience within Google Search. New AI-powered tools will provide personalized visuals, allowing users to see product recommendations based on their style and needs. The "virtual try-on" feature will let shoppers upload photos to see how clothing looks on them, while "agentic checkout" will track prices and automatically purchase items when they drop to the desired level via Google Pay.
To further enhance the power of AI within its ecosystem, Google has announced two premium AI subscription plans: Google AI Pro and Google AI Ultra. These plans offer enhanced features within the Gemini app, access to more advanced AI models, and early access to experimental tools.
Google is also expanding the availability of "AI Overviews" to over 200 countries and territories, supporting more than 40 languages. AI Overviews provide quick summaries of search results, making it easier for users to find information and explore relevant websites. The company reports that AI Overviews have led to a significant increase in Google Search usage, with users expressing greater satisfaction with their search results. Gemini 2.5, Google's most intelligent model, is now integrated into AI Overviews in the U.S., enabling Search to handle even more complex questions.
