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Google Search is undergoing a significant transformation driven by artificial intelligence, according to CEO Sundar Pichai. Speaking during the company’s earnings call, Pichai described AI Overviews as just the beginning of a larger journey, marking a monumental shift in how Google delivers information to billions of users.
AI’s Expanding Role in Search
“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. He outlined Google’s ongoing efforts to integrate AI features developed by its research lab, DeepMind, into Search. The goal is to make Search function more like an AI assistant—browsing the internet, analyzing web pages, and providing refined answers rather than simply displaying 10 blue links.
Google has been on this trajectory since the emergence of OpenAI’s ChatGPT in 2022, which caught the search giant off guard. This shift holds major implications for websites that rely on Google’s traffic and businesses that depend on Google Search ads. While not everyone is pleased with these changes, Google remains committed to advancing AI within its ecosystem.
Project Astra and AI-Driven Research
When discussing the future of AI in Search, Pichai referenced Project Astra, DeepMind’s multimodal AI system capable of processing live video from cameras or screens and answering questions about its observations in real time. Google also envisions using Project Astra to power augmented reality smart glasses in the future.
Another key initiative, Gemini Deep Research, aims to revolutionize Search by generating long-form research reports. Rather than relying on users to conduct their own research, Google aims to automate this process with AI, fundamentally changing how people engage with Search.
“You are really dramatically expanding the types of use cases for which Search can work—things which don’t always get answered instantaneously, but can take some time to answer,” Pichai explained. “Those are all areas of exploration, and you will see us putting new experiences in front of users through the course of 2025.”
Project Mariner and the Future of Interaction
Google also sees potential in Project Mariner, an AI system capable of navigating website front ends on behalf of users. This could reduce the need for users to visit websites themselves, further altering how people interact with information online.
Additionally, Pichai hinted at evolving Search into a more interactive experience where users can ask follow-up questions, making it function more like a chatbot. “I think the [Search] product will evolve even more,” he said. “As you make it easier for people to interact and ask follow-up questions, we have an opportunity to drive further growth.”
Competition with ChatGPT and AI Challenges
ChatGPT has matured into one of the internet’s most-used AI tools, with hundreds of millions of weekly users, posing a potential threat to Google Search’s long-term dominance. To counter this, Google is not only developing its own AI chatbot, Gemini, but also embedding AI features directly into Search.
However, Google’s initial steps into AI-driven Search have faced challenges. The launch of AI Overviews resulted in notable failures, including inaccurate and bizarre AI-generated responses—such as advising users to eat rocks and apply glue to pizza. Google acknowledged these issues and admitted that AI Overviews required further refinement.
Despite this rocky start, Google is pressing ahead with its AI vision for Search. As the company navigates the challenges of AI implementation, 2025 is set to be a defining year for Google’s transformation into an AI-powered search ecosystem