Google is doing something different with Search. The company’s CEO, Sundar Pichai, says AI will play an even bigger role in Search in 2025. During Google’s latest earnings call, he described Search as being on an AI “journey.” And that journey is just getting started.
A Paradigm Shift in How Search Works
The first step was AI Overviews, which changed how Google delivers answers. Instead of just showing links, Google started summarizing information with AI. But that was only the beginning.
“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 said.
Now, Google plans to take things even further. Search is evolving into more of an AI assistant, one that doesn’t just show results but actively browses the internet for users. It’s a big shift from the classic “ten blue links” model.
Google’s AI Search Plans
Google has been on this path for years, especially since OpenAI launched ChatGPT in 2022. That tool changed the game, and Google had to respond. The company is now packing Search with AI technology from its DeepMind research lab.
One key part of this plan is Project Astra, a multimodal AI system. It can process live video and answer questions about what it sees in real time. Pichai hinted that this technology could power augmented reality smart glasses in the future.
Google is also working on Gemini Deep Research. This AI can generate in-depth research reports in minutes, something people used to do manually with Search. Now, Google wants to handle that work for users.
Also read: OpenAI Launches ChatGPT Deep Research
“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.
Another AI system, Project Mariner, could take things even further. It would let Search interact with websites on behalf of users, potentially changing how people browse the web altogether.
What This Means for Users and Businesses
Pichai also hinted that Google Search might become more interactive. The company is looking at ways for users to ask follow-up questions, making Search feel more like a chatbot.
“I think the (Search) product will evolve even more,” Pichai said. “As you make it easier for people to interact and ask follow-up questions, I think we have an opportunity to drive further growth.”
This change could have major consequences. Businesses that rely on Google traffic may see big changes. Ads, website visits, and search rankings could all be affected as Google’s AI takes center stage.
AI in Search Hasn’t Been Perfect
Google’s AI journey hasn’t been smooth. When the company launched AI Overviews through Gemini, some answers were bizarre or incorrect. And Google admitted the system needed work. But despite those early mistakes, Google isn’t slowing down. The company is doubling down on AI and pushing forward with its vision for Search in 2025.
