Google Search and Generative AI: A Historic Turning Point
With more than 8.5 billion searches per day, Google Search remains the primary gateway to online information for the majority of internet users worldwide. But since 2023, the search engine’s dominance has been challenged by conversational AI tools such as ChatGPT, Claude, and Perplexity, which are capable of generating synthesized responses without relying on a list of links.
In response to these changing user habits, Google has gradually rolled out the Search Generative Experience (SGE), an enhanced version of its search engine powered by generative artificial intelligence. Following a testing phase in select countries, Google officially announced in July 2025 the global rollout of Search’s “AI mode” in 180 countries, in English, Hindi, Japanese, Portuguese, Spanish, Korean, and French1.
What is “AI mode” in Google Search?
“AI Mode” automatically generates synthetic responses directly within the search engine interface, just above the traditional results. It is powered by Gemini, the language model developed by Google DeepMind, which analyzes the user’s query, extracts relevant information, and rephrases it as a short, clear, and contextually relevant summary.
This system is enabled for certain types of complex searches, such as:
- open-ended questions (e.g., “What are the benefits of meditation for teenagers?”)
- comparative search queries (“Comparison of Fitbit and Garmin smartwatches for sports”)
- extensive thematic research involving multiple sources (health, technology, environment)
The interface also includes clickable source links, which are intended to enhance the transparency and verifiability of the information generated.
What are the benefits for users?
This new AI mode allows Google to offer:
- an immediate, concise response, without requiring multiple clicks or manual searches
- better guidance toward reliable sources, thanks to the automatic selection of reference materials
- a hybrid experience that combines the power of a search engine with the responsiveness of conversational AI
According to Google, the satisfaction rate among users of the AI mode is 30% higher than that of traditional results for complex searches2.
Limitations and criticisms of the rollout
Despite its promises, this new paradigm has drawn criticism, particularly from content publishers:
- The generation of synthetic responses automatically reduces the click-through rate on indexed websites. Publishers fear a loss of traffic—and thus a loss of advertising revenue.
- AI-generated summaries may contain biases, generalization errors, or problematic approximations regarding sensitive topics.
- The algorithm used to select sources remains unclear, despite the presence of visible links.
Several web industry players are calling for greater collaboration on the business model for AI-powered search, similar to what Perplexity offers with its revenue-sharing mechanisms.
Ethical and Transparency Issues
The integration of AI-generated content into the search environment is forcing Google to increase the transparency of its system. The following measures have been announced:
- A clear label stating "generated by AI" above each summary block
- Display of sources consulted and ranked by relevance
- Option to temporarily disable AI mode in search settings
These measures are designed to ensure compliance with the principles of reliability, fairness, and traceability, particularly in the context of the upcoming AI Act in Europe3.
Is online research heading toward a profound transformation?
The shift to AI mode does more than just change the user interface; it fundamentally transforms the role of the search engine. From a simple tool for navigating to external content, Google Search is becoming a direct-response platform based on aggregation, rephrasing, and interpretation.
This approach brings Google closer to conversational AI systems like ChatGPT, Gemini, and Claude, which also focus on a more fluid, concise, and personalized way of interacting with information.
In the medium term, this trend could:
- redefine search engine optimization (SEO) practices
- challenge the current hierarchy of authoritative sources
- strengthen expectations regarding explainability and algorithmic governance
Learn more
See also the article LightOn launches GTE-ModernColBERT: AI for advanced document search. It explores an innovative model that combines a semantic search engine with content generation, illustrating the evolution of the AI-enhanced information experience—a complementary perspective to the global rollout of AI mode in Google Search.
References
1. Google. (2025). Bringing generative AI to Search for everyone.
https://blog.google/products/search/generative-ai-global-rollout
2. SearchLab. (2025). User Feedback on Google’s Search Generative Experience.
https://searchlab.org/reports/sge-usability
3. European Commission. (2024). AI Act – Provisions for Generative Systems in Consumer Applications.
https://digital-strategy.ec.europa.eu
