In May 2025, Google took a decisive step toward transforming the world’s leading search engine.
At its highly anticipated annual developer event, Google I/O, the Mountain View-based company unveiled a host of innovations powered by artificial intelligence (AI) that not only enhance user experience but are set to redefine how we interact with digital information.
For over 27 years, Google’s search engine has mainly worked by displaying a list of relevant links in response to user queries. Now, with the launch of AI Mode—available since May in the U.S. and soon to roll out globally—Google transforms this experience by offering a conversational chatbot that answers questions, synthesizes complex information, reasons, and can even perform tasks.
This new mode turns the search engine into a virtual assistant that not only retrieves data but analyzes multiple sources, connects concepts, and delivers clear, personalized answers. For example, a user can ask the AI to search for apartments in a specific city, compare options, provide personalized recommendations, and even book directly—saving time and multiple steps.
The update to Gemini, Google’s proprietary language model, is the backbone of this transformation. Version 2.5 Flash, available to all users in June, promises improved efficiency, accuracy, and versatility. It is already accessible in preview through the Gemini app for Android and iOS, and is being integrated into the search engine and other Google products.
Beyond search, Google introduced several innovations that showcase its ambition to offer more seamless, intuitive, and powerful digital experiences:
Google Meet with Real-Time Translation: Users can now hold multilingual meetings without language barriers, thanks to live voice translation between English and Spanish—available in Google Meet for Gemini Advanced users. This feature greatly enhances global communication in professional and educational settings.
Gmail with Smart Personalized Replies: Leveraging user behavior, the AI can tailor suggested responses to match an individual’s communication style, boosting efficiency and personalization in email management.
Veo 3 for AI-Generated Video: This new version can create high-quality videos complete with sound, music, and automatically generated dialogue—far exceeding current market capabilities. This paid feature opens up new possibilities for automated video production.
Imagen 4 for Advanced AI Image Creation: Enhanced image generation capabilities, with a special focus on improving the accuracy of text rendering—historically a major challenge in AI-generated visuals.
AI Glasses in Development with XReal: A wearable device leveraging generative AI to assist with tasks such as navigation, real-time translation, and communication—bringing AI into everyday life in a more natural and accessible way.
The shift driven by AI Mode represents a radical change in the paradigm of internet search. According to Nick Fox, Google’s VP of Knowledge & Information Products, this evolution takes search beyond simple information retrieval to a system capable of reasoning, synthesizing, and acting intelligently. While AI Mode currently remains an optional tab within the search interface, it’s expected to become the dominant interaction method in the coming years.
Convenience and Efficiency for Users: AI reduces the time and effort needed to find information, make purchases, or schedule appointments. This integrated, conversational experience aligns with today’s expectations for more natural and personalized digital interactions.
New Opportunities for Businesses: With AI acting as an agent—booking tickets, suggesting products, planning trips—companies that integrate with these platforms gain access to more effective and automated sales and support channels.
Challenges for the Web Ecosystem: AI Mode may reduce traditional website traffic, as users may rely on synthesized answers rather than visiting original sources. This poses a challenge for SEO and online visibility, which must adapt to this new context.
Privacy and Data Management: The intensive use of personal data to personalize responses raises legitimate concerns around privacy and security, requiring regulation and transparency to maintain user trust.
Despite major advancements, AI still faces limitations. Chatbots—including Gemini—can provide incorrect or incomplete responses due to the probabilistic nature of their models. This requires users to remain critical and for companies to implement verification systems to ensure information accuracy.
A recent study found that over 50% of AI-generated responses can contain issues related to precision or context, highlighting the need for continued system improvements. Nevertheless, the speed and convenience of AI make it a powerful and increasingly adopted tool.
With its new AI Mode and Gemini ecosystem, Google isn’t just modernizing its search engine—it’s setting the standard for the future of digital interaction. For consultancies like Hike & Foxter—specialists in CRM, digital analytics, and artificial intelligence—these developments represent an unprecedented opportunity to build innovative solutions, enhance customer experience, and anticipate trends shaping the future of marketing and technological transformation.
Staying updated and adapting to this new environment will be crucial to fully harness the power of AI in business and deliver high-value services in an increasingly connected and automated world.