At Google’s annual developer conference it recently announced the launch of “AI Mode” for Search, a new feature in its search engine that aims to revolutionise how users access information online.
It’s been a year since the launch of AI Overviews, the AI-generated responses shown at the top of Google Search results. On 20 May 2025, Google’s chief executive Sundar Pichai stated Google is going further.: “For those who want an end-to-end AI Search experience, we are introducing an all-new AI Mode. It’s a total reimagining of Search.”
AI Mode is a radical departure. Unlike AI Overviews, AI Mode replaces traditional search results altogether. Instead, a chatbot effectively creates a miniature article to answer your question.
AI Mode is currently rolling out to users in the US, appearing as a button on the search engine and the company’s app. It’s optional for now, but Google’s head of Search, Liz Reid, said it plainly when launching the tool: “This is the future of Google Search.”
Here’s the problem critics foresee – AI Overviews already sends much less traffic to the rest of the internet and many fear AI Mode could supercharge that trend. If this comes to pass, it could crush the business model that’s fuelled the digital content that’s been enjoyed for almost 30 years.
This chatbot-style interface, powered by models like Gemini, generates comprehensive answers directly within search results, reducing or eliminating the need for users to click through to external websites. While currently optional and limited to U.S. users, AI Mode is anticipated to become the default search experience.
Supporters view this as a significant step towards a more streamlined and personalised internet, with Google asserting that AI-powered search will deliver more relevant and tailored results while still supporting digital publishers. The company emphasises its commitment to connecting users with helpful content, seeing AI Mode as a new avenue for discovering and creating knowledge.
However, the rollout has sparked a global debate about the future of the open web.
Critics and publishers express concerns about potential reductions in website traffic and advertising revenue, as AI-generated summaries may bypass traditional links.
Questions have also arisen regarding content attribution and accuracy, with worries that relying solely on AI summaries could spread misinformation or diminish the visibility of original content creators.
Furthermore, there are discussions around Google’s increasing control over information dissemination and potential antitrust implications. Project Mariner, an experimental browser extension using Gemini AI to navigate the web like a human, further underscores Google’s push towards a more AI-driven online experience, raising additional considerations about privacy and the future of user interaction with websites.
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