Google today launched “AI Mode” in its flagship Search product, powered by the latest Gemini 2.5 multimodal model. The new experience introduces “query fan-out,” “Deep Search” expert briefings and live camera-assisted interactions—efforts designed to transform Google from a passive index into an active research partner.
Key Highlights
- What happened: At its I/O 2025 keynote, Google announced AI Mode will roll out globally by July, giving users the option to toggle between classic search and an AI-augmented interface.
- Why it matters: This marks Google’s most significant push yet to compete with specialised AI chatbots by embedding generative capabilities directly into core search.
- Next steps: Developers can integrate AI Mode features via a new Search Generative Experience API; Google plans to extend camera-driven Q&A to Google Lens later this year.
After years of incremental AI features, Google is doubling down on generative intelligence. AI Mode in Search promises an agentic experience: users can summon synthesised overviews, spawn sub-queries automatically, and even point their smartphone camera at physical objects to receive real-time explanations. The move reflects mounting pressure from competitors like OpenAI’s ChatGPT and Microsoft’s Copilot to make search more interactive—and more profitable.
Context & Background
Since 2023, Google has experimented with AI in Search through its Search Generative Experience. Early tests yielded mixed feedback: users appreciated concise summaries but sometimes found them overly confident or lacking nuance.
Gemini 2.5, Google’s newest large multimodal model, aims to strike a better balance by leveraging advanced fact-checking routines and source citations.
We’re reimagining search as a dialogue
Sundar Pichai told developers.
AI Mode isn’t just about answers—it’s about understanding
Sundar Pichai
Features & Functionality
- Query Fan-Out When a user asks a broad question, such as “climate change innovations”, AI Mode automatically generates related sub-questions, runs parallel searches, and weaves the top insights into a single, organised briefing.
- Deep Search Reports For complex topics, Deep Search compiles expert-level PDFs complete with charts and references. Users can download or share these in professional settings.
- Live Camera Q&A: Building on Google Lens, the camera integration enables users to point at textbooks, plants, or machinery to ask follow-up questions, transforming everyday scenes into interactive learning experiences.
Industry Reactions
- Analyst Perspective: Tech consultancy Forrester estimates that embedding generative AI in search could boost Google’s ad revenue by 15–20% over two years, as brands pay premiums for sponsored snippets within AI summaries.
- Developer Feedback: Early API testers praise the ease of adding AI Mode to third-party apps but caution that excessive API calls could incur high costs without strict rate limits.
Broader Implications
AI Mode could reshape digital marketing. Traditional SEO tactics—such as keyword optimisation and backlink building—may give way to “AI schema” practices, where content creators format articles as structured data optimised for generative prompts.
Brands will need to monitor how AI curates and summarises their materials to avoid misrepresentation.
Educationally, AI Mode’s real-time camera answers could revolutionise remote learning, although critics warn about over-reliance: students may skip foundational research in favour of instant summaries.
Expert Commentary
“Google’s rollout is a watershed moment,” says AI ethicist Dr. Lina Chen. “The company has wrestled with hallucinations in past models; if Gemini 2.5 delivers on reliability, this could redefine how people interact with information online.”
Why You Should Care
Whether you’re a marketer, educator or curious netizen, AI Mode signals the future of search: interactive, multimodal and tailored. Start experimenting with the new API, review your content’s markup and consider how generative overviews might complement—or compete with—your existing information channels.
Related Links
- Google I/O 2025 Keynote Highlights
- Developer Guide: Search Generative Experience API
- Analysis: Generative AI’s Impact on SEO
