Google is testing a new feature called AI Mode in its search engine, offering a more interactive way to retrieve information. This experimental addition, which currently is being tested by employees (via 9to5Google), moves away from the traditional list of links and provides structured, AI-generated responses powered by a customized version of Gemini 2.0.
The development follows Google’s continued effort to integrate AI into search, including the controversial rollout of AI Overviews, which initially appeared in over 80% of queries before being scaled back to just 15% due to accuracy concerns.
CEO Sundar Pichai has hinted at even greater changes ahead, stating recently that “2025 is going to be one of the biggest years for Search innovation yet.”
How AI Mode Works
AI Mode appears as a new button alongside tabs like News, Shopping, and Images. When selected, it replaces traditional search results with an AI-generated response, displaying an answer in a more structured format. Instead of just presenting a ranked list of links, AI Mode breaks down complex queries, synthesizing relevant details from multiple sources.
Google has positioned AI Mode as an enhancement for searches that involve reasoning or multi-step information gathering. Internal testing includes queries such as:
“How many boxes of spaghetti should I buy to feed 6 adults and 10 children, with enough for seconds?”
“Compare wool, down, and synthetic jackets in terms of insulation, water resistance, and durability.”
“What do I need to get started with aquascaping?” followed by “What are some nearby stores to buy supplies?”
9to5Google got their hands on the following screenshot of the “early release” desktop experience which is already available to Googlers today.
The system allows users to ask follow-up questions in a dedicated text box at the bottom of the results page. On Android and iOS, AI Mode also supports voice input, letting users refine queries hands-free.
What Powers AI Mode? The Role of Gemini 2.0
Google’s AI Mode runs on a customized version of Gemini 2.0, the company’s latest large language model (LLM). Unlike previous versions, Gemini 2.0 is designed to handle more complex reasoning and multi-step query processing, making it better suited for conversational search experiences.
While AI Overviews previously attempted to introduce AI-generated summaries into search results, AI Mode marks a shift toward a more interactive, user-driven experience. Instead of passively receiving a single AI-generated snippet, users can engage in a back-and-forth refinement of their queries.
Google is not alone in pushing AI-driven search forward. Competitors like OpenAI have already added real-time search to ChatGPT, while Microsoft continues integrating AI into Bing.
Meanwhile, Perplexity AI has been gaining attention for its direct-answer approach, which presents fully synthesized responses rather than ranked search results. With Google’s vast search infrastructure and user base, AI Mode could be its most aggressive move yet to adapt to a world increasingly reliant on AI-powered answers.
Regulatory Scrutiny and Market Dominance Concerns
Google’s push toward AI-generated search results comes at a time when regulators are closely scrutinizing its dominance in the search industry. The U.S. Department of Justice (DOJ) has been investigating whether Google’s control over search and advertising unfairly stifles competition. This includes a proposal to break up the company’s search and advertising business, which could directly affect how Google integrates AI-driven responses into its products.
AI Mode’s ability to summarize and organize information raises additional regulatory concerns. If Google increasingly provides AI-generated answers instead of directing users to external websites, it could impact competition by keeping users within Google’s ecosystem.
Critics argue that this shift could reduce organic traffic to independent publishers, limiting consumer choice and further strengthening Google’s hold over online information distribution.
Google has stated that AI Mode will still provide links to external sources, but current tests suggest that these appear in a “secondary” position rather than being the default result format. This mirrors concerns raised with AI Overviews, which were initially rolled out broadly before Google scaled them back due to accuracy issues and publisher backlash.
Last October, Google then started scaling them up again, introducing also ads and new content pages.
How AI Mode Could Impact Publishers and Content Visibility
One of the biggest concerns with AI-driven search is its potential effect on website traffic. Many publishers rely on Google for visibility, and any shift away from traditional link-based search could have significant financial implications. If AI Mode becomes a widely used feature, it may further reduce click-through rates to external sites.
This issue has already sparked controversy in the AI space. News Corp has sued Perplexity AI, alleging that its AI-generated responses rely on content scraped from publishers without proper attribution. A similar concern could emerge with Google’s AI Mode if publishers feel that their content is being used to generate AI answers without sufficient credit or traffic redirection.
Google’s past handling of AI-generated summaries has already led to the mentioned adjustments. If AI Mode follows a similar trajectory, Google may need to balance AI-generated responses with ensuring external sources remain visible and accessible.
Competition and Google’s AI Strategy
While Google continues to refine AI-driven search, its competitors are moving aggressively to redefine how users access information online. ChatGPT’s real-time search integration has positioned OpenAI as a growing challenger in the AI search space, allowing users to interact with an AI assistant that retrieves live web results.
Meanwhile, Perplexity AI has secured major funding, further validating demand for AI-powered search alternatives. Unlike traditional search engines, Perplexity AI provides direct responses that aim to reduce the need for users to visit multiple external sites.
Microsoft is also leveraging its partnership with OpenAI to strengthen its search capabilities, with AI-generated responses playing a larger role in Bing’s functionality. These developments suggest that AI-assisted search is no longer an experimental feature but rather a fundamental shift in how people interact with the web.
The Future of AI Mode and Its Role in Google’s Strategy
Google’s move toward AI-powered search is not just about enhancing user experience—it is a strategic shift to ensure it remains the dominant gateway to online information. As AI-driven search models become more advanced, Google must balance AI-generated answers with its existing search infrastructure to maintain both user trust and advertising revenue.
While AI Mode is currently in testing, the fact that Google is actively developing an alternative search experience suggests that it is preparing for a future where AI-generated responses could gradually replace traditional ranking-based search results for certain queries.
The company’s ability to fine-tune this feature while addressing regulatory scrutiny and publisher concerns will determine how widely it can roll out AI-driven search.
Monetization Challenges: Can AI Mode Work with Google’s Ad Model?
One of the biggest uncertainties surrounding AI Mode is how it will fit into Google’s advertising business. Google Search generates billions of dollars annually through paid search ads, which rely on users clicking links to external websites. If AI Mode significantly reduces the need for users to visit external pages, it could force Google to rethink its monetization strategy.
Unlike traditional search, where ads are displayed alongside search results, AI-generated answers present a different challenge. If users primarily interact with AI Mode rather than clicking links, Google may need to integrate AI-generated sponsored content or adapt its ad placements to work within AI-powered responses. The success of this transition could define how AI search is monetized in the coming years.
Will AI Mode Replace Traditional Search?
Despite its advancements, AI Mode is unlikely to replace Google’s standard search results entirely—at least in the short term. Many users still rely on traditional search rankings for certain types of queries, particularly when looking for news updates, shopping comparisons, or niche information that AI-generated summaries may not handle effectively.
Instead, AI Mode could serve as an alternative experience for queries that require complex reasoning or multi-step research, positioning itself alongside traditional search rather than replacing it outright. The final implementation will depend on how well Google can refine the feature to provide accurate, trustworthy responses without undermining the broader web ecosystem.
Google’s AI Mode represents a major shift in how search engines might function in the future. As AI-generated answers become more common, search could gradually move away from static link-based results toward interactive, conversational AI models. However, this transition is not without risks—publishers, advertisers, and regulators will all play a role in shaping how AI search evolves.
With competitors like OpenAI, Microsoft, and Perplexity AI refining their own AI-driven search technologies, Google’s ability to maintain its position will depend on how effectively it balances AI-generated results with user trust, regulatory approval, and its advertising-driven business model.
