Google Search isn’t changing—it’s being drastically AI-redone. With over 5 trillion searches per year, Google is going all in on artificial intelligence to assist, interact, and commercially a lot more commercially. Here’s a more detailed look at what’s transforming, how it might change you using search, and why companies are taking notice.
AI Overviews: The New Look of Search
One of the most significant changes is the addition of AI Overviews. These are automated summaries created by AI that appear at the top of certain search results. Rather than clicking through several links, you get a fast, useful overview that draws in the most important information. Google states that these overviews have increased engagement by more than 10 percent wherever they’re shown, particularly in countries such as the U.S. and India. People are getting more out of their searches—and they’re coming back for more.
Ads Are Moving In
Now here’s where it gets interesting. Google has started placing ads directly within these AI Overviews on desktop. These aren’t your usual side banners. They’re mixed right into the content of the AI answer. You’ll see both text and image-based ads—clearly marked as “Sponsored”—but still, they’re part of what looks like your regular answer.
For advertisers, this is the best visibility. Their ad comes up only when one specifically searches for something. For the consumer, however, it may become harder to recognize what is paid and what is organic. It’s a shift that could alter the way people view search results and believe the answers they find.
AI Mode: Search Gets Conversational
Google is also experimenting with something called AI Mode—a special tab that behaves like a chatbot. You can enter multi-step or longer questions, and it will guide you through answers in a more conversational manner. It’s built to behave like a smart assistant that can explain, recommend, and assist you in getting things done without bouncing from page to page.
Ads are not appearing in AI Mode yet, but Google made it clear that they are on the way. As ADWEEK reported, the company will lean on what it has learned from AI Overviews to determine how ads will fit into the mix. That would mean, soon enough, you might be searching for tips on building a website and seeing both a guide and a sponsored ad for a website builder in the same area.
What This Means for Businesses
For companies, this is a significant opportunity. Google reports individuals are using AI Overviews more for business-related searches—searching for products, comparing prices, and receiving recommendations. That opens new opportunities for brands to engage with customers in moments of importance.
The silver lining for advertisers is that the ads are being removed from their current Search and Shopping campaigns, so no new ones need to be started from the ground up. But there are some questions. It’s not yet known how much data advertisers will have to gauge how the ads perform within the new AI format, and combining ads with AI answers might question user trust.
The Big Picture
This new combination of AI and advertising represents a big change for Google. It’s not just about generating revenue—it’s about revolutionizing how people discover and interact with information on the web. The Verge called it straight: Google is filling its AI search results with even more ads. Meanwhile, the company is experimenting with whether or not humans like this new combination of helpful information and paid advertising.
So now what? Will customers embrace this smoother blend of ads and responses? Will it work better for the advertiser, after all? And can Google remain open and honest while venturing deeper into AI-based search?
One thing’s certain: AI is revolutionizing how we search. Whether you’re an inquiring user, a marketer, or a small business owner, these changes are going to redefine how we all interact with the internet from here on out.
