At its I/O conference on Tuesday, Google introduced several new technologies that aim to move beyond its traditional Search product, paving the way for a future where search engines are far less central to everyday life. The updates come as Google faces growing competition from AI-driven search products like OpenAI’s ChatGPT and Perplexity, as well as increased pressure from government antitrust regulators.
Google’s Strategic Shift with AI Mode
One of the key changes to Google’s Search platform is the introduction of AI Mode, a new feature that allows users to engage in conversational interactions with Google’s AI, similar to the chatbots provided by OpenAI and other competitors. AI Mode, initially available to U.S. users, enables deeper searches by breaking down queries into smaller subtopics and running multiple searches simultaneously, enhancing the search experience without replacing traditional search.
AI Mode’s Enhanced Features
Google’s AI Mode also introduces “agentic AI” functionality, which can manage tasks like tracking products and completing the checkout process for users. Additionally, a new try-on feature lets users upload images of themselves to see how clothes would look, showing Google’s strong push to integrate AI into its search offerings while keeping its classic search engine intact.
Competing with Smart Glasses
Beyond search, Google is working to fend off competition from Meta, which has already launched its Ray-Ban Meta smart glasses. These glasses aim to transform how users interact with information and perform searches. In response, Google is partnering with Samsung, Qualcomm, Warby Parker, and Gentle Monster to develop its own smart glasses, hoping to capture the growing interest in wearable tech.
Antitrust and Search Rivalry
Google’s dominance in search has been challenged by new AI competitors, and the company is facing increasing scrutiny from government regulators. Recently, Apple’s senior vice president of services, Eddy Cue, revealed that searches via the Safari browser had decreased for the first time in April, which many attribute to the rise of generative AI services like ChatGPT. Despite this, Google insists that its search queries are still growing, even as it works to innovate within its existing platform.
Google’s Battle to Stay on Top
With the rise of AI-powered competitors and the looming threat of smart glasses transforming how people search for information, Google is investing heavily in developing new technologies that blend its traditional search engine with cutting-edge AI capabilities. The company faces an uphill battle to maintain its position at the forefront of search and to remain the dominant force in the digital advertising space, but its push into AI-driven solutions may prove critical in the ongoing battle for search supremacy.
