Google has officially entered a new chapter in its search engine evolution, rolling out its experimental AI Mode to select users. This feature, powered by the company’s advanced Gemini 2.0 AI model, promises to redefine how we interact with search engines. But as with any major shift in tech, it’s raising as many eyebrows as it is expectations.
For years, Google has been synonymous with the internet itself. The phrase “just Google it” became shorthand for finding answers to anything and everything. But now, Google is asking us to rethink what search can be. With AI Mode, the company is moving beyond the traditional list of blue links and into a world where AI-generated responses take center stage.
What Is AI Mode?
AI Mode is Google’s latest experiment, designed for what it calls “power users.” It’s an opt-in feature available through Search Labs, but only for Google One AI Premium subscribers (a $20-per-month service). This isn’t just a tweak to the existing search experience—it’s a complete overhaul.
Instead of the familiar search results page, AI Mode delivers structured, conversational responses to user queries. Built on Gemini 2.0, Google’s most advanced AI model to date, it synthesizes information from multiple sources, including real-time web data, Google’s Knowledge Graph, and even shopping insights.
For example, if you ask about the best sleep trackers, AI Mode won’t just list product reviews. It will compare smart rings, smartwatches, and tracking mats, pulling in data to create a detailed, side-by-side analysis. Users can then refine their queries with follow-up questions, making the experience feel more like a conversation than a search.
The Tech Behind the Curtain
At the heart of AI Mode is Gemini 2.0, Google’s custom large language model (LLM). This isn’t your average chatbot. Gemini 2.0 uses what Google calls a “query fan-out” approach, simultaneously searching multiple subtopics and data sources to generate comprehensive answers.
The model is designed to handle complex, multi-step questions—think advanced math problems, coding queries, or multimodal searches involving text, images, and voice. It’s a significant leap forward from the AI Overviews Google introduced last year, which were more limited in scope and functionality.
A Bold Move—or a Risky Bet?
Google’s decision to push AI Mode is as bold as it is controversial. For one, it’s a clear signal that the company sees AI as the future of search. But it’s also a gamble.
The traditional search experience—those 10 blue links—has been the backbone of Google’s business model for decades. It’s how the company drives traffic to websites and, by extension, generates ad revenue. AI Mode, by contrast, minimizes the visibility of organic search results. While it does include links to sources, they’re embedded within the AI-generated response, making them less prominent.
This shift has already sparked concern among publishers and website owners, who fear losing traffic. And let’s not forget the elephant in the room: accuracy. Google has acknowledged that AI Mode is still a work in progress. The company is actively working to address issues like hallucinations (when AI generates false or misleading information) and opinionated responses.
Who Gets to Use It?
For now, AI Mode is only available to a select group of users in the U.S. through an opt-in program. Google is positioning it as a premium feature, accessible only to those willing to pay for its Google One AI Premium subscription.
This exclusivity raises questions about accessibility. Is Google creating a two-tiered internet, where only those who can afford it get access to the best tools? It’s a stark contrast to the company’s early ethos of making information universally accessible.
The Bigger Picture
AI Mode is part of a broader trend in tech, where companies are racing to integrate generative AI into their products. Microsoft has already made waves with its AI-powered Bing, and OpenAI’s ChatGPT continues to evolve. But Google’s approach is uniquely ambitious, aiming to blend conversational AI with the vast resources of its search engine.
Still, the rollout of AI Mode feels like a test—both for the technology and for users. Will people embrace this new way of searching, or will they cling to the familiarity of traditional search results? And how will this shift impact the broader internet ecosystem, from publishers to advertisers?
What’s Next?
Google has made it clear that AI Mode is just the beginning. The company plans to refine the feature based on user feedback, with updates that could include richer formatting, more visual responses, and new ways to connect users with web content.
But for now, AI Mode is a glimpse into the future of search—a future where the line between search engine and AI assistant blurs. Whether that future is one we want remains to be seen.
As Google continues to push the boundaries of what’s possible, one thing is certain: the way we search is changing. And with it, the internet as we know it.