Google is continuing to integrate generative AI more deeply into Search, fundamentally changing the search experience. Instead of a traditional list of links, AI-generated summaries, conversational features and agentic applications are moving increasingly to the forefront. The conventional search bar is therefore becoming more of an interface through which users are expected not only to find information, but also to receive direct answers, recommendations and automated analysis.
In future, AI systems within Search are expected to take on significantly more tasks independently. These include search agents that scan the web for relevant information on their own, as well as continuously available AI models designed to help users organise aspects of their everyday lives.
From a strategic perspective, the move is understandable: AI chatbots are increasingly used to find information, while Google continues to dominate the global search market. By linking Search more closely with Gemini, the company can bring existing user behaviour into its own ecosystem while establishing new forms of interaction. According to Google, these features are intended to make it easier to extract information from websites efficiently. They are based on generative AI, which is designed to interpret search intent more accurately and enable more personalised results. With Gemini 3.5 Flash as the technical foundation, further AI features are likely to be integrated into Search in future.
At the same time, this development raises questions. The more prominent AI-generated answers and agents become, the further traditional organic search results move into the background. For users, this could result in a less transparent search experience.
The shift is also economically ambivalent. Google still generates a large share of its revenue from advertising, particularly around Search. If AI systems increasingly summarise results or complete tasks independently, traditional ads may become less visible. Advertising could therefore become more deeply integrated into AI-generated answers, agent reports or automatically created summaries.
By Ida Kandler