ISLAMABAD (PEN) : Google has rolled out a major update to its search engine, introducing a powerful new AI-driven mode designed to deliver deeper, more context-aware results. The launch marks a strategic step in Google’s AI evolution amid growing competition from platforms like OpenAI’s ChatGPT.
A “Total Reimagining” of Search
The announcement came during Google’s annual I/O developer conference, where CEO Sundar Pichai called the new AI search “a total reimagining of search.” The enhanced search mode, now live in the United States, offers advanced reasoning, multi-modal input processing, and support for longer, more complex queries — along with interactive follow-up capabilities.
“You can go further with your searches, asking questions in greater detail and depth,” said Pichai. The upgraded feature builds upon the existing AI Overviews, which display generative summaries above traditional search results.
According to Liz Reid, Google’s Head of Search, the system now scans the entire web more extensively than ever before, offering users a richer and more intelligent response experience. “It goes way deeper than traditional search,” she said.
Global AI Reach and Competitive Pressure
With over 1.5 billion users having engaged with AI Overviews since their introduction last year, Google Search is now the largest generative AI product in the world, Pichai noted. However, this move arrives at a time when AI-focused competitors are rapidly gaining ground.
OpenAI, with its ChatGPT product, has begun integrating real-time web browsing capabilities. Meanwhile, emerging tools like Perplexity AI are reshaping how users access and interact with information online.
This heightened competition is already being felt. Eddy Cue, Apple’s Senior Vice President of Services, testified in a recent antitrust trial that search traffic on Apple devices declined in April — the first such dip in more than two decades — citing increased user interest in AI-powered alternatives.
Impact on Publishers and Ad Revenue
The shift toward AI-generated summaries and away from traditional “blue link” results has triggered concern among online publishers. Media outlets, academic platforms, and sites like Wikipedia worry that reduced click-through rates could lead to lower traffic and threaten their financial models.
At the same time, advertisers are closely watching the transition. Analysts warn that fewer traditional search results could lead to diminished ad impressions — a key source of revenue for Google.
Expanded AI Capabilities and Premium Tiers
Beyond search, Google also showcased a suite of new AI features, including real-time speech translation, virtual try-on tools using personal photos, and AI assistants capable of autonomously finding deals and making purchases.
A new premium tier called “Ultra” was also announced, priced at \$250 per month. Subscribers will gain access to advanced AI agents that can complete online tasks independently within Chrome or through the Gemini AI app.
Legal Scrutiny and Market Shifts
Google’s AI expansion is unfolding under the cloud of an ongoing federal antitrust trial. The company’s search business has been ruled an illegal monopoly, and a judge may order divestitures that could reshape Google’s market dominance.
As AI continues to disrupt the digital information economy, questions remain over the balance between innovation, accountability, and the sustainability of the broader web ecosystem.
