In a significant shift toward incorporating artificial intelligence in its operations, Google has expanded its AI-enhanced search mode to over 40 countries, including major European markets like Germany, Austria, Switzerland, Spain, Italy, Sweden, and Poland, as well as Asian countries such as Thailand and Vietnam. This move comes after the feature’s initial launch in the United States, the United Kingdom, and India in July, followed by a broader rollout to an additional 180 countries in mid-August.
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The AI mode, accessible via a new tab on Google’s search engine, allows users to engage in a more interactive dialogue with their search results. Unlike traditional searches that return a list of links, selecting the AI mode provides a comprehensive answer to the user’s query, displayed prominently on the page. This response not only answers the question but also cites the top three sources in small boxes on the right side of the screen, occasionally including footnotes linking to these sources for more detailed information.
Google is leveraging a specialized version of its Gemini Pro 2.5 AI system for this feature, which is designed to provide quick and precise answers to complex queries that might previously have required multiple searches to resolve. Hema Budaraju, Vice President at Google, highlighted the capability of this system to handle intricate questions, like planning a food and music-filled weekend in Edinburgh, by suggesting detailed itineraries involving pubs, restaurants, and attractions.
The introduction of this AI mode, however, raises concerns among businesses that rely heavily on traditional search result traffic for visibility. Publishers and other media outlets are particularly apprehensive about potential declines in clicks on their links, fearing significant impacts on their revenue streams. Despite these concerns, Google representatives have pointed out that well-linked high-quality sources are still attracting clicks, as evidenced by initial feedback from the United States and the United Kingdom.
Moreover, the new search mode takes several days to appear as an option for some users, a result of Google’s phased server updates. This gradual rollout is part of Google’s strategy to integrate AI into its standard search practices, reflecting an ongoing transformation in how the tech giant is enhancing user interaction with information on the internet.
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Ned Winslow is passionate about technological innovations. He writes about AI, cybersecurity, startups, and big tech companies. He makes technology understandable for everyone, with a critical eye on its impacts.
