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Google is trying to address concerns of publishers who are losing click-through traffic with the advent of AI-led search platforms
Google has launched a wave of AI-driven services, most notably a major overhaul of its search platform that promises to fundamentally transform how users access information online. Called ‘AI Mode’, the new search experience is designed to answer longer queries and generate full responses.
While many see this as Google’s direct response to the release of search engines from Silicon Valley start-ups like OpenAI and Perplexity, Chirag Dekate, VP, Analyst at Gartner, said the move showcased a clear strategy to not just compete in the AI-driven search landscape, but to redefine it.
“The introduction of “AI Mode,” moves beyond simple keyword matching to conversational, multi-step queries. It’s a paradigm shift, transforming search from a retrieval tool to an intelligent assistant. Google is demonstrating a commitment to tangible, user-centric innovation. It is very clear that organisations that do not have an AI native core will struggle to disrupt search,” he said.
Further, Dekate said that Google’s focus on delivering a demonstrably superior user experience may prove difficult for others to match in the short term. The gap isn’t just about technology; it’s about the scale of integration and the depth of AI expertise, he said.
Sanchit Vir Gogia, Chief Analyst & CEO at Greyhound Research, said that 61 per cent of global CIOs are re-evaluating how internal and external users access information, preferring contextual, summarised responses over traditional links.
“Google’s move is not reactive—it aligns with evolving user expectations and the proliferation of AI-native information environments. We believe this is a foundational reset in how digital search is designed, governed, and monetised,” he said, adding that AI co-pilots, chat-based interfaces, and proprietary knowledge agents have redefined how users formulate queries and consume answers. This does two things: raise new questions around content provenance and result transparency, open up opportunities for better engagement in enterprise knowledge work.
Meanwhile, analysts like Gerrit Schneemann, Senior Analyst at Counterpoint Research, maintained that decision to turn Search into an interactive task engine with features like contextual memory, screen understanding and cross-device integration is squarely aimed at competing with ChatGPT, Perplexity and others.
“Google’s announcements mean the end-users will experience more predictive, multimodal and hands-free AI assistance baked into their daily devices. Search will feel less like typing queries and more like having an agent that plans, explains and acts across contexts,” he said.
Google is also trying to address concerns of publishers who are losing click-through traffic with the advent of AI-led search platforms. “The upcoming “Deep Search,” promising fully cited reports, underscores a commitment to both AI-driven efficiency and journalistic integrity. This is more than just convenience; it’s a strategic move to build user trust and solidify Google’s position as the definitive source of reliable information,” Dekate said.
Does Google’s Generative Search Rresolve IP concerns?
Regarding IP concerns by publications, Dekate said that while AI Overviews’ emphasis on citing sources offers transparency, it is still unclear how ongoing concerns from news publications regarding content usage and consent in AI training will be resolved.
On the other hand, Gogia said that Google’s platform is built to differentiate itself from unanchored AI chatbots by explicitly linking generative summaries back to live indexable pages. Closed models like ChatGPT often reference static training sets or rely on subscription plug-ins for source expansion.
“Google’s use of live web results offers a technical basis for real-time accuracy, but it also introduces a risk: the summarisation process may paraphrase or compress content in ways that raise IP and ethical concerns for news publishers. Google’s challenge now is not just technical—it’s political and editorial,” said Gogia.
With inputs from Sindhu Hariharan in Chennai
Published on May 21, 2025
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