At its 2025 I/O developer conference, Google revealed major upgrades to its Search experience, signaling a bold shift in strategy to defend its dominance in a rapidly changing digital landscape. Facing rising competition from generative AI services like ChatGPT and Bing AI, and under the microscope from antitrust regulators, Google is banking on AI-powered agents and next-gen smart glasses to future-proof its core business.
Introducing AI Mode: A Conversational Future for Search
The most significant announcement is AI Mode, a new tab within Google Search that enables users to engage in back-and-forth dialogue with an AI assistant. Unlike traditional keyword searches, AI Mode understands natural language, breaks queries into subtopics, and runs multiple searches in parallel—a technique Google calls “query fan-out.”
AI Mode isn’t just a chatbot; it acts as a context-aware research assistant. Users can now:
- Shop for products with AI tracking options
- Try on clothes virtually by uploading a photo
- Receive enhanced AI Overviews embedded in search results
This conversational interface sets the stage for a future where AI augments or even replaces classic search listings.
Google Eyes the Smart Glasses Frontier
While Meta’s Ray-Ban smart glasses are already making headlines, Google is not staying on the sidelines. It announced partnerships with Samsung, Qualcomm, Warby Parker, and Gentle Monster to develop stylish, AI-integrated smart glasses.
These glasses aim to deliver voice-activated search, real-time assistance, and seamless interaction with AI agents—potentially shifting the center of digital interaction away from smartphones.
Agentic AI: Your AI Assistant for Online Tasks
Google is also rolling out agentic AI capabilities that let AI perform tasks like monitoring shopping items and handling the checkout process automatically. This step aligns Google’s ambitions with the broader trend of AI-as-a-service—where AI agents not only find information but act on your behalf.
A Strategic Move Amid Rising Pressures
Google’s unveiling comes at a pivotal moment. Search is under siege—not just from AI innovators like OpenAI and Perplexity, but also from legal scrutiny. A DOJ antitrust case threatens its $20 billion search deal with Apple, and reports of declining Safari search usage have rattled investors.
These AI innovations show that Google is actively reshaping its ecosystem to stay ahead in a world where generative AI and wearable tech redefine user expectations.
