Google has unveiled a major overhaul of its search engine with the introduction of A.I. Mode -- a new feature that works like a chatbot, enabling users to ask follow-up questions and receive detailed, conversational answers. Announced at the I/O 2025 conference, the feature is now being rolled out to all Search users in the U.S. Engadget reports: Google first began previewing AI Mode with testers in its Labs program at the start of March. Since then, it has been gradually rolling out the feature to more people, including in recent weeks regular Search users. At its keynote today, Google shared a number of updates coming to AI Mode as well, including some new tools for shopping, as well as the ability to compare ticket prices for you and create custom charts and graphs for queries on finance and sports.

For the uninitiated, AI Mode is a chatbot built directly into Google Search. It lives in a separate tab, and was designed by the company to tackle more complicated queries than people have historically used its search engine to answer. For instance, you can use AI Mode to generate a comparison between different fitness trackers. Before today, the chatbot was powered by Gemini 2.0. Now it's running a custom version of Gemini 2.5. What's more, Google plans to bring many of AI Mode's capabilities to other parts of the Search experience.

Looking to the future, Google plans to bring Deep Search, an offshoot of its Deep Research mode, to AI Mode. [...] Another new feature that's coming to AI Mode builds on the work Google did with Project Mariner, the web-surfing AI agent the company began previewing with "trusted testers" at the end of last year. This addition gives AI Mode the ability to complete tasks for you on the web. For example, you can ask it to find two affordable tickets for the next MLB game in your city. AI Mode will compare "hundreds of potential" tickets for you and return with a few of the best options. From there, you can complete a purchase without having done the comparison work yourself. [...] All of the new AI Mode features Google previewed today will be available to Labs users first before they roll out more broadly.

An anonymous reader quotes a report from Bloomberg: While using website data to build a Google Search topped with artificial intelligence-generated answers, an Alphabet executive acknowledged in an internal document that there was an alternative way to do things: They could ask web publishers for permission, or let them directly opt out of being included. But giving publishers a choice would make training AI models in search too complicated, the company concludes in the document, which was unearthed in the company's search antitrust trial.

It said Google had a "hard red line" and would require all publishers who wanted their content to show up in the search page to also be used to feed AI features. Instead of giving options, Google decided to "silently update," with "no public announcement" about how they were using publishers' data, according to the document, written by Chetna Bindra, a product management executive at Google Search. "Do what we say, say what we do, but carefully." "It's a little bit damning," said Paul Bannister, the chief strategy officer at Raptive, which represents online creators. "It pretty clearly shows that they knew there was a range of options and they pretty much chose the most conservative, most protective of them -- the option that didn't give publishers any controls at all."

For its part, Google said in a statement to Bloomberg: "Publishers have always controlled how their content is made available to Google as AI models have been built into Search for many years, helping surface relevant sites and driving traffic to them. This document is an early-stage list of options in an evolving space and doesn't reflect feasibility or actual decisions." They added that Google continually updates its product documentation for search online.

Google's stalwart search button has a new neighbor: AI Mode. From a report: The artificial intelligence feature is being tested directly beneath the Google search bar beside a "Google Search" button, replacing the "I'm Feeling Lucky" widget. The new feature, though not widely available yet, is being tested in a location where Google rarely makes changes.

Google has pushed back against Apple executive Eddy Cue's testimony that Safari searches declined last month, asserting it continues "to see overall query growth in Search" with "an increase in total queries coming from Apple's devices and platforms."

The statement comes as Apple's Senior VP revealed under oath that the company is "actively looking at" revamping Safari to focus on AI-powered search engines, potentially threatening the estimated $20 billion-a-year deal making Google the default search provider on Apple devices.

Cue testified that AI search providers including OpenAI, Perplexity, and Anthropic will "eventually replace standard search engines." Google, in its response, pointed to ongoing enhancements to its search product, noting users are "accessing it for new things and in new ways, whether from browsers or the Google app, using their voice or Google Lens."

Apple is "actively looking at" revamping the Safari web browser on its devices to focus on AI-powered search engines, a seismic shift for the industry hastened by the potential end of a longtime partnership with Google. From a report: Eddy Cue, Apple's senior vice president of services, made the disclosure Wednesday during his testimony in the US Justice Department's lawsuit against Alphabet. The heart of the dispute is the two companies' estimated $20 billion-a-year deal that makes Google the default offering for queries in Apple's browser. The case could force the tech giants to unwind the pact, upending how the iPhone and other devices have long operated.

Cue noted that searches on Safari dipped for the first time last month, which he attributed to people using AI. Cue said he believes that AI search providers, including OpenAI, Perplexity and Anthropic, will eventually replace standard search engines like Alphabet's Google. He said he believes Apple will bring those options to Safari in the future. "We will add them to the list -- they probably won't be the default," he said, indicating that they still need to improve.

A "small percentage" of Google's users in the US will begin seeing an AI Mode tab in Google Search "in the coming weeks," the company said Thursday, marking the tool's first deployment outside the company's experimental Labs environment.

Unlike traditional search results that display URLs based on user queries, AI Mode generates conversational responses from Google's search index. The feature will appear as a dedicated tab positioned before the standard "All," "Images," and other search filters. The deployment represents Google's direct challenge to LLM-powered search engines like Perplexity and ChatGPT.

AI Mode differs from existing AI Overviews in Google Search, which merely insert AI summaries between the search box and web results.

Google changed its rules around how product-review sites appear in its search engine. In the process, it devastated a once-lucrative corner [non-paywalled source] of the news media world. From a report: Sites including CNN Underscored and Forbes Vetted offer tips on everything from mattresses and knife sets to savings accounts, making money when users click on links and buy products.

They depend on Google to drive much of their traffic, and therefore revenue. But over the past year, Google created stricter rules that dinged certain sites that farm out articles to freelancers, among other things. The goal, Google has said, was to give users higher-quality search results. The outcome was a crisis for some sites. Traffic for Forbes Advisor, a personal-finance recommendation site, fell 83% in January from the same month the year before, according to data firm Similarweb.

CNN Underscored and Buy Side from WSJ, which is operated by Wall Street Journal parent Dow Jones, were both down by more than 25% in that period. Time magazine's Time Stamped and the Associated Press's AP Buyline, powered by Taboola Turnkey Commerce, ended their efforts in recent months. Taboola closed the commerce operation.

Google will remove URL breadcrumbs from mobile search results globally, displaying only domain names instead of the full hierarchical path marked by ">" symbols, the company said.

The change affects all smartphone and tablet searches while desktop results remain unchanged. The company said it made the change because of limited screen space, noting breadcrumbs often get cut off on smaller displays.

Google says it has begun requiring users to turn on JavaScript, the widely-used programming language to make web pages interactive, in order to use Google Search. From a report: In an email to TechCrunch, a company spokesperson claimed that the change is intended to "better protect" Google Search against malicious activity, such as bots and spam, and to improve the overall Google Search experience for users. The spokesperson noted that, without JavaScript, many Google Search features won't work properly, and that the quality of search results tends to be degraded.

Apple has no plans to develop its own search engine despite potential restrictions on its lucrative revenue-sharing deal with Google, citing billions in required investment and rapidly evolving AI technology as key deterrents, according to a court filing [PDF].

In a declaration filed with the U.S. District Court in Washington, Apple Senior Vice President Eddy Cue said creating a search engine would require diverting significant capital and employees, while recent AI developments make such an investment "economically risky."

Apple received approximately $20 billion from Google in 2022 under a deal that makes Google the default search engine on Safari browsers. This arrangement is now under scrutiny in the U.S. government's antitrust case against Google.

Cue said Apple lacks the specialized professionals and infrastructure needed for search advertising, which would be essential for a viable search engine. While Apple operates niche advertising like the App Store, search advertising is "outside of Apple's core expertise," he said. Building a search advertising business would also need to be balanced against Apple's privacy commitments, according to his declaration.

9to5Google's Ben Schoon reports: Google has introduced a new feature on iOS that injects links on third-party websites that take users back to Google Search. Recently, Google announced new "Page Annotations" within the Google app on iOS. This feature, as Google explains, "extracts interesting entities from the webpage and highlights them in line." Effectively, it creates links on a website that you've opened through Google's browser that the website's owner did not put there. The links, when clicked, then perform a search on Google for that subject and open the search in a pop-up window on top of the third-party website.

The feature, Google says, will offer an opt-out for website owners through a form. It's pointed out by SERoundTable that opting out can take up to 30 days, while the feature is live now. Further reading: US Says Google Is an Ad Tech Monopolist, in Closing Arguments

In a 23-page document (PDF) filed late Wednesday, U.S. regulators asked a federal judge to break up Google after a court found the tech giant of maintaining an abusive monopoly through its dominant search engine. As punishment, the DOJ calls for a sale of Google's Chrome browser and restrictions to prevent Android from favoring its own search engine. The Associated Press reports: Although regulators stopped short of demanding Google sell Android too, they asserted the judge should make it clear the company could still be required to divest its smartphone operating system if its oversight committee continues to see evidence of misconduct. [...] The Washington, D.C. court hearings on Google's punishment are scheduled to begin in April and Mehta is aiming to issue his final decision before Labor Day. If [U.S. District Judge Amit Mehta] embraces the government's recommendations, Google would be forced to sell its 16-year-old Chrome browser within six months of the final ruling. But the company certainly would appeal any punishment, potentially prolonging a legal tussle that has dragged on for more than four years.

Besides seeking a Chrome spinoff and a corralling of the Android software, the Justice Department wants the judge to ban Google from forging multibillion-dollar deals to lock in its dominant search engine as the default option on Apple's iPhone and other devices. It would also ban Google from favoring its own services, such as YouTube or its recently-launched artificial intelligence platform, Gemini. Regulators also want Google to license the search index data it collects from people's queries to its rivals, giving them a better chance at competing with the tech giant. On the commercial side of its search engine, Google would be required to provide more transparency into how it sets the prices that advertisers pay to be listed near the top of some targeted search results. The measures, if they are ordered, threaten to upend a business expected to generate more than $300 billion in revenue this year. "The playing field is not level because of Google's conduct, and Google's quality reflects the ill-gotten gains of an advantage illegally acquired," the Justice Department asserted in its recommendations. "The remedy must close this gap and deprive Google of these advantages."

Google has warned websites they will be penalized for hosting marketing content designed to exploit search rankings, regardless of whether they created or outsourced the material. The crackdown on so-called "parasite SEO" targets websites that leverage their search rankings to promote unrelated content, such as news sites hiding shopping coupon codes or educational platforms publishing affiliate marketing material.

Chris Nelson from Google's search quality team said the policy applies even when content involves "white label services, licensing agreements, partial ownership agreements, and other complex business arrangements." The move follows Google's March announcement targeting site reputation abuse, which gained attention after Sports Illustrated was found publishing AI-generated product reviews through third-party marketing firm AdVon Commerce.

An anonymous reader shares a report: As Meta tries to keep up with OpenAI in developing AI, the Facebook owner is working on a search engine [non-paywalled link] that crawls the web to provide conversational answers about current events to people using its Meta AI chatbot.

In doing so, Meta hopes to lower its reliance on Google Search and Microsoft's Bing, which currently provide information about news, sports and stocks to people using Meta AI, according to a person who has spoken with the search engine team. It could also give Meta a backup option if Google or Microsoft withdrew from these arrangements, according to a person who has been involved with the strategy.

Google's grip on the nearly $300 billion search advertising business is loosening. From a report: For years, the tech giant has seemed invincible in this corner of the ad market, which is the foundation of its business. Now, rivals are beginning to eat into its lead, and new offerings -- fueled by the rise of artificial intelligence and social video -- threaten to reshape the landscape. TikTok, the wildly popular short-form video platform, has recently started allowing brands to target ads based on users' search queries -- a direct challenge to Google's core business.

Perplexity, an AI search startup backed by Jeff Bezos, plans to introduce ads later this month under its AI-generated answers. Until now, it has made revenue mostly from a $20-a-month subscription offering that grants access to more-powerful AI technology. The new initiatives add to the pressure on Google from the rise of Amazon.com, which has taken a chunk of search ad spending. Many consumers begin product searches on the e-commerce platform.

Google's share of the U.S. search ad market is expected to drop below 50% next year for the first time in over a decade, according to the research firm eMarketer. Amazon is expected to have 22.3% of the market this year, with 17.6% growth, compared with Google's 50.5% share and its 7.6% growth.