Google plans to introduce some changes to its Search platform in 2025, with a strong focus on integrating advanced technology like AI, to enhance user experience.
CEO Sundar Pichai outlined the company’s plans during its latest earnings call, revealing that the year will be a big scale up in how users interact with Search.
According to Pichai, Google is working towards expanding the range of questions people can ask, making Search more intuitive and capable of handling complex queries. “As AI continues to expand the universe of queries that people can ask, 2025 is going to be one of the biggest years for search innovation yet,” he stated.
An interesting part of this evolution involves incorporating features developed by Google’s research division, DeepMind.
The visualises a time where Search functions more like an interactive assistant rather than a tool that simply provides a list of website links. Users will be able to receive direct answers to detailed questions, reducing the need to visit multiple web pages.
Google’s focus on a more dynamic Search experience began after the emergence of competing technologies, particularly OpenAI’s ChatGPT, which challenged the traditional search model.
Since then, Google has been speeding up its efforts to enhance how information is delivered. However, this transition has made businesses and content creators who depend on Search traffic and advertising revenue quite concerned.
One of the most anticipated advancements is Project Astra, a system capable of analysing live video and responding to user inquiries in real-time. Pichai described it as a glimpse into the future, saying, “You can imagine the future with Project Astra.” Google aims to extend this technology to other products, including smart glasses powered by an in-house operating system.
Again, Google is developing Gemini Deep Research, an advanced tool designed to generate in-depth reports. This system could drastically change how people gather information, as it automates tasks traditionally performed through manual searches.
“You are really dramatically expanding the types of use cases for which Search can work – things which don’t always get answered instantaneously, but can take some time to answer,” Pichai explained.
Another project, Project Mariner, will simplify web navigation by interacting with websites on behalf of users. This could reduce the need for people to visit sites directly, further transforming the way Search operates. Pichai also hinted at a more interactive Search interface, allowing users to ask follow-up questions seamlessly.
“I think the [Search] product will evolve even more,” he said. “As you make it more easy for people to interact and ask follow-up questions, etc., I think we have an opportunity to drive further growth.”
Even with Google’s enthusiasm, previous attempts at implementing technology-driven Search features have been criticised. The rollout of AI-generated overviews resulted in several inaccuracies, with bizarre recommendations such as advising users to eat rocks and apply glue to pizza.
While the company acknowledged these shortcomings, it remains focused on enhancing Search through further experimentation.
