There is a straightforward explanation for why Google is implementing broad modifications to its well-known, long-standing search engine: users are posing intricate queries.
"People are posing more extended and complex questions that no longer have a straightforward answer available on the internet," stated Robby Stein, vice president of product for Google Search.
Stein discussed a new feature that allows Google to create personalized images, interactive charts, and evensmall applications operating on Google's search interfaceIn reply to questions by combining information from various websites online. It is one of several updates the major internet company revealed at its annual meeting this week.
The most significant online property is changing to match the new methods individuals use to discover information, showcasing the latest instance of how artificial intelligence is transforming the internet in areas such as search engines, social networks, and e-commerce.
According to Google, individuals are beginning to employ longer and more precise search phrases rather than brief, general keywords, with experts noting that they are also starting their searches within applications such as ChatGPT. Artificially created, AI-generated influencers are generating attention on social media platforms. Additionally, more people are utilizing AI to evaluate and purchase products.
It's becoming increasingly difficult to escape the internet without coming across AI, even as concerns about the technology's effects on employment, security, and the environment continue to rise.
"Eventually, it simply becomes a natural part of how you live," noted Joseph Turow, a media professor at the University of Pennsylvania, who is about to publish a book on AI's influence on online advertising.
ChatGPT has influenced how people conduct searches
Google states that its search box is undergoing its most significant update in 25 years. The updated search bar expands to accommodate more text and simplifies the process of incorporating additional media into a search—such as images, documents, and Chrome browser tabs.
The objective is to reduce the number of steps a user must take to perform a search, as stated by Stein. This involves actions such as conducting a search using an image or transitioning to Google's AI Mode prior to asking a subsequent question.
Searches which include questions based on taking a photo or highlighting something on a phone screen are increasing by 60% annually, he mentioned.
Searches conducted in AI Mode, or the version of Google designed for interactive conversations, have increased by more than double each quarter since its launch a year ago, with AI Mode queries being three times longer on average compared to standard searches.
According to data from the SEO and marketing company Semrush, certain individuals are beginning to use Google in a manner similar to how they interact with ChatGPT. The number of searches with 11 words or more rose from 3.27% to 5.37%, and conversational queries went up from 5% to 20%, while traditional keyword-based searches declined. However, the average search still consists of only three words, indicating that the majority of users continue to search in a conventional way.
Robert Langenback, the head of SEO marketing firm Eight Oh Two Marketing, noted that he has seen an increase in search queries containing three to five or five to 10 words, rather than the usual two to three words. This trend began prior to the release of ChatGPT in late 2022, but has grown considerably since then.
"AI has truly almost taught people to search in a different way," he said.
Many individuals combine the use of AI applications such as ChatGPT and Google. Over 20% of the referral traffic from ChatGPT is directed towards Google.Semrush foundAfter examining 1 billion lines of U.S. clickstream data, or "trails" of user activity across the internet, Google is commonly utilized for direct inquiries or transactions, whereas ChatGPT is employed for summarizing content, conducting comparisons, and preparing documents, according to Semrush in an email to .
"There's a lot of, 'I'm trying to find something and help me get to it right away,' which makes up the majority of searches that have been sent to Google over time," said Leigh McKenzie, director of organic visibility at Semrush.
The emergence of AI-driven social media personalities The growth of artificial intelligence celebrities The increasing presence of AI-based influencers The development of AI-powered digital personas The popularity of AI-generated online figures
The influence of AI goes well beyond search. Consider Aitana Lopez's Instagram profile.
Online, she appears just like any other social media influencer, with photos depicting her at glamorous events, working out, and offering beauty advice to almost 400,000 followers.
But she isn't real. Lopez is one of the most well-known AI-created characters to gain popularity online, along withLil’ Miquela, Lu do Magalu and Granny Spills.
Around 80% of marketers have raised their investment in creator content that incorporates generative AI over the past year, as reported by a social agency.Billion Dollar Boy. There are even awards celebratingTop AI-created online personas.
According to Turow, AI personas are attractive to companies because they are generally less expensive than well-known human influencers and can be adapted to suit particular marketing efforts.
Major technology companies are aiming to increase the role of AI in social media platforms. Meta is incorporating its Muse Spark model into applications such as WhatsApp, Instagram, and Facebook, and is experimenting with side chats featuring its AI assistant within group discussions. On Tuesday, Google revealed Gemini Omni, a new artificial intelligence model that allows users to create realistic digital representations of themselves.
The competition to control e-commerce
Traffic to U.S. retail websites from AI services increased by 393% compared to the same period in 2025, as reported byAdobe,With Meta, Amazon, Google, and OpenAI each launching AI-based shopping solutions.
This week, Google launched a new "universal" shopping cart that enables users to add products from various online retailers. Amazon has integrated its Rufus shopping assistant into a new feature named Alexa for Shopping, which embeds the AI assistant within the online retailer's search bar, allowing customers to request product comparisons and pricing history, among other functions.
But although AI now directly responds to shoppers' queries at the top of Google, Stein mentions that there is still a need for high-quality websites developed and managed by people. Google states that it continues to direct billions of clicks to websites each day, althoughPew ResearchA study from last year revealed that Google users are less inclined to click on links while viewing an AI-generated summary.
Langenback notes that although his clients are experiencing reduced traffic, the traffic they are receiving is resulting in greater interaction — making a purchase, scheduling an appointment, or asking for a quote. "You simply need to be prepared to adjust, as (search) might appear quite different in six months or a year," he mentioned.
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