Google is overhauling its core search experience by fusing generative AI with traditional results and upgrading the one-line query box to accept longer, natural-language prompts and multimedia inputs. The company is also introducing agent-like features that can monitor prices, scan for events, and alert users over time—capabilities that could sharpen ad targeting as queries reveal clearer intent. The shift raises concerns among publishers and advertisers about “zero-click” outcomes, reduced transparency over sources, and AI errors that could erode trust. Google says users prefer concise AI summaries paired with links, but critics warn the system further obscures how results are selected. The rollout in the U.S. will test whether AI-first search can boost utility without undermining the web’s referral economy.
Related article:
