Has Google Search reached a new generation of Enriched User Experience?

Lia Bartley

Google Search stands at a critical point of transformation in terms of fitting into the AI (artificial intelligence) age.

Elizabeth Reid, VP and Head of Google Search, outlined these shifts in an interview at Google I/O 2025. She highlighted the way AI Overviews are revolutionising the search landscape and shaping user habits.

Reid mentioned that individuals are becoming increasingly reliant on AI-generated summaries so that they could quickly comprehend the essence of their queries, changing the manner in which they access search results. That is not just a matter of convenience but also impacts online commerce that is counting on search traffic.

Reid explained the new AI Mode to be implemented this week is aimed at enhancing the search experience by providing more accurate and comprehensive answers. The mode leverages advanced AI algorithms to better understand user intent and provide helpful information more effectively. The goal is to make search more intuitive and responsive to evolving users’ needs.

The integration of AI into Google Search will revolutionise the manner in which individuals access information. Reid clarified that this is just the beginning of a grander transformation, whereby AI plays a greater role in search technology. As Google evolves, the focus will be to enhance the search experience not only to be faster and more accurate but interactive and personalised too.

Cumulatively, the roll out of AI Overviews and the new AI Mode represent a major step for Google Search, one that promises to rethink the way in which individuals find and interact with information on the internet.

Here at Engage Web, we keep up with the latest in search so we can adapt how we serve our clients. If you’re interested in working with a digital marketing agency that makes it their business to grow YOUR business, get in touch.

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Lia Bartley

Content Editor at Engage Web

With years of experience in the financial sector, Lia has swapped the world of mis-sold PPI in exchange for life as an eagle-eyed editor at Engage Web, ensuring our wonderful clients have equally wonderful content on their websites.

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