Google is doubling down on AI-powered search. During yesterday's earnings call, CEO Sundar Pichai outlined Google’s plans to transform Search into an AI-driven assistant, expanding beyond traditional query-based results.
The shift began with AI Overviews—Google’s attempt to synthesize information rather than simply providing links. Despite a rocky rollout, including widely publicized inaccuracies, Google is moving forward with deeper AI integration.
Pichai highlighted , DeepMind’s multimodal AI system that processes live video and provides real-time responses. He hinted that Astra could power future AR smart glasses, reinforcing Google’s broader AI ambitions.
Another key initiative is , an AI agent that generates long-form research reports—effectively automating tasks that traditionally required multiple searches.
Additionally, aims to interact with websites on behalf of users, potentially eliminating the need to visit them at all. Pichai also suggested making Search more conversational, enabling follow-ups and real-time interaction.
Will these AI-driven changes disrupt the digital ecosystem? It's clear that websites that rely on Google’s traffic will see reduced human traffic. It's also clear that advertisers will need to rethink their SEO and SEM strategies. Google is on a mission. Facing competition from practically every foundational model builder and hyperscaler, our friends in Mountain View have to aggressively evolve Search – failure is not an option.
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P.S. I'm proud to be partnering with the MMA to host and facilitate the CMO AI Transformation Summit (March 18, 2025 | NYC). This half-day invitation-only event is limited to select CMOs and will provide insights into the strategies, technologies, and leadership practices by peer CMOs who are driving successful AI transformations across the world’s best marketing organizations. .
Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named he covers tech and business for , is a regular commentator on CNN and writes a popular . He's a , and the creator of the popular, free online course, . Follow or visit .
