From New York magazine's Intelligencer, May 26:
By now, there’s a good chance you’ve encountered Google’s AI Overviews, possibly thousands of times. Appearing as blurbs at the top of search results, they attempt to settle your queries before you scroll — to offer answers, or relevant information, gleaned from websites that you no longer need to click on. The feature was officially rolled out at Google’s developer conference last year and had been in testing for quite some time before that; on the occasion of this year’s conference, the company characterized it as “one of the most successful launches in Search in the past decade,” a strangely narrow claim that is almost certainly true: Google put AI summaries on top of everything else, for everyone, as if to say, “Before you use our main product, see if this works instead.”
This year’s conference included another change to search, this one more profound but less aggressively deployed. “AI Mode,” which has similarly been in beta testing for a while, will appear as an option for all users. It’s not like AI Overviews; that is, it’s not an extra module taking up space on a familiar search-results page but rather a complete replacement for conventional search. It’s Google’s “most powerful AI search, with more advanced reasoning and multimodality, and the ability to go deeper through follow-up questions and helpful links to the web,” the company says, “breaking down your question into subtopics and issuing a multitude of queries simultaneously on your behalf.” It’s available to everyone. It’s a lot like using AI-first chatbots that have search functions, like those from OpenAI, Anthropic, and Perplexity, and Google says it’s destined for greater things than a small tab. “As we get feedback, we’ll graduate many features and capabilities from AI Mode right into the core Search experience,” the company says.
I’ve been testing AI Mode for a few months now, and in some ways it’s less radical than it sounds and (at first) feels. It resembles the initial demos of AI search tools, including those by Google, meaning it responds to many questions with clean, ad-free answers. Sometimes it answers in extended plain language, but it also makes a lot of lists and pulls in familiar little gridded modules — especially when you ask about things you can buy — resulting in a product that, despite its chatty interface, feels an awful lot like … search.
Again, now you can try it yourself, and your mileage may vary; it hasn’t drawn me away from Google proper for a lot of thoughtless rote tasks, but it’s competitive with ChatGPT for the expanding range of searchish tasks you might attempt with a chatbot.
From the very first use, however, AI Mode crystallized something about Google’s priorities and in particular its relationship to the web from which the company has drawn, and returned, many hundreds of billions of dollars of value. AI Overviews demoted links, quite literally pushing content from the web down on the page, and summarizing its contents for digestion without clicking:
Meanwhile, AI Mode all but buries them, not just summarizing their content for reading within Google’s product but inviting you to explore and expand on those summaries by asking more questions, rather than clicking out. In many cases, links are retained merely to provide backup and sourcing, included as footnotes and appendices rather than destinations:...
....MUCH MORE
