The traditional list of blue links is fading as Google begins reshaping search into a conversational experience. At I/O 2025, the company unveiled AI Mode—an evolution of Search and Gemini that mimics tools like Perplexity, but with Google’s own massive ecosystem behind it. This shift doesn’t just add AI summaries—it redefines how we interact with the world’s most used search engine.
AI Mode turns Google into a conversational partner
With AI Mode now available in the U.S. through the Gemini app, every query triggers a response crafted by a large language model, complete with sources—though these are less visible than in Perplexity. The experience is immersive: users don’t leave the page, and can continue asking follow-ups as if chatting with an expert. This design keeps users within Google’s ecosystem longer, favoring retention over redirection.
A powerful assistant or a closed ecosystem?
The transition raises concerns. While Google integrates LLMs, browsing, and assistance in one place, it also distances users from traditional web links. This could reduce visibility for independent creators and publishers, as attribution fades into the background. AI Mode’s conversational flow means fewer clicks on original sources, shifting power from web authors to algorithmic summaries.
Google is catching up—fast
Although Google was slower to move than competitors like OpenAI or Perplexity, its scale and infrastructure give it a unique edge. With Search at the center of its ecosystem, this transformation may redefine digital discovery for millions of users, balancing innovation with the risk of content centralization.