Google Artificial Intelligence in 2025- How is Google search is changing

 

Artificial intelligence

Date: 06/06/25

Google is now utilising artificial intelligence (A.I) to enhance search results.

You may have read various articles related to Google Mariner and also Google’s projects Astra, which are changing the services Google is offering. One thing is for sure, now in 2025 there some exciting and large changes happing over at Google. As always, here is Ryan C Walsh.

We will keep you updated on the latest innovations and changes that are helping to transform search engine optimisation.

Table of contents:

  • What are Google AI overviews?
  • What is the Artificial Intelligence mode in Google Seach?
  • How businesses can benefit from Google AI Overview Adds
  • What is Google’s Astra?
  • What is Google’s Project Mariner?
  • Have there been any other significant Google search updates been made that businesses should be aware of?
  • How artificial intelligence is changing search engine optimisation

 

2025 Google AI Overviews

Who is Sundar Pichai?

Sundar Pichai has made a significant contribution to how Google’s search engines work —the immersive Google AI overviews, which have dramatically increased in scope, in terms of how many SERP’s now present an AI answer has increased in recent months.
This means we should aim to offer the best possible answer to any potential.

 

Who is Phillipp Schindler?

Phillipp Schindler also made a considerable contribution to artificial intelligence and improving how AI is being integrated into Google’s search results. It’s now thought that Google have integrated Google Gemini into the Google AI, with the results being now made more relevant.

Have you used Google Gemini?

It’s fantastic; the huge leap forwards in terms helping shoppers ask and find much more relevant answers to queries.. For example, if you were to photograph a specific type of designer chair, Google Gemini can tell you what chair it is, whos it made by!
Massively impressive.

 

Introducing AI Mode

What exactly is Google A.I mode?

Can you create a picture that shows or ask the question, What is Google’s AI mode?

Google AI mode is perhaps the most substantial change to have occurred in Google’s search results in a very long time.

For example, I am a highly experienced SEO consultant with over 11 years of experience. During that time, I have never seen such an update made to Google’s search results that changes so much, so drastically how the SERP’s appear.

Currently, you have to opt into the program by Google Labs; however, in America, it’s now actually part of Google Search. This will be powered again by Google Gemini,

 

Fan out searches

Something that SEO agencies globally will be discussing more and more is the Google AI mode, which enables presenting fan out results.
This is relatively new to us here at RCW, and our SCO consultants had to get their heads around it.

Basically, fan out searches are like having a friend guide the buying process, for example, if you’re searching for an item, say a new garden fence. You can simply keep asking futher, questions, to further refine the orginal question, just as the salesperson stood directly in front of you.

 

Google AI mode is massively impressive.

These are called fan out searches?

Fan out searches allows a shopper to ask supplementary questions, and Google’s AI is then doing all the legwork for you, reviewing multiple sources, then condensing and offering a synthesised answer. Like having a sales assistant who is stood buy you throughout the buying process, knows everything about every single product and service out there. Therefore instantly you can ask supplementary questions.

This is likely to have a profound effect on how shoppers shop. Not only do you shop for a specific item, but you also refine your search, which further refines the results to answer the question allowing to find the exact produce you want.

 

Advanced reasoning capabilities

Regarding “Google’s Smarter Overviews”, although it has also been much more recent development, it has been integrated by Google in 2025. It utilises artificial intelligence answers; this AI model offers the most intelligent and sophisticated answers available, by using advanced reasoning to answer the query.

The advanced reasoning capabilities are massively impressive, and just as you might have seen with ChatGPT it actually shows advanced reasoning capability. Now with Google’s Smarter Overviews, this is Google’s ability to do the same thing.

Realising the strong progression of the large language models. Not only that but Google can use Google Knowledge Vault, as a source of knowledge and can answer any questions now using AI.

This means that instead of just reciting lines of text, through a large language model, the output has changed massively, and artificial intelligence has shown the ability to reason.

This reasoning, along with some abilities to think, allows the answers to be much more intricate. Remember the days when SEO agencies would blow away the competition with impressive Hummingbird updates?

Well, this is a step forward in finding more precise answers to by using Google Knowledge Vault and AI.

 

Google’s Knowledge Graph.

Google has been using Google Knowledge Graph for a long time, basically allows Google to understand the semantic web.
The semantic web works by understanding entities, an entity can be a businesses, and places or say a celebrity.
It’s now thought that Google AI mode can use real-time information from Google’s Knowledge Panel to present an answer to the question.

How the ads will work in Google AI Overviews?

Adds are first rolled out first in the United States, advertising to mobile users using Google AI overviews, which happened way back in 2024, in October 2024 to be precise.

 

What is a circle to search?

You can use Google’s circle to search for capability to easily find products

Circle search is a relatively new feature that is powered by artificial intelligence.

Essentially, it enables the shopper to highlight a section and to then perform a reverse search, allowing them to ask a question.

Imagine a shopper in on a social media platform, uses Google circle to search for such as a task with a specific product- such as where they can buy a handbag that they have just seen on an Instragram post.

This has a massive impact that changes how people search for products.

 

What is Google’s Project Astra?

Can you create a picture that says what Google’s project Astra is?

Google’s Project Astra is, in our opinion, a glimpse into the future.

Shoppers can wear virtual reality (VR) headsets as they ask questions and gather detailed information about products that are right in front of them. Imagine the implications this has on say selling cars? .

A shopper can use Google Astra, walking into a salesroom such as a car sales, and pop on their XR handsets. You can then start learning more about that product in front of you, and asking questions about the product.

Who knows perhaps the headset will have more knowledge about the product than the actual salesperson?

 

What exactly is Google’s Project Mariner?

Can you create a picture that says Google’s Mariner project,

Quite simply, Google’s project, Mariner, is again the future search.

Google Mariner can take over and manage performing tasks in your web browser on your behalf. You can use your Mariner to, for example, fill out forms, write comments, or browse the Internet.

For example, you could use Google Mariner to give instructions for filling out a job application, so?

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