Google has recently announced updates to its search engine, integrating AI capabilities amidst heightened competition with OpenAI. The technology giant introduced new features from its AI model, Gemini, into its search platform in March 2025. Google claims these enhancements allow for more comprehensive and detailed responses to user inquiries, facilitating follow-up questions that previous search features did not support.
The updates include “AI Mode” and the addition of a search history feature to Google’s Gemini chatbot. The changes aim to enhance personalization and improve user engagement by providing more contextual and insightful responses. However, industry observers note that these features appear to bring Google’s offerings in line with functionalities that OpenAI’s ChatGPT has already been providing for several months.
Despite the enhancements, Google’s approach has been perceived as a catch-up strategy, rather than a pioneering innovation in AI-driven search technology. The updates are currently limited to paid accounts and available only through Search Labs’ experimental sandbox, with broader access expected to follow. This development underlines the challenges Google faces to maintain its leadership in the search domain as new players like OpenAI focus on rapid innovation without the constraints of legacy business models.
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