Google began integrating AI into search in 2024, but its recent rollout of AI Mode marks a significant shift one that could redefine how we interact with the web. Gone are the days of simple “10 blue links.” Instead, AI Mode leverages a custom Gemini large language model (LLM) to deliver dynamic, context-aware responses. And now, it’s getting even smarter with multimodal capabilities, allowing users to search using images alongside text.
How AI Mode Works
With the latest update, AI Mode’s search bar includes a new option to upload or snap a photo. The Gemini model processes the image, aided by Google Lens, which identifies specific objects to refine queries. This “fan-out technique” enables the AI to break down complex inputs into multiple sub-queries for deeper insights.
For example, if a user snaps a photo of books and asks for similar titles, Lens pinpoints each book, allowing Gemini to tailor recommendations even adapting to follow-up questions.
Why Google Is Betting on AI Mode
Google sees AI Mode as critical to maintaining its dominance as the web’s go-to search tool. Early data suggests users are embracing it: searches in AI Mode contain twice as much text as traditional queries, hinting at users’ willingness to engage in more conversational, detailed interactions.
But there’s a catch you might not have access yet. Initially limited to Google One AI Premium subscribers (and hidden behind a Labs toggle), Google is now expanding AI Mode to millions of U.S. Labs users, even those not paying for AI features. While it remains opt-in for now, the company’s gradual rollout suggests a future where AI Mode could become the default search experience.