Google is testing a new feature called “AI Mode,” positioned just beneath its search bar, next to the “Google Search” button. This new addition replaces the familiar “I’m Feeling Lucky” widget and marks a notable change in the layout of Google’s search page, a place where the company rarely experiments with new designs. The AI Mode feature is being tested with a limited group of users, with the company rolling it out gradually over the past week. A Google spokesperson confirmed the ongoing experiment but noted that products tested in its “Labs” unit do not always lead to broad launches.
The change reflects Google’s ongoing efforts to integrate artificial intelligence into its search engine, as the company faces increasing pressure to compete with newer generative AI-driven search options. Since the release of OpenAI’s ChatGPT in late 2022, concerns have mounted within Alphabet that OpenAI could capture a significant share of the search market. OpenAI’s products, particularly ChatGPT, provide users with alternative ways of obtaining information, which has driven some concern in the industry. This competitive pressure was heightened by the launch of OpenAI’s “ChatGPT search” in October, which positioned the company as a direct competitor to search engines like Google and Microsoft’s Bing. Microsoft’s investment in OpenAI, amounting to nearly $14 billion, has only intensified the rivalry, as OpenAI’s offerings directly challenge Microsoft’s own search and AI tools, such as Copilot and Bing.
Google’s AI product, Gemini, has shown competitive results against rivals, yet it still trails ChatGPT in terms of user engagement. According to recent Google analysis shared in an antitrust court session, Gemini has about 35 million daily active users, while ChatGPT boasts an estimated 160 million. This has spurred Google to continue refining its AI technologies, with the company exploring ways to enhance its user base and improve its generative AI capabilities.
Google first began testing variations of its home page design in 2023, including one version that featured multiple prompts for potential queries beneath the search bar. The company has since expanded its AI-focused tests, including AI Mode, to explore advanced reasoning, thinking, and multimodal capabilities that aim to help users tackle complex questions. Additionally, Google recently launched an “AI Futures Fund” to invest in AI startups, offering them early access to its models. This investment reflects Google’s commitment to driving innovation and staying competitive in the fast-evolving AI landscape.
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