Google to make online search, shopping more conversational with AI
What's the story
Google is planning to significantly change the way we search and shop online by 2026. The company has announced that future searches will be more conversational, with AI-powered answers and new ad formats integrated into results. In a recent letter, Vidhya Srinivasan, Google's VP and GM of Ads and Commerce, explained that people are no longer using search the traditional way.
Evolution
Shifting from keywords to conversations
Srinivasan noted that instead of entering short keywords, many users are now asking full questions, uploading photos, and engaging in back-and-forth conversations with AI tools. This evolution is making search more interactive. It can now provide detailed answers, suggestions, and comparisons within a single response. For consumers, this could make searching feel more like talking to an assistant than browsing websites one by one.
Advertising innovation
Ads in AI mode
Srinivasan revealed that Google is testing new types of ads in what it calls AI Mode. In this mode, ads will be integrated into the conversation and clearly marked as sponsored. For instance, if a user asks about the best shoes for running, search may first show helpful recommendations followed by sponsored listings from retailers selling those shoes. The goal is to simplify comparisons and purchasing without starting a new search.
Promotional strategy
Direct offers for instant deals
Google is also testing a feature called Direct Offers, which would let brands display special deals to shoppers who appear ready to buy. These offers could be discounts, loyalty rewards, or product bundles. Srinivasan clarified that this wouldn't change regular prices for everyone but would simply highlight offers at the right time. The company is also testing similar features in travel-related searches where users often compare flights and hotels before booking.
Future outlook
The future of search
The biggest change for consumers in 2026 could be the seamlessness of the experience. Much of the research, comparison, and even buying decisions could happen within one ongoing conversation. Instead of clicking through several websites, users may get most of what they need in a single place. Ads will still be part of search but will look different, integrated into the experience rather than placed separately on the page and clearly labeled.