Why does the AI ​​not kill the almighty Google search engine, but it makes it stronger

Google likes to think about its ubiquitous and almighty search engine as a reflection of absolutely insatiable curiosity of the human race. The Internet giant search engine channels, after all, more than 5 billion searches every year. And 15% of the searches that take place there are completely new (symptoms again that human curiosity is alien to the limits). Google and their famous search engine have been defining for more than two decades the searches that take place in the heat of the network of networks. However, the frank entry into the scene of the AI ​​changes everythingbut not necessarily for evil, as the most bold voices venture. The AI ​​only vitamin the Google search engine and make it more useful for both users and advertisers. This was assured yesterday at the online festival Marketing Rockstars (OMR) Debbie WeinsteinPresident of Google in the EMEA region.

In Weinstein’s opinion, The AI ​​that is currently on everyone’s lips is not just a tool, it is above all and first and foremost a paradigm shift. «The transition to a universe governed by the Internet and the subsequent transition to the smartphone were very important. But AI implies a much greater change. And it changes it, in fact, everything, ”said Weinstein.

According to Weinstein, Google wants to rely on AI to organize the information flow (increasingly caudaloso) and simultaneously generate economic and social benefits.

As an example of the profitable and beneficial way that Google is using the AI ​​cited three tools born from the company’s belly: AlphaFoldwhich is prodigiously accelerating the development of medications (and is unable to be the first system of award with a Nobel Prize); Fishingan application that relies on AI to detect and monitor forest fires in real time; and Notebook 11which helps the user to analyze, structure and properly understand the content housed in a document.

“To understand how the current consumer thinks and acts, it is impossible to ignore the AI”

Heto which so much relevance grants Google, It also opens up in its celebrated search engine through the function “Ai Overview”recently released in Spain, which generates direct and concise responses to consultations raised by the user through the search engine. This tool, which promises to change the way we use the Google search engine, already use 1.5 billion users each month, Weinstein said.

“Ai overView” is the proof that the way people seek information on the network of networks is changing as meteorically as irreversible. And tools such as “ai overView”, “Google Lens”, “Gemini Live” and “Circle to Search” are specifically designed to perform much more visual and aligned searches with the context. Together with “AI Overview”, the “Circle To Search” tool is also winning, which is connecting very well with the youngest. During the first quarter of 2025 the use of this tool shot at approximately 40%, Weinstein said.

In the course of his presentation at Omr Weinstein, he broke off not only Google’s advantages for users but also for advertisers, to whom the company provides new tools such as “Broad Match” and “Value-Based Bidding” to light much more effective campaigns.

«The digital universe is today more complex than ever. Users move on horseback between 130 ‘touchpoints’ every day and make 35,000 different decisions. There are no two ‘customer journeys’ equal, “he said. “And for advertisers this new context, oblivious to every sense of predictability, means that the eternally changing dynamics of the consumer can no longer be managed without the help of AI,” said Google president in the EMEA region.

In this sense, “To understand how the current consumer thinks and acts, it is impossible to ignore the AI”Weinstein stressed, who also wanted to highlight in his speech at OMR that search engines continue to have a very relief role in decision making by the consumer (even though the initial purchase impulse is generated in social networks). According to Google, 63% of consumers are open to be confronted with new brands, but they also want to consult information about them, compare prices and read reviews. And for this task the search engines are irreplaceable. “79% of young people assigned to generation Z rely on Google to make purchases, either to search for information, to assess the purchase or to make the final transaction,” said Weinstein.