Google has unveiled a sweeping reimagining of its flagship search engine, introducing a powerful new AI-driven mode alongside a premium subscription plan, as it doubles down on generative artificial intelligence amid growing competition and legal scrutiny.
A “Total Reimagining” of Search
Speaking at the annual Google I/O developers’ conference in Mountain View, CEO Sundar Pichai declared the arrival of a new AI mode for Google Search — a tool designed to go well beyond the existing “AI Overviews.” The new feature enables users to ask longer, more complex questions and follow up with contextual prompts. Pichai described it as the result of “decades of research,” calling it a “total reimagining of search with more advanced reasoning.”
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According to Google’s head of search, Liz Reid, the mode taps into advanced multi-modal capabilities, allowing the AI to “search across the entire web, going way deeper than traditional search.” The rollout begins in the United States, with global expansion expected in stages.
Introducing the $250 Ultra Plan
In a bold move to monetize its most advanced AI tools, Google also announced a premium “AI Ultra Plan” priced at $249.99 per month. The subscription offers higher usage limits, ad-free YouTube, 30 terabytes of cloud storage, and early access to experimental features like:
- Project Mariner: A browser extension that automates tasks such as keystrokes and mouse clicks
- Deep Think: An advanced Gemini model designed to reason through more complex challenges
- Universal AI Agents: Tools integrated into Chrome and the Gemini app that can independently perform online tasks
The plan places Google in direct pricing competition with OpenAI and Anthropic, both of which offer enterprise-grade subscriptions around the $200 mark. Pichai emphasized cost-efficiency, claiming Alphabet is delivering top-tier AI “at the most effective price point.”
Declining Traffic
The announcements come at a turbulent time. Apple’s Eddy Cue recently testified during a federal antitrust trial that search traffic on Apple devices declined in April — the first drop in over 20 years. Cue attributed the fall to AI-driven alternatives like ChatGPT and Perplexity, triggering a $150 billion drop in Alphabet’s market value and fresh investor concerns.
The trial, which could result in a court-ordered divestiture of Google’s search operations, stems from a prior ruling that labeled Google’s search dominance an illegal monopoly.
Meanwhile, some analysts now forecast Google’s search market share could plunge below 50% within five years — down from about 90% — as user behavior shifts toward AI chatbots over traditional search.
Industry Backlash and Publisher Concerns
Google’s pivot to AI-generated results has also sparked alarm among publishers and content platforms such as Wikipedia. These stakeholders warn that replacing “blue link” results with direct AI summaries may devastate web traffic and ad revenue — the lifeblood of both Google’s business and online publishing ecosystems.
While Google maintains that AI could enable new ad formats and improve search quality, concerns remain about misinformation, monetization, and the broader societal impact of autonomous AI agents.
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Google’s AI vision extends far beyond search. At I/O, the company previewed new smart glasses using Android XR, featuring real-time language translation and contextual object recognition. Google is also partnering with Samsung, Warby Parker, and Gentle Monster to develop an XR headset launching later this year. Other highlights include Project Astra demos, AI-powered shopping tools, virtual try-ons, and the Veo 3 model for generating realistic video and audio content.