How Google will change in the near future

How Google will change in the near future

By Irene Horna , Head of Research & AI Ambassador ROI UP Group

Generative AI Answers: Google is integrating Gemini Generative AI to provide summary and complete answers directly on the results page, instead of just links to websites. This means you could get an answer to your question without having to click on any links. These are called Google AI Overviews. This feature has been available to over a billion people in more than 100 countries for some time now.

Google pledged that it would soon be available in the EU, most likely in a matter of weeks or months.

Gemini’s Google AI Results (Google AI Results Overviews) in Google USA.

Data source: Google USA – Date: 20-02-2025

Google converted a Giant MarketPlace

For certain product brand searches such as footwear, Google has integrated a bar on the left to search and filter products of that brand. For the moment only in Google USA.

Data source: Google USA – Date: February 21, 2025

If we select characteristics, it will offer us products that meet these filters.

Data source: Google USA – Date: February 21, 2025

In fact, it allows you to filter by store:

Data source: Google USA – Date: February 21, 2025

What is the impact of this new functionality?

From Google any user will be able to compare the same product in price, valuations, delivery dates, etc. By integrating the product data of the indexed websites, Google will become the largest Marketplace in the world.

What will companies have to do to try to show up?

Improve your SEO GEO to be as relevant as possible to Google for each type of product, brand and features.

What’s next?

Multimodal search: Google is working on multimodal search, which will allow you to combine different types of information (text, images, voice) into a single search for more accurate results. For example, you could take a picture of a food dish and then ask “how is this made, or what ingredients are in it” to get the recipe. Although right now you can use Google Lens, to get information from a photo, the idea is that you can ask whatever you want, not just Google Search results, as now, for having interpreted the content of an image.

Personalized answers: AI will be used to personalize search results based on your history, location and preferences, so that you get information that is more relevant to you, with different results if the same search were performed by someone else in the same language and location.