Here is an article from NPR about it (May 22, 2026):
Carolina Milanesi, an independent technology analyst, said Google is trying to make its cash cow business β search β richer and more personalized, and it will make shopping easier. But there is a risk that users may have fewer choices about what to click.
"Right now it's: I ask a question, I get a bunch of answers and I feel that I'm in control as to which answer I take, or if I'm looking for something, which product I'm going to end up buying. That is going to be less so going forward," she said.
Milanesi envisions AI-enabled search and agents proposing products to consumers β perhaps even those they have requested β but with less clarity or choice around where it's coming from.
"If you're going to say: 'I want a pair of Jordans, go find them,' you're not necessarily sure what steps have been taken and whether the AI has used a source or a store that was paid for and therefore came up in the search results," she said, "or if AI actually went and did their due diligence and picked the best for me as a customer."
And here's one from Time magazine (May 20, 2026):
While Google already has βAI Mode,β the company will now power the whole search bar through its new Gemini 3.5 Flash model.Β
Instead of the classic list of blue links, Google Search will now also generate a custom page with an AI-generated summary of what youβre searching about, which will then trigger a conversation with AI Mode on the main page, allowing users to ask follow-up questionsβsimilar to the kind of layout you would see when opening ChatGPT.
And a little more from Time's article on how this may affect the websites that we are trying to search for:
When Google first started implementing AI-assisted results, news publishers warned of βcatastrophicβ impacts on the industry, much of which relies on Google search to drive users to their websites.Β
Last year, news websites saw significant traffic declines as chatbots increasingly replaced Google search as the primary way to find sites and ask questions.Β
Small businesses also noted drops in traffic to their sites from Google, which has traditionally delivered customers.Β Β
Lily Ray, vice president of SEO strategy & research at Amsive, a digital marketing agency, warned as early as last year that Googleβs planned changes to search are βgoing to have a devastating impact on the Internet.βΒ
βIt will severely cut into the main source of revenue for most publishers and it will disincentivize content creators who rely on organic search traffic, which is millions of websites, maybe more,β she told Technology Magazine.Β Β
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