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Carolina Milanesi, an independent technology analyst, said Google is trying to make its cash cow business — search — 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 — perhaps even those they have requested — 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 “AI Mode,” the company will now power the whole search bar through its new Gemini 3.5 Flash model.  Instead of the classic list of blue links, Google Search will now also generate a custom page with an AI-generated summary of what you’re searching about, which will then trigger a conversation with AI Mode on the main page, allowing users to ask follow-up questions—similar 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:

Ownership meant a physical copy. Now you own nothing and can't find what you want across multiple streaming platforms.

Intellectual property laws used to mean something when it targeted the consumer.