Google is expanding its artificial intelligence-powered search experience, AI Mode, by adding visual results, the company announced on Tuesday.
The feature, launched in the U.S. in May as a text-first tool that answered queries in natural language, will now generate images for users seeking inspiration or shopping help — a shift that underscores how search is evolving in the age of generative AI.
Robby Stein, vice president of product management at Google Search, said the update unlocks new possibilities for how users engage with AI Mode.
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“Sometimes what you’re looking for really just can’t be articulated with text,” Stein told reporters during a briefing. “If you ask about shopping for shoes, it’ll describe shoes when really people want visual inspiration, they want the ability to see what the model might be seeing.”
For instance, a user searching “Show me a maximalist inspo for my bedroom” will now receive a series of AI-generated images. These results can then be refined with follow-ups such as “Show me more with bolder prints and dark tones.”
The same logic applies to shopping. A query like “Barrel jeans that aren’t too baggy” would produce shoppable images, each linked directly to retailer websites.
The new feature draws on multiple Google technologies, including the Gemini 2.5 AI model, Google Search, Lens, and Image Search. Google aims to create a multimodal experience that goes beyond the limitations of text by combining these.
“This is really, we think, a breakthrough in what’s possible,” Stein said.
Market Context and Investors Sentiment
The rollout comes as Google faces growing competitive pressure from Microsoft’s Bing, which is infused with OpenAI’s technology, and AI-native startups that are reimagining online discovery. Google is attempting to lock in users who might otherwise turn to rivals by making search more visual, interactive, and transactional.
For investors, the financial-market angle has an underpin. Visual shopping features not only deepen user engagement but also pave the way for new monetization channels, particularly through advertising and retail partnerships. Analysts say the move could shift consumer behavior from traditional search queries toward direct commerce funnels, potentially increasing Google’s share of e-commerce-driven ad spending — an area where Amazon and TikTok have been eating into Google’s dominance.
But Google’s AI strategy has drawn criticism from many quarters. The company’s AI Overview, which automatically generates summaries at the top of search results, has drawn backlash from publishers and content creators who argue that it undercuts traffic to their sites. Critics say this risks alienating an ecosystem that has long relied on Google referrals for visibility and revenue.
That criticism creates a behavioral challenge in the market. Advertisers may welcome AI Mode’s direct purchase links, but publishers and online businesses share a concern that traffic may continue to erode, broadening questions about the sustainability of Google’s AI-driven search strategy.
However, many believe that Google’s visual expansion highlights how users are being trained to expect multimodal, curated answers instead of static blue links. This means faster discovery and more immersive shopping for consumers, and a balancing act for Google. The company is seen as tapping into new revenue streams and protecting market share, while navigating the backlash that comes with altering the fundamental economics of the web.
As the rollout unfolds, the key question will be whether these AI-driven innovations can strengthen Google’s financial moat without deepening conflicts with publishers and content creators.