Google AI Expands to US, Enhancing Research and Comparison Shopping Features

Google announced at its annual developer conference, Google I/O 2025, that its experimental AI Mode for Search—enabling users to ask complex, multi-part questions through an AI interface—will launch for all U.S. users starting this week.

This feature enhances Google's existing AI-powered search experience, known as AI Overviews, which presents AI-generated summaries above traditional search results. Although AI Overviews launched last year, the tool faced mixed feedback after the AI sometimes provided unusual responses, such as suggesting using glue on pizza.

Nevertheless, Google reports that AI Overviews has been successful in terms of user adoption, with over 1.5 billion monthly users. It is now graduating from Labs and expanding to more than 200 countries and territories, with support for over 40 languages.

AI Mode allows users to pose complex questions and engage in follow-up conversations. Initially tested in Google’s Search Labs, the feature arrives as other AI firms, including Perplexity and OpenAI, encroach on Google’s territory with their own web search tools. AI Mode represents Google’s vision for the future of search as it seeks to defend its market position.

With the broader rollout of AI Mode, Google is promoting new capabilities like Deep Search. While AI Mode breaks down a user’s question into subtopics to deliver answers, Deep Search operates at a larger scale—issuing dozens or even hundreds of queries to compile a thorough response, complete with source links for further investigation.

According to Google, this process generates a fully cited research report in minutes, potentially saving users hours of independent research.

Google recommends using Deep Search for comparison shopping, whether for major home appliances or kid’s summer camps.

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Another AI shopping tool coming to AI Mode is a virtual “try it on” feature for clothing. Using an uploaded photo, it generates an image of you wearing the selected item. Google states the system accounts for 3D shapes, fabric types, and stretch, and it begins rolling out today in Search Labs.

In the coming months, Google will introduce a U.S. shopping tool that buys products automatically once they hit a target price. (Users must still click “buy for me” to activate the agent.)

Both AI Overviews and AI Mode now run on a custom version of Gemini 2.5, and AI Mode features will gradually be integrated into AI Overviews.

AI Mode will soon support complex data queries in sports and finance through Labs. Users will be able to ask detailed questions—such as comparing the Phillies and White Sox home game win percentages over the past five seasons. The AI will draw from various sources, consolidate the information, and create on-the-fly visualizations for clarity.

Another addition uses Project Mariner, Google’s web-interaction agent, to take actions for you. Initially available for restaurant bookings, events, and local services, AI Mode can research prices and availability across platforms, helping you find the best deals—like affordable concert tickets.

Search Live, launching later this summer, enables real-time questions based on your phone’s camera feed. This surpasses Google Lens by letting you interact conversationally with the AI using video and audio, similar to Google’s multimodal Project Astra.

Search results will also become more personalized based on your search history and connected Google Apps. For example, if you link your Gmail, Google can detect travel dates from confirmation emails and suggest events in your destination city during your stay. (Google emphasizes that users can connect or disconnect apps at any time, addressing potential privacy concerns.)

Gmail will be the first app to support personalized contextual results.