If you’ve noticed yourself snapping more photos of things you want to learn about or asking Google more complex, conversational questions, you’re not alone. Google recently revealed a massive 65% year-over-year growth in visual searches, a clear sign that artificial intelligence is reshaping the way billions of us find information online.
According to insights from Robby Stein, Google’s VP of Product for AI Search, this isn’t just a tweak to old search habits—it’s a fundamental shift. Search is no longer just about typing keywords and clicking links. Instead, users are embracing multimodal queries that combine camera snaps, voice commands, and text in more natural, fluid ways.
“People are using their camera, they’re using onscreen context. You take a screenshot or circle something on your screen and get instant AI responses.”
A new era of multimodal, conversational search
Since launching AI Mode in March 2025, Google has introduced a search experience that feels more like chatting with a knowledgeable friend than entering keywords into a box. AI Mode supports searches that are 2-3 times longer than traditional queries and allows follow-up questions within the same conversation. This means if you start by asking about a concert venue, you might quickly drill down into parking, accessibility, or nearby eateries—all without repeating yourself.
What makes this possible is a technique called “query fan-out,” where a single complex question is broken down into many smaller, simultaneous searches behind the scenes. Google then synthesizes these results into a comprehensive answer. In essence, the search engine is moving from ranking individual web pages toward creating more holistic, AI-powered summaries tailored to your exact needs.
Visual search isn’t just cool tech; it’s driving real change
The surge in visual search is just as fascinating. Features like the “Circle to Search” on over 300 million Android devices let you highlight any object on your screen and instantly get detailed AI-driven information about it. This convenience appeals especially to younger users who seamlessly switch between photo, voice, and text inputs depending on the context.
Visual search has clear favorites, too. Shopping queries where users snap pictures of celebrity outfits or products to “shop the look” have exploded. Similarly, students take photos of tricky homework problems—particularly in math and science—to get step-by-step assistance. This goes beyond simple object recognition; it’s AI helping solve problems in real time.
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Industry impact: More answers, fewer clicks
But all these advancements come with big questions. Research shared by PPC Land highlights that Google’s AI-generated summaries, known as AI Overviews, reduce organic click-through rates by around 34.5%. That means fewer people are clicking through to publishers’ websites because they’re getting direct answers right on the search page.
This shift has stirred controversy among content creators and marketers worried about declining traffic and revenue. Yet Google insists the clicks they do generate are higher quality, with users spending more time engaging deeply with content once they arrive.
Further complicating matters, Google is starting to weave advertising directly into these AI summaries and conversational AI Mode results, signaling a new monetization era that blends AI convenience with marketing opportunities. Additionally, analytics tools like Search Console have adapted to track these AI-driven interactions, though reporting remains a bit of a work in progress.
Looking ahead: Search that talks back
What’s especially exciting is how Google envisions the future of search as an even more natural, conversational experience. Imagine starting a dialogue with Google during your car ride or while on a walk, with the AI remembering context and evolving alongside your needs. Robby Stein calls this “a unique moment in time” where AI capabilities let services do so much more for people.
Whether it’s searching by speech, photo, or typed questions, Google’s multimodal, AI-powered search is setting a new standard. For content creators, this means adapting strategies to be visible not only in traditional search rankings but as part of AI-generated answers. For users, it’s the promise of richer, more intuitive information discovery—right at your fingertips, camera, or voice command.
AI adoption is fundamentally changing user expectations — from quick links to detailed, personalized answers.
Key takeaways to keep in mind
- Visual search is exploding: A 65% year-over-year increase shows people love interacting with search via images.
- Multimodal, conversational AI is the future: Users ask longer, more complex questions mixing voice, text, and visuals seamlessly.
- The web ecosystem is shifting: Fewer clicks to websites mean content creators must optimize for inclusion in AI summaries, not just organic ranking.
- Advertising is evolving: Google is embedding ads within AI-powered responses, signaling new ways to monetize search traffic.
- Analytics adaptation is crucial: Understanding AI-driven engagement requires new metrics and strategies.
Wrapping up
Google’s 65% surge in visual search and the growing embrace of AI Mode highlight an undeniable transformation in how we find information. For billions of users worldwide, search is becoming more natural, visual, and conversational than ever before. This evolution pushes the entire digital ecosystem to rethink how content is created, presented, and monetized.
We’re in the midst of a shift that’s not just improving convenience but fundamentally changing our relationship with information. Watching this story unfold promises to be fascinating—and it’s clear AI will be the engine driving search’s next chapter.
