Google's AI Search Evolves: Visual Answers and Personalized Shopping

As of October 1st, 2025, Google has announced significant updates to its AI Mode in Search, introducing new visual search capabilities and enhanced shopping features. The search giant's AI Mode, which allows users to engage directly with a specialized version of Google's AI, now enables people to ask questions and receive images as answers.

This visual search functionality is rooted in Google Lens, the company's existing technology that lets users search for photos or similar items online using their phone cameras. With the latest update, users can now upload their own photos and search based on those images within the AI Mode.

In addition to the visual search enhancements, Google is also improving the shopping experience in AI Mode. Instead of having to sort through filters, shoppers can now use natural language queries, such as "barrel jeans that aren't too baggy" and "I want more ankle length," and the AI will provide a list of relevant retailer sites.

These AI-powered search updates are part of Google's broader strategy to stay competitive with ChatGPT, the popular AI chatbot developed by OpenAI. As people become more accustomed to searching based on intent and having AI synthesize information, the traditional keyword-based search is becoming less dominant. Google is leaning heavily on AI to maintain its position as a top player in the search market.

The integration of AI Overviews, which add AI-generated responses to the top of search results, has already started to push the classic "ten blue links" further down the page. This shift has raised concerns among some publishers, who believe their content is being captured and trained by Google's AI without their permission.