In 2025, Google will undergo deep changes, according to its CEO Sundar Pichai. Between artificial intelligence, new features and a shifting ecosystem, we explain what awaits users of the leading search engine.
Key takeaways:
- The Google search engine will become more powerful and able to answer increasingly complex questions.
- AI, particularly models like BERT and MUM, will continue to transform how search results are presented in 2025.
- Content creators may need to rethink their strategy, especially given AI's impact on monetization and the valuation of content.
- Google will become essential for sorting, organizing, and verifying information in a world saturated with AI-generated content.
A radical change in search
Google is expected to undergo a major transformation starting in 2025. According to Sundar Pichai, CEO of Alphabet, Google's parent company, search will become even more powerful, able to answer more complex questions than ever thanks to artificial intelligence. Pichai stated:
“Search itself will continue to change profoundly in [2025]. I think we will be able to answer more complex questions than ever. I think you will be surprised, as early as the start of [2025], by the new things search will be able to accomplish compared to today.”
The use of AI, already well advanced with technologies like BERT and MUM, will continue to evolve to deliver more precise and personalized results. Sundar Pichai mentioned the integration of artificial intelligence into search models:
“The shortcomings in search quality were all based on transformers. Internally, we call them BERT and MUM, and we made search multimodal, thereby improving search quality. We improved language understanding in search.”
The multimodal search models that integrate text, images and other formats, should become the norm. Pichai explained that users would be surprised by the new capabilities of search as early as the start of 2025, suggesting that innovative features will appear very quickly.
Artificial intelligence, the engine of change
AI has already made significant advances at Google, particularly with systems like BERT, MUM and the Gemini model. These technologies, which use neural networks and advanced algorithms, allow for better natural language understanding, making search smarter.
According to Pichai, AI has been applied particularly aggressively in the field of search to fill quality gaps, notably in terms of language understanding and result relevance:
“If you look at the past few years, we have, with AI Overviews, Gemini used by more than a billion users, only in Search. I think this is just the beginning.”
Pichai believes Google has only just begun applying AI to its search services. While many worry about AI Overviews in the SERPs, we should therefore expect even more AI in 2025.
A shifting ecosystem: the impact on content creators
During his interview, Pichai was also asked about the impact of new technologies on content creators. He defended Google's position by emphasizing that the company places a great importance on the impact of its tools on the ecosystem, in particular with regard to publishers and content creators.
However, he struggled to respond directly to concerns that Google makes wide use of content created by others without necessarily compensating the original authors.
The question was raised by journalist Andrew Ross Sorkin, who noted that, although Google gives credit to content creators via YouTube, it is less transparent about how it values information from other sources, such as websites.
Pichai mentioned Google's efforts to provide some form of compensation through its Content ID program on YouTube, but he acknowledged thatthere are still unresolved questions regarding the remuneration of content creators outside its platforms.
"We spend a lot of time thinking about the traffic we send to the ecosystem. Even during the transition over the past few years. It's an important priority for us."
The era of AI-generated information and its impact on search
One of the major questions for Google's future is thehuge quantities of AI-generated content that now flood the Internet. Pichai emphasized that in a world where content becomes increasingly inauthentic, search plays a leading role in enabling users to find reliable and relevant information.
He said that search will become even more valuable as the web fills with AI-generated content and sources that are increasingly less reliable:
"In a world where you're inundated with content, you look to find trustworthy content—content that makes sense to you, reliably, and that you can use. I think that becomes even more valuable."
In this context, Google could well become the main tool to sort, organize and verify information. SEO is not dead! 
Pichai insisted that search was not simply a tool for finding answers but a mechanism for extracting quality information from within an increasingly large volume.
The economics of search: toward an uncertain future
The question of monetizing search in a world saturated with AI-generated content also remains unresolved. Pichai mentioned a future in which new economic models could emerge, notably through content licensing and direct compensation for creators.
Although Google has already begun licensing data from platforms like Reddit, it has not provided details about introducing direct payments to creators whose content is used to train AI models.
Pichai nevertheless hinted that such models could be considered in the future, with the possibility of creating a marketplace where creators would be paid to provide data used in AI models:
“I think there will be a market in the future. There will be creators who create for AI models or something like that and will be paid for it. I think that's part of the future and people will find a way.”
The article ““You’ll be surprised, starting in 2025, by the new things Google will be able to accomplish”: How Sundar Pichai will transform the search engine with AI” was published on the site Abondance.
