Google is rolling out ‘AI-organized’ search results

First Google gave us AI overviews of search results, now it’s using AI to organize those search results.

On Thursday, Google announced the rollout of full-page search results organized by AI. Instead of traditional rankings-based search, Google will now organize the results into buckets of subcategories based on your query.

The update is only on mobile for now, and starts with recipes and meal inspiration first, but will expand to other categories later on. So if you’re looking for vegetarian appetizer ideas (as shown in Google’s example), search results will be grouped by deeper queries, like top recipes, easy recipes, and recipes categorized by specific ingredients.

The AI in all of this is Google’s family of Gemini models. According to a Google spokesperson, Gemini for Google Search doesn’t replace Google’s traditional ranking and quality systems, but works on top of it, “to deliver high quality results efficiently.” On that note, the spokesperson reassured publishers and SEO professionals that they don’t have to do anything differently about their SEO strategy, though whether or not they should be worried about their bottom lines in the wake of the update remains to be seen.

In a press briefing, VP of user experience Rhiannon Bell shared how the change is designed to make search results more meaningful and valuable to users, compared to a more traditional search experience where users have to sort through large volumes of content to find what they were looking for. “We can start categorizing this content for you in ways that we previously could not have, and not only that, but we can also create a lot more density in terms of content as well,” said Bell.

“From a user perspective, this is a pretty dramatic shift from where we were before,” added Bell. Indeed, in the example, you can see how the new experience differs from the traditional search. The results are broken down into modules of categories suggested by AI, which you can side swipe to see more of. Using AI to organize search results may not sound like such a dramatic shift, but it’s significant in the sense that Google is relying even more on its generative AI models for its core business.

So Google is investing deeper in AI for its search engine, but that doesn’t mean you have to use it if you don’t want to. In May, the company introduced a “web” filter that lets users switch back to the traditional search results format without AI features.