Google Enhances Search with Gemini 2.5 Pro and AI-Powered Features
Google integrates Gemini 2.5 Pro into Search, enhancing capabilities with AI-driven calling and Deep Search.
Key Points
- • Google adds Gemini 2.5 Pro to Search for enhanced user engagement.
- • Introduces AI-powered calling feature to connect with local businesses.
- • Deep Search allows extensive analysis and compilation of search results.
- • Competition with OpenAI intensifies, but Google's trust remains a key advantage.
In a significant move to bolster its search capabilities and keep pace with competitors, Google has integrated its Gemini 2.5 Pro AI model into its Search platform. This enhancement was announced on July 16, 2025, as part of Google’s broader strategy to augment user engagement and fulfill complex search needs. As a result, subscribers to Google AI Pro and AI Ultra in the U.S. can now utilize this advanced model for more sophisticated inquiries, benefiting from features such as Deep Search, which allows multiple simultaneous searches to deliver comprehensive results.
The AI-powered calling feature, another key addition, lets users directly connect with local businesses through Google Search. Powered by Google Duplex technology, this feature enables users to ask about availability and pricing without needing to make the call themselves. The information is then sent to users via text or email, streamlining the process of obtaining essential business details.
Nikhil Lai from Forrester Research noted a growing consumer comfort level with AI handling searches, indicating a shift in user interaction with technology that is designed to act on their behalf. This paradigm shift is seen as crucial as users increasingly rely on AI-driven tools for assistance in daily tasks.
Competition is fierce in the AI search landscape, particularly from players like OpenAI and Perplexity. OpenAI recently launched a ChatGPT agent capable of handling personal task management, intensifying the race. Despite this, experts like Bradley Shimmin from Futurum Group emphasize Google’s established reputation for delivering reliable results, a significant advantage as the technology evolves. Moreover, analysts believe that Google’s focus on trust and extensive data resources enhances its competitive position.
However, Google faces challenges, particularly in implementing direct shopping capabilities, an area where OpenAI appears to be making headway through strategic partnerships. As the market for AI-driven search solutions becomes more pronounced, Google's developments with Gemini 2.5 Pro and its new features underscore its intention to remain at the forefront of innovation in this field.