Google announces search with AI that acts for you: end of the internet as we know it?

Google has announced a radical reform in its search engine, integrating artificial intelligence that not only answers questions but also performs tasks on behalf of the user, such as scheduling appointments or shopping. This transformation, seen as the largest since the creation of the searcher, can fundamentally alter the relationship between users and websites, endangering the traffic model that sustains much of the digital economy.

What changed on Google Search with the AI search?

The new Google Search architecture incorporates advanced language models that go beyond listing links. Now the AI is able to interpret complex intentions and act directly, like booking a flight or sending a message, without the user having to click on external sites. This represents a paradigm shift: the seeker ceases to be a showcase to become an executive assistant.

How does the search with AI act on behalf of the user?

The system uses a combination of semantic understanding and integration with partner services. For example, when asking "schedule a dinner for tomorrow", Google can automatically check availability, make the reservation and confirm, all without redirecting to the restaurant website. This feature raises questions about privacy and consent, but Google states that control remains with the user.

Why can AI search break site traffic?

Editors and content creators rely on organic traffic coming from Google to generate revenue. If the AI already provides answers and executes actions within the searcher himself, the incentive to click on external links decreases dramatically. According to experts cited in the original source India Defense Review, this may lead to a 50% drop in reference traffic for sectors such as tourism, e-commerce and news.

Criticisms on the AI search: what do experts say?

Critics point out that Google is cannibalizing the web that made it dominant. Media companies and small businesses have already expressed concern about the loss of visibility. The measure also rekindles debates on monopoly and regulation of big techs, especially in the European Union. Meanwhile, competitors like Microsoft (with Bing) run to implement similar features, but Google maintains the advantage of scale.

AI Search: impact for Brazilian developers and creators

For the Brazilian market, the change can be even more impacting due to Google's high dependence on content discovery. SEO and marketplace professionals will need to rethink strategies, focusing on experiences that AI cannot replicate. Companies that already adopt generational artificial intelligence, as seen in consulting movements (e.g., the article on PwC bets on Claude da Anthropic to transform corporate consulting with AI), may have an advantage in adaptation.

Frequently asked questions about Google's AI search

Will Google's AI replace all sites?

No, but the search function will cease to be a mere indexer to become a task executable, reducing the need to visit websites for simple actions.

How can content creators protect themselves?

Focusing on rich content, deep analysis and interactive experiences that AI cannot generate on its own, as well as diversifying traffic sources.

Is user privacy guaranteed?

Google states that data is processed locally or with consent, but the collection required for automated actions is alerted among privacy defenders.