Google Search Chief Explains How AI Is Changing Search and Ads
Liz Reid, Google’s Head of Search, recently spoke about how the company is moving into the AI era and what that means for how we search, what results we see, and how ads will show up in the future.
From AI Overviews to voice and Gemini, she broke down what’s changing in search and how it affects what people see and click.
We’re already in the AI search era
Reid started by saying this clearly: Google has already entered the AI era. This isn’t new, it’s just more visible now.
“We are in the AI search era, and have been for a little bit.”
She explained that Google has been using AI for years (like BERT and MUM), and now tools like AI Overviews and AI Mode make it easier for users to get full answers directly in Search
AI isn’t replacing search — it’s making it better
Some people think AI and traditional search are separate. Reid disagrees.
“It’s not AI or search. AI helps search do what it always wanted to do.”
That includes organizing all kinds of content across the web and giving people better answers, especially for complicated questions.
The Way People Search Is Evolving
Reid said people using AI Mode ask longer, more detailed questions often 2 to 3 times longer than regular search queries.
This helps Google understand exactly what someone wants and can also help advertisers show more relevant ads.
Ads are coming to AI Mode — but not everywhere
Google is starting to show ads inside AI-powered results. But Reid made it clear that ads won’t be everywhere.
“We don’t think we should just show ads no matter what. We should show them when they’re high quality and relevant.”
Right now, the focus is on learning what works. Ads will show up where it makes sense especially when people are clearly looking to buy or compare things.
AI Overviews are increasing searches, not reducing them
Despite what some people think, Reid said AI Overviews are leading to more search activity not less.
“We’re seeing a 10% increase in those types of queries in the US and in India.”
In other words, when Google shows helpful AI answers, people keep exploring and not drop off.
Search, Gemini, Voice it all works together now
Reid said Google isn’t picking one way to search it’s giving users multiple options that all work together. You can type a query, ask with your voice, get an AI answer, and still see links if you want to dive deeper.
That’s the idea behind Search Live, a new feature powered by Gemini. It lets you move between voice, AI answers, and traditional web results in one place.
“The user is always right… They should come to whatever tool they find most useful,” Reid said.
Whether it’s Google Search, Gemini, or Maps Reid said it doesn’t matter. What matters is giving people the info they need, in the format they want.
SEO still matters
Reid was clear: good SEO is still important. Make your content easy to find, understand, and helpful.
“SEO is neither a strictly bad or good word… But you can have great SEO, and then you can have [people] trying to game the system.”
Google is still focused on fighting spam and low-quality tricks and says spam in search results is still under 1%.
Not everyone is ready for AI — and that’s okay
Some users still prefer regular blue links. That’s fine.
Reid said Google made AI features optional for a reason:
“Probably everyone in the world is not going to be ready for exactly the same thing at exactly the same time.”
If you like AI, use AI Mode. If not, Search works the same with AI Overviews added in where helpful.
Why this matters
If your business relies on Google traffic or paid search, Reid’s comments show how fast things are changing.
What ranks, what gets clicked, and how ads are shown are all evolving.
AI Overviews, Gemini, and voice-based search aren’t just new features they’re a sign that Google’s becoming more contextual, more personalized, and more selective about what appears on top.
What this means for publishers and advertisers
For Publishers:
- AI Overviews may answer some queries directly so your content needs to be clear, direct, and trustworthy to get picked.
- Search isn’t dying but how people search is changing.
- Expect fewer clicks for simple answers, but new traffic from people who want to go deeper.
For Advertisers:
- Longer queries = more intent = better targeting.
- AI Mode ads are starting to roll out but expect different formats, placements, and behavior.
- Relevance is key. Ads that match the question will perform better.
Search is changing fast and AI is part of every step. But it’s not either/or. Whether users type, talk, or tap, Google’s goal is to deliver the right answer and the right ad in the right format.
Reid’s message is clear: adapt to how people ask questions today, and how Google now answers them. That’s where the opportunity lies.
Need help adapting to AI Search?
Even with AI Overviews and changing search behavior, publishers can still win with the right setup, structure, and monetization. Reach out at support@magicbid.ai
If you’re not making the most of your ad space, you’re leaving money on the table.
MagicBid helps web, app, and CTV publishers maximize revenue with smarter ad placement and optimization tools.
- Web Monetization: Get better ad visibility, higher engagement, and more revenue from every impression.
- In-App Monetization: Connect with premium advertisers to effortlessly boost fill rates and eCPMs.
- CTV Monetization: Deliver high-quality, tailored ad experiences that keep viewers engaged and advertisers paying more.
With MagicBid’s advanced ad tech and expert support, you can turn your traffic into higher earnings without the guesswork.
Connect with us now to get a free ad revenue evaluation.
