Google opens AI Mode to all US users

Google has lifted the waitlist for its AI Mode search experience today, making it immediately available to all US users over 18 years old. The announcement comes exactly on the day of the release, May 1, 2025, marking a significant expansion of the company's experimental search interface that allows users to ask more complex questions and engage in follow-up queries.

Beyond the waitlist: Google brings AI Mode to mainstream users

Millions of people are using AI Mode in Labs to search in new ways — asking longer, harder questions, using follow-up questions to hone in on what they really want to know, and discovering new websites and businesses along the way. This expanded access represents a notable shift in Google's strategy, potentially changing how people interact with search results.

Google has a number of announcements around AI Mode, including dropping the waitlist, adding products and place cards to the answers, a new history panel, and that they are doing a limited test without having to opt in to AI Mode within Search Labs.

The move to eliminate the waitlist follows what Google describes as "incredibly positive feedback" from early testers. Based on the incredibly positive feedback we're getting, we're removing the waitlist so anyone in the U.S. can now get immediate access to AI Mode in Labs — and we're adding new features to help you get things done.

New visual elements enhance local and product search capabilities

The most substantial addition to AI Mode is the introduction of visual place and product cards. Rolling out over the coming week, you'll begin to see visual place and product cards in AI Mode with the ability to tap to get more details.

For businesses with a local presence, this change could substantially impact discovery and engagement. For local spots, like restaurants, salons and stores, you can quickly see info like ratings, reviews, and opening hours, while product searches will display shoppable options with real-time prices (including the latest promotions), images, shipping details and local inventory.

Google executive Soufi Esmaeilzadeh, Director of Product Management at Google Search, emphasized the benefits of AI Mode for users seeking specific product information. For example, if you're looking for the best vintage shops for mid-century modern furniture, AI Mode will show local stores along with helpful insights like live busyness, and you can easily call or get directions.

The product cards utilize Google's Shopping Graph technology, which contains an extensive database of items from retailers. This is all made possible by Google's trusted and up-to-date info about local businesses, and our Shopping Graph — with over 45 billion product listings from stores in your neighborhood, online and around the world. Every hour, more than 2 billion product listings are updated on Google — so you know you're getting fresh information you can trust.

History panel improves continuity for complex search tasks

A new left-side panel for desktop users addresses the need for search continuity. So many of the questions people ask are part of longer-running tasks and projects, and often they want to get back to the information they found. So now, we're making it easier to jump right back in on desktop.

Just click the new left-side panel to get to your past searches — each topic will include the info that AI Mode already found for you, and you can ask follow-up questions or take your next steps. This functionality addresses a common frustration with traditional search, where users often need to re-enter previous queries to resume research.

Limited test brings AI Mode outside of Labs environment

In a move that signals Google's growing confidence in the technology, Because our power users are finding it so helpful, we're starting a limited test outside of Labs. In the coming weeks, a small percentage of people in the U.S. will see the AI Mode tab in Search, and we'll continue to incorporate feedback into the experience.

Industry analyst Glenn Gabe highlighted the significance of this test on LinkedIn, noting: "AI Mode expanding. Here we go -> Google is also adding places (local businesses) and product cards to AI Mode. It's also being tested outside of labs and drops the waitlist."

Understanding the marketing implications

The expansion of AI Mode represents a significant shift in how search may function in the future, with several important implications for marketing professionals:

Local business visibility

The addition of place cards that prominently display ratings, hours, and other business information could dramatically change local search visibility. Businesses with strong Google Business Profiles may gain advantage under this system, while those with incomplete listings might see reduced visibility. "Google also added places (local businesses) and product cards to AI Mode. This includes information such as local images, ratings, reviews, store hours, real-time prices, and availability. This pulls from both Google's Shopping Graph and Google Business Profiles."

Product discovery transformation

For e-commerce businesses, the integration of Shopping Graph data into AI Mode could alter product discovery patterns. Companies with properly structured product data feeds and competitive pricing may gain advantages in this environment.

Evolving SEO strategies

SEO expert Barry Schwartz notes the competitive implications: Google and other search engines and AI companies, are looking for the killer AI search engines features that will gain them market dominance in this AI search race. AI Mode may be that interface for Google (or maybe not).

That being said, Google is investing a lot into AI Mode; adding features and rolling it out more widely. Also, for Google to test this in the wild, it will give Google the information it needs to see how searchers really like AI Mode and then adapt it to make it better.

Conversation-based search behavior

The history panel feature signals Google's belief that conversation-based searches are becoming increasingly important. Marketers may need to reconsider keyword strategies to account for multi-query search sessions rather than isolated searches.

Technical underpinnings of the new features

The new capabilities leverage several technical systems within Google's infrastructure. Shopping information comes from the Google Shopping Graph, which with over 45 billion product listings from stores in your neighborhood, online and around the world. Every hour, more than 2 billion product listings are updated on Google.

Local business information is drawn from Google Business Profiles, centralizing the importance of this data source for businesses seeking visibility. The interconnected nature of these systems highlights how Google's various data collections are being synthesized in the AI Mode experience.

Expert reaction from the search marketing community

The announcement has generated significant discussion among search industry experts. SEO consultant Barry Schwartz commented on the potential market implications: Google and other search engines and AI companies, are looking for the killer AI search engines features that will gain them market dominance in this AI search race.

Digital marketing executive Juntae DeLane noted on LinkedIn that these are "exciting developments ahead with AI Mode and its enhancements for local businesses."

Measuring effectiveness through wider testing

The move to test AI Mode outside of Labs suggests Google is seeking broader usage data to refine the experience. It is exciting times in this AI Search space. For Google to test this in the wild, it will give Google the information it needs to see how searchers really like AI Mode and then adapt it to make it better.

This testing strategy indicates Google's determination to gather sufficient real-world usage data before potentially making AI Mode a standard feature of search rather than an optional experiment.

Timeline

• October 2023: Initial limited testing of AI Mode begins in Search Labs
• February 2024: Expanded waitlist access granted to more US-based users
• May 1, 2025: Waitlist removed, AI Mode access opened to all US users over 18
• May 2025: Rolling out of visual place and product cards begins
• Coming weeks (May-June 2025): Limited testing of AI Mode outside of Labs environment begins