Google DeepMind: Why Google Wants to Be a Leader in Both AI Search and Virtual Assistants

Google is playing hard: it refuses to choose between evolving AI-powered search and developing intelligent virtual assistants. Demis Hassabis, CEO of Google DeepMind, states plainly: the strategy for coming years is to maintain full control in both directions.

Why does this matter? Because Google is completely rewriting search rules with generative AI. AI Overviews and AI Mode fundamentally change how we access information. This shift isn't just about technology—we've already seen major impacts across the entire digital ecosystem: publishers losing traffic, SEO specialists needing to pivot, and content creators forced to rapidly evolve in an AI-first world.

How Google Sees Search's Future: Two Clear Directions, One High-Stakes Game

Recently, in an extensive interview with Steven Levy from Wired, Demis Hassabis made it clear: Google is advancing on two fronts. AI-powered search, like AI Overviews, is perfect for quick, factual answers with visible citations at the top of results. Simultaneously, AI Mode targets users wanting real dialogue—conversational, multi-step interactions for complex queries.

"Both forms will continue to grow and be essential. Our plan is to dominate both," says Demis Hassabis (Google DeepMind CEO: We'll dominate AI search and assistants).

The distinction is natural: for quick, summarized answers, people use AI Overviews. For in-depth discussions and multi-step problems, AI Mode becomes the natural choice. In practice, this means less classic browsing through dozens of pages and more interaction with AI for precise, personalized answers (Understanding AI Overviews and Their SEO Impact - Webenza).

What the New AI Paradigm Changes for SEO and Publishers

The reality is harsh: many publishers saw organic traffic plummet immediately after AI Overviews launched. Recent data shows clearly—links included in AI Overviews come 52–73% from pages already ranking well organically. But AI Overviews drastically cut classic visibility: CTR on standard results dropped by 34.5% on average. Furthermore, some analyses confirm AI chatbots drive up to 96% less traffic compared to traditional search (The Future of Search: SEO and AI Impacts Explained).

Quick conclusion: every online business must optimize for both classic SEO and relevance in the AI ecosystem. Proper data structuring and complete, direct responses increase visibility chances—even in the new wave of conversational search (Google AI Mode: How Will It Impact SEO? (And How to Respond)). In this context, competitive auditing has become essential for achieving visibility in AI SERP. In this article, I explain what types of competitive audits I use for generative search, how I identify thematic and structural gaps against competitors, which concrete benchmarking and optimization methods I apply, and what pitfalls I've learned to watch for.

The Dual Era: Search and AI Assistants, but the Balance is Fragile

Even as Google pushes both models—traditional search and AI assistants—industry trends make it clear: the current model won't last forever. Traffic from classic search is in constant decline, acknowledged even by Google's key figures. Pressure on publishers grows—especially regarding monetization, where solid alternatives must be found quickly.

"All SEO experts recommend adapting content strategies—focus shifts to quality responses, topic coverage, not just keyword research. Visibility in AI Overviews depends on organic strength, but also on how well we answer complex questions" (Understanding AI Overviews and Their SEO Impact - Webenza).

In short, Google's dual strategy risks fundamentally rewriting digital visibility economics in the next 2-3 years. Those who act early—investing in content with relevant answers, solid SEO structure, and genuine citability—can remain competitive even in an AI-dominated digital ecosystem.

If you want to explore the impact of new AI technologies on search and SEO strategies further, it's worth reading the full analysis: Understanding AI Overviews and Their SEO Impact - Webenza.