Google hijacked its iconic homepage Doodle space on Tuesday to aggressively promote "AI Mode," its Gemini-powered search tool, marking a stark departure from its tradition of honoring cultural events. The animated promo replaced the usual celebratory artwork, spotlighting Google’s AI ambitions directly for billions of users.
This unprecedented move aims to drive adoption of AI Mode, which answers complex queries conversationally using text, voice, or images. Powered by Google’s Gemini model, the tool synthesizes multi-part questions into detailed responses. While launched in March 2025, this is its most prominent placement yet.
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A Google spokesperson called the takeover “just a fun promo” but conceded it was designed to raise awareness. The push follows earlier experiments, like replacing the “I’m Feeling Lucky” button with an AI Mode shortcut in May.
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Google’s homepage gambit underscores its urgency to dominate AI search amid fierce competition from rivals like ChatGPT, Claude, and Perplexity. By leveraging its most valuable digital real estate, Google signals AI Mode’s strategic priority and aims to reshape user behavior toward conversational search.
The promotion comes as Google battles perceptions of playing catch-up in generative AI. Analysts note repurposing the Doodle space—typically reserved for non-commercial tributes—reveals how high the stakes are in the AI race.
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