What makes this particularly significant is Google's market position. Despite the rise of alternative AI search tools, Google still processes billions of searches daily and serves as the primary discovery mechanism for most internet users. When Google integrates AI-generated answers into its core search experience, it's not experimenting with a niche feature—it's fundamentally changing how the world's most popular search engine works.
“Whereas the job market effects of AI in 2025 were still quite ambiguous, AI capabilities have advanced rapidly in the past few months,” Anton Korinek, an economist who focuses on the economic impact of transformative AI, told Fortune. “This may be the beginning of a new trend where white-collar jobs become threatened more seriously by AI. Once a few companies start the trend, competitive forces may induce others to follow suit.”
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