Google Search is Changing: Here’s What’s New

Google Search is getting a fresh redesign packed with AI features, smarter navigation, and a surprising update — collapsible ads. The company announced multiple updates rolling out across Search and Discover that aim to make browsing simpler and more interactive for users.

Collapsible Ads Arrive on Google Search

In a move that might surprise many, Google is giving users a new way to manage ads. A new “Hide sponsored results” button will let you collapse the ads that appear at the top of your search results.

While this doesn’t remove ads completely, it does clear your screen for organic results. The “Sponsored Results” label will still remain visible at the top as you scroll — a reminder that the ads are still there, just minimized.

Google says this change keeps the ad experience cleaner without affecting visibility. The design ensures you’ll never see more than four text ads in one group, keeping your search page less cluttered and easier to read.

“Sponsored” Labels Expand Beyond Search

Google’s new “Sponsored” branding isn’t limited to search results. It’s also extending to Shopping ads, now labeled as “Sponsored Products.”

This unified design will make it clearer when content is paid for, improving transparency across Google platforms. The update will roll out across both desktop and mobile in the coming weeks.

Smarter Sports Search with “What’s New”

Google Search is also getting more helpful for sports fans. A new “What’s New” button will appear when you look up your favorite teams or players.

This button opens a curated feed of trending updates, recent match highlights, and relevant news articles — helping you catch up with what you’ve missed. Google says the feature will launch in the U.S. first before expanding to other regions.

AI-Powered Discover Feed Rolls Out

The Google app’s Discover section is also getting an AI boost. The redesigned feed will now show short, AI-generated previews of trending topics you’re interested in.

You can tap these previews to expand the story or explore more links from different publishers. This feature aims to help readers stay in the loop on key topics — from tech and entertainment to world news — in a faster and more personalized way.

The AI-powered Discover experience is rolling out first in the U.S., South Korea, and India.

What These Updates Mean for Users

Google’s latest updates show how Search is evolving into a more visual, AI-driven experience. The addition of collapsible ads gives users more control over what they see, while Discover’s AI previews make catching up on news more efficient.

Together, these changes hint at a future where Search feels more dynamic, adaptive, and centered around user preferences — even as ads continue to play a key role in Google’s ecosystem.