Google’s AI Search Update: What It Means for Healthcare (So Far)

AI is becoming an even bigger part of the search experience. Here’s how you might see it impact your organization.

Last month, Google announced what it considers its “biggest upgrade to our Search box in over 25 years” — the addition of artificial intelligence tools that allow users to search for information in question format, keep the conversation going with follow-up questions, and create and manage agents from within the search ecosystem.

These new features signal that Google is going all-in on its AI Mode, which has surpassed one billion monthly users in the year since it first debuted. Google also reported that AI search queries have more than doubled every quarter, showing that it’s increasingly becoming the default search mode for consumers.

Agents & search as a tool

One of the most notable updates is the introduction of “agentic” search. Users can now create AI agents that continuously scan the web for updates, synthesizing information over time rather than relying on one-off searches.

This information is then presented through dynamic dashboards, visualizations, and trackers directly within search results, enabling users to keep tabs on ongoing tasks or analyze information without leaving the page.

In a healthcare context, this could reshape how patients research conditions, treatments, and providers. Instead of manually searching for keywords related to their chronic condition multiple times a month, a healthcare consumer could create an agent to track and compare treatment options, provider ratings, and more in a single interface.

For healthcare marketers, this update signals even more of a need to look beyond traditional SEO for results. Visibility isn’t solely about ranking anymore. Now it’s about how (or if) your content is surfaced within AI-driven search experiences.

No appointment scheduling (yet)

Google also continues to expand its booking capabilities, allowing users to view real-time availability and pricing and complete transactions directly through search.

While this functionality is growing in industries like travel, healthcare presents a greater challenge. Scheduling care often requires workflows and nuances (insurance coverage, eligibility, etc.) that don’t easily translate into a simple AI-driven booking experience.

Still, the direction is worth watching. As Google invests in transactional search, patient expectations may shift toward more seamless, self-service scheduling experiences, raising the bar for digital access in healthcare.

Prepare for a traffic roller coaster

We’ve already been keeping an eye on how AI Overviews and other features have impacted organic traffic patterns. This update from Google accelerates that shift.

If users can get answers, comparisons, and even next steps without leaving Google, traditional site visits may continue to decline or fluctuate more unpredictably. Internally, we’re actively analyzing how these changes are affecting healthcare organizations and expect disruption to remain a consistent theme.

On June 3, Google announced that it had started rolling out Search Generative AI reports in Search Console, to give users a picture of their website’s visibility within Search’s AI features. While these reports aren’t widely available yet, eventually we will get a better understanding of:

How often your website URLs appear in AI features, and which pages were highlighted
The devices people are using when seeing your website via AI search features
Your site’s performance over time

Big questions without answers

There’s no question this is a pivotal shift, but many questions remain, especially for healthcare.

How will Google handle accuracy and trust in sensitive medical queries? How will regulated industries fit into a more automated, AI-driven search experience? And what happens to the broader healthcare marketing ecosystem if zero-click searches continue to increase?

For now, the most practical takeaway is this: The rules of search are changing quickly. Healthcare marketers don’t need all the answers yet, but they do need to stay informed and be ready to adapt.

To learn more about the impact of AI on digital experiences in healthcare, check out our recent AI in Healthcare Marketing blog series.

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