If Google I/O 2025 were envisioned as a television series, it could easily be likened to It’s Always Sunny in Mountain View—though, paradoxically, the May weather often disagrees. Nevertheless, the tech behemoth’s relentless positivity, particularly in its outdoor amphitheater setting, was evident. A more suitable analogy, however, might be The Good Place, where everything seems idyllic at first glance—until one recognizes that it’s not.

This year’s gathering unveiled “AI Mode” across all U.S. search results, regardless of whether users requested it. In true Good Place style, Google reassures us that everything is getting better: search is more intelligent, quicker, and more beneficial. But don’t bring up the rising problem of AI hallucinations—Google surely didn’t. Nor did it mention “Responsible AI,” which was the core aspect of its 2023 I/O event. And while one of the few live demonstrations—an AI-driven translation via smart glasses—stumbled in real-time, the company effortlessly moved on with a dozen slick, pre-recorded showcases.

Worries about AI’s ecological consequences? In Google’s idealistic realm, AI is aiding the battle against climate change by identifying wildfires—overlooking the considerable energy demands of AI data centers. And the nearly year-long Hollywood strike concerning AI’s influence on creative sectors? That’s bygone news. In this utopian vision, creators adore AI—at least according to the carefully selected testimonials from filmmakers and musicians showcased by Google.

But is Google Search genuinely the Bad Place?

Many SEO specialists believe so. With AI-generated summaries now prevailing in search results, the caliber of information is diminishing. Internal Google documents, disclosed in a recent Department of Justice antitrust case the DOJ succeeded in, imply the company might have a financial motive to reduce the effectiveness of search. If users fail to find what they need on the first attempt, they are compelled to search again—boosting engagement metrics and legitimizing the AI initiative.

Lily Ray, VP of SEO Strategy at Amsive, encapsulated it in a viral LinkedIn post: “If you’re presenting them multiple AI overviews because they need to search multiple times, Google can then claim ‘we have more users utilizing AI every day.’” The twist? There’s no opt-out option.

In the words of The Good Place’s Eleanor Shellstrop: “Wait a moment. This is the Bad Place!”

Even with a 90% share of the search market, Google seems prepared to sacrifice user satisfaction for AI-driven expansion—as long as investors are content. The company upholds the illusion of an improved search experience, while users are becoming more aware of the flaws in the veneer.

“Google search results have essentially turned into the punchline of the internet,” Ray states. “Whenever Google talks about AI Overviews, they assert ‘our users really appreciate it.’ Yet, online forums are overflowing with individuals seeking ways to deactivate it and revert to the previous Google.” Even those who choose to opt out of AI functionalities report still encountering AI-generated material in their results.

Regrettably, mere awareness may not suffice to alter the course. As long as extravagant AI showcases continue to please investors, there’s minimal motivation for Google to focus on quality or user autonomy. In 2025, it appears we’re navigating parallel realities—one in which all is well, and another where users are growing increasingly exasperated.

Nonetheless, there might be a flicker of optimism: Google’s stock fell 1.5% post-I/O and is down 12% year-to-date. Could that prompt a shift in direction?

It’s improbable. As The Good Place illustrates, it took demon Michael 300 years to cease resetting Eleanor’s memory each time she realized she was in the Bad Place.

So perhaps we’re only a few hundred years away from Google truly serving our interests again. Until that time, everything is perfectly fine.