Google brings AI Mode to Spanish speakers

Google is doubling down on AI search experiences, bringing its AI Mode feature to Spanish-speaking users. The expansion represents a major push into one of the world’s largest language markets — and comes at a time when AI adoption is accelerating globally.

AI Mode is more than just a search upgrade: it reimagines how people interact with information. Instead of typing static queries, users can hold conversations with Gemini AI, upload images, refine searches iteratively, and dive deeper into complex subjects. The Spanish rollout builds on Google’s recent August expansion that took AI Mode from three pilot markets — the U.S., U.K., and India — to 180 countries.

This move also highlights Google’s strategy of layering AI capabilities into subscription offerings. Its premium Google AI Ultra plan already lets users book restaurant reservations in AI Mode, with plans to expand into appointments and event tickets. Meanwhile, the lower-priced Google AI Plus subscription is scaling to 40 countries, directly challenging OpenAI’s ChatGPT Go plan.

Both companies are carving out tiers to capture a broader base of paying users. OpenAI’s Go plan, priced between free and premium, offers higher usage limits, image generation, and better conversation memory. Google’s counter is to integrate AI more deeply into everyday tools like Search and Photos.

But the rapid rollout raises a challenge: feature confusion. AI Mode, an immersive chat-like search, can be mistaken for AI Overviews, which are brief AI summaries embedded into search results. As Google continues to weave AI into its ecosystem, helping users understand these distinctions may be as critical as the technology itself.