The wider picture
In a significant leap forward for sports fans, Google has announced the global expansion of its Search Live feature, which will now be available in all languages and locations where AI Mode is accessible. This transformative development allows individuals in over 200 countries and territories to engage in interactive conversations with Search, fundamentally reshaping how fans connect with their favorite sports, particularly cricket.
The backdrop to this expansion is the increasing demand for richer, more immersive experiences in sports fandom. AI Mode in Search has already enabled users to delve deeper into their passion for cricket, offering extensive analysis and insights into matches, players, and strategies. As cricket continues to capture hearts across the globe, this innovation promises to elevate the fan experience to unprecedented heights.
On March 26, 2026, Google India and the Board of Control for Cricket in India (BCCI) unveiled a partnership that integrates AI Mode into Google Search specifically for the Indian Premier League (IPL) 2026. This collaboration is poised to provide cricket enthusiasts with a conversational experience that goes beyond mere statistics, allowing fans to engage in tactical analysis and explore historical data about players and matches.
“IPL has always been the heartbeat of Indian Cricket, and this collaboration with Google India to integrate AI Mode into Search will fundamentally transform the fan experience,” said Devajit Saikia, a spokesperson for BCCI. His statement underscores the significance of this partnership, which aims to keep fans connected to the game like never before.
In addition to enhancing the cricket experience, Google is also introducing Veo, a generative video model that allows advertisers to create short videos directly within Google Ads. These videos, lasting up to 10 seconds, can be generated from static images, making it easier for brands to engage with their audiences on platforms like YouTube. This innovation is particularly noteworthy as video content consistently outperforms static creative, providing advertisers with a powerful tool to capture viewer attention.
Shekar Khosla from Google expressed excitement about the integration of AI Mode, stating, “With AI Mode in Search, we’re excited to help fans stay connected to the game’s pulse like never before.” This sentiment reflects a broader trend in the sports industry, where technology is increasingly being leveraged to enhance fan engagement and interaction.
As the IPL 2026 approaches, fans can look forward to a more enriched experience, with AI Mode offering insights that were previously unavailable. The ability to engage with the game in real-time, analyze tactics, and explore historical contexts will undoubtedly deepen the connection fans have with cricket.
Observers anticipate that this expansion of Search Live will not only benefit cricket fans but also set a precedent for how technology can enhance sports engagement globally. As Google continues to innovate, the landscape of sports fandom is likely to evolve, paving the way for more interactive and personalized experiences in the future.
