Google Maps is getting a major AI upgrade, here’s what’s new

Google has launched a sweeping overhaul of its Maps app for Android and iOS users, bringing artificial intelligence to the heart of how people search for places and navigate to them. The update introduces two major new features, Ask Maps and Immersive Navigation that together represent the platform’s biggest transformation in more than a decade.

Currently, Google Maps defaults to offering users a simple search box and a list of results. With the new Ask Maps feature, users will be able to ask complex, conversational questions and receive personalised answers drawn from the app’s vast knowledge of over 300 million places and a contributor community of more than 500 million people.

Google says the new features are powered by its Gemini AI models, which analyse real-world imagery, user reviews, and live data to deliver results that go far beyond what a traditional maps provides. The company adds that the update has the potential to fundamentally change how people discover and interact with the world around them.

The new features have already launched for Android and iOS users in the United States and India. Google says they will be available in Europe and beyond in the coming months.

What is Ask Maps and how does it work?

Ask Maps is a new conversational search experience built directly into Google Maps. Rather than typing a business name or category into the search bar, users can ask natural language questions such as “My phone is dying, where can I charge it without waiting in a long queue for coffee?” or “Is there a public tennis court with lights that I can play at tonight?”

The system uses Gemini AI to interpret the question, cross-reference live information about nearby places, and surface a customised map with relevant results. Results are also personalised based on a user’s search history and saved places so if you regularly look for vegan restaurants, Ask Maps will factor that in when answering queries about places to eat.

Once a user has found what they’re looking for, Ask Maps makes it easy to take action: booking reservations, saving places to a list, sharing recommendations with friends, and getting directions are all available directly within the conversational interface.

What is Immersive Navigation?

Immersive Navigation is a complete redesign of the Google Maps driving experience, replacing the flat, two-dimensional map view with a vivid 3D environment that reflects the real-world buildings, overpasses, and terrain around the driver. It also adds more intelligent guidance, highlighting lanes, crosswalks, traffic lights, and stop signs at key moments during a journey.

The system uses Gemini models to analyse fresh Street View imagery and aerial photography, giving drivers an accurate, up-to-date view of their surroundings including landmarks and road features. Voice guidance has also been updated to sound more natural rather than robotic turn-by-turn instructions, drivers will hear directions phrased like a friend navigating alongside them.

The update also introduces clearer information about alternate routes, including trade-offs such as a longer journey with less traffic versus a faster route with a toll. Google says that every second, Maps incorporates over five million updates to traffic conditions worldwide, and drivers will now be alerted to real-time disruptions such as road works and accidents reported by a community that contributes more than 10 million such updates every day.

Before setting off, users will also be able to preview their destination using Street View imagery, get recommendations on where to park, and as they approach see the building entrance and which side of the street to be on highlighted directly on the map.

Why does this matter for businesses?

The changes have significant implications for businesses. As Google Maps surfaces results increasingly through AI-driven conversational queries rather than simple keyword searches, experts warn that incomplete or poorly optimised Google Business Profiles risk becoming invisible to potential customers.

As Head of SEO at MNA Digital, Lawrence Timmins says the update represents a significant shift in how people discover and interact with local businesses.

The move towards conversational, AI-powered search means businesses will need to ensure their Google Business Profile is accurate, complete and aligned with what they offer. Incomplete or poorly optimised profiles may struggle to appear in these new AI-driven results, regardless of the quality of the business itself.

Every element of a profile now plays a role, from opening hours and categories to photos and customer reviews, as AI systems analyse this information to determine which businesses to surface.

When will Ask Maps and Immersive Navigation be available in the UK?

Google has confirmed that Ask Maps is rolling out now in the United States and India on Android and iOS, with a desktop version coming soon. Immersive Navigation is also rolling out this week across the US, with availability set to expand over the coming months to eligible iOS and Android devices, as well as CarPlay, Android Auto, and cars with Google built-in.

Google has not announced an official date for when the feature will roll out in the UK or Europe. However, based on the company’s previous rollout patterns, access could potentially arrive before the end of 2026.

For UK businesses, however, the message from SEO experts is clear: don’t wait for the UK launch to start preparing. The businesses that invest now in ensuring their Google Business Profile is fully optimised and properly aligned with their brand will be the ones best placed to benefit when the rollout reaches British shores.