Google unveiled Search Profiles at I/O, a feature that injects social‑media‑style followability into its Search experience. Creators and publishers can add a “Follow on Google” button to their knowledge panels, letting users pull articles, videos and social posts into one place. The rollout starts in the United States, with global expansion promised. The feature also surfaces creator bios and recent activity, mirroring typical social feeds.

Access works through the Google app’s knowledge panel: tap a creator’s icon, hit “Show More,” then scroll to the Search Profile. The panel also lists the official website and other socials, and any followed accounts feed directly into the app’s Discover feed. The feed updates in real time, surfacing fresh posts instantly. This blurs the line between search results and personalized content streams.

By letting users follow creators without leaving Search, Google aims to keep audiences inside its ecosystem while giving publishers a centralized showcase for new material. The move follows a broader AI‑driven overhaul that replaces keyword queries with conversational prompts, signaling the company’s push to make Search a more social, sticky home screen. Early adopters include tech journalists and gaming channels, testing the cross‑platform reach.