Google has flipped the switch, and search will never be the same again.
Introducing Google AI Mode: a new AI-powered search experience that’s rolling out across the UK, US and India. Instead of giving you a list of links in classic blue text, AI Mode gives you a full, conversational answer. It comes with follow-up prompts, images, and sometimes just a handful of links tucked beneath it.
For users, it’s slick, smart, and refreshingly intuitive.
For businesses and marketers, it’s a sign that search and SEO are entering a whole new era.
In this guide, we’ll explore how Google AI Mode works, why it matters for SEO, and how your brand can stay ahead.
What Is Google AI Mode?
Google AI Mode is an intelligent search experience powered by generative AI using Google’s Gemini platform. Rather than showing ten blue links, it offers a well-rounded, AI-generated summary based on your query. Optional links are included if the AI isn’t confident enough to answer alone.
It’s currently available in English across the UK, US and India, and can be accessed in several ways:
- Visit google.com/aimode
- Use the Google app and tap the AI Mode icon on the home screen
- Look for the AI Mode tab at the top of your search results
You can type a query, speak it aloud, or upload an image. Google then breaks down your question into multiple angles and returns a response tailored to you.
How Does It Work?
AI Mode uses a process called “query fan-out”, which means it rewrites your question into several different variations and processes them all simultaneously.
Say you search for:
“Best autumn holiday destinations for families.”
AI Mode might interpret this as:
- “Quiet family destinations with fall foliage”
- “Where to go in October with kids”
- “Weather-friendly UK breaks for half-term”
It then pulls answers from across the web, extracts the most useful information — sometimes just a sentence or list — and pieces it together into one cohesive response.
It doesn’t end there. You can follow up with new questions without having to start over. AI Mode remembers your previous query and continues the conversation with refined results.
Why Google AI Mode Is a Game-Changer
This is more than just a tweak to the search experience. Google AI Mode is fundamentally changing how people explore information and how brands are discovered online.
What makes it different?
- Conversational format: It feels more natural, flexible and user-friendly.
- Multimodal inputs: You can search using text, voice or images.
- Fewer clicks: Users get what they need more quickly, without browsing through pages of results.
- Precision over volume: A single, well-phrased paragraph can outperform an entire blog post if it directly answers the user’s question.
This shift isn’t just about user experience. It reflects a major change in how search works and how we interact with it.
What Does It Mean for SEO?
If your website relies on organic search traffic, you may have already noticed some changes.
AI-generated answers mean users are clicking on fewer links. Some publishers, like the Daily Mail, have reported traffic drops of up to 50 percent since the rollout of AI Overviews.
However, there is also a major opportunity here — especially if your content is designed for this new search experience.
Here’s how you can optimise for Google AI Mode:
- Focus on Usefulness
Instead of writing just to rank, write to answer. Clear, concise, helpful content is more likely to be featured in AI summaries. - Structure Your Content
Use headings, bullet points and lists to make your content easy to scan. Google’s AI identifies sections of content, not entire pages. - Target Real Queries
Think beyond keywords. Ask yourself what your audience is really asking, and include those natural-language questions in your content, especially in FAQ sections. - Answer Multiple Angles
If your content explores a topic from several viewpoints, it’s more likely to match one of the AI’s rewritten sub-queries. - Optimise for AI Retrieval
Content that is clear, trustworthy and context-rich is more likely to be surfaced. Our SEO services are already aligned with the way AI Mode evaluates and selects content, helping your pages become the go-to resource.
Is AI Mode Replacing Traditional Search?
Not exactly. At least not yet.
Google describes AI Mode as an enhancement to traditional search rather than a replacement. For now, it appears as an optional tab or feature on specific types of queries, especially those related to:
- Comparisons (e.g. “iPhone vs Galaxy”)
- Recommendations (e.g. “best laptops under £1000”)
- Planning (e.g. “how to spend 3 days in Amsterdam”)
- Definitions and explanations
Still, the direction of travel is clear. Google is steadily integrating this experience into more types of searches. No matter your industry, whether you’re in ecommerce, publishing, education or services, this is the direction visibility is heading.
What About Ads and Monetisation?
At the moment, Google hasn’t confirmed how ads will appear in AI Mode. Nor has it said whether businesses will be able to sponsor content within AI summaries. This lack of clarity has raised concerns among marketers and publishers.
What is clear, though, is that visibility will rely less on outdated tactics like keyword-stuffing and more on clarity, structure and genuinely useful content.
The earlier you adapt, the better your chances of maintaining strong search visibility when AI Mode becomes the default.
How to Make AI Mode Work for Your Business
Let’s face it. AI Mode is a game-changer, but it doesn’t have to disrupt your entire strategy.
If your content answers real questions and is structured in a way that Google can easily interpret, you’re already ahead of many.
At Xanthos, we help businesses stay ahead of digital changes with SEO strategies built for today’s search landscape.
Here’s how we can help:
- Optimise your content for AI-driven retrieval
- Identify the questions your target audience is actually asking
- Structure your pages to suit AI summarisation
- Keep you visible in both AI and traditional search results
Ready to Adapt to the AI Search Revolution?
Get in touch to future-proof your SEO strategy and stay one step ahead as AI Mode reshapes the way people search online.
