Google’s New AI Mode in Search: What CMOs Need to Know

Google has launched a new AI Mode in Search – a major shift that goes beyond the familiar search results page. For over two decades, “Google it” meant entering keywords and getting a page of blue links. Now, with AI Mode, Google is transforming search into a more conversational, personalized experience. This article will explain what AI Mode is in simple terms, how it changes user behavior and information discovery, and what it means for your brand’s SEO. We’ll also look at examples across industries (e-commerce, SaaS, media) and offer guidance on adapting your strategy. Let’s dive in.

What Exactly is Google’s AI Mode in Search?

In plain language, AI Mode is like having a smart assistant built into Google’s search bar. Instead of just showing a list of websites, Google’s AI Mode can directly answer your question in a conversational way, complete with context and follow-up guidance. Think of it as Google’s version of ChatGPT integrated into search. When you use AI Mode, you’re essentially chatting with Google’s AI to get what you need, rather than scrolling through multiple search results.

Here’s how it works from a user perspective: You ask Google a question or give a task (for example, “Plan a one-week trip to Tokyo” or “What’s the best CRM software for a small tech company?”). AI Mode will then generate a detailed answer for you, pulling information from various sources on the web. It will mention brands or cite sources where relevant, so you have some transparency about where the information comes from. But notably, what you won’t see are the traditional 10 blue links listing different websites. In AI Mode, the AI’s answer is the main result – you’ll only see a few source links or references, and sometimes visual elements or follow-up options, instead of a full page of website listings.

To illustrate, imagine asking Google’s AI Mode “What are some good amusement parks for kids aged 3-5?” Instead of listing a bunch of sites, Google’s AI might respond with a short curated list of kid-friendly parks with descriptions, and note the sources (like a travel site or a parenting blog) in small print. It’s a one-stop answer. In fact, the interface for AI Mode looks different: users can switch from the regular “All” results tab to an “AI Mode” tab in Google’s search interface to start this AI-powered experience. The screenshot below shows an example of an AI-generated answer with sources cited, and no traditional results list:

Example: Google’s AI Mode answering a detailed query with a summarized response, citing multiple websites but not showing the usual list of links.

How is this different from the AI snippets (AI Overviews) we’ve seen before? Over the past year or so, Google experimented with AI Overviews (also known as the Search Generative Experience or SGE) where an AI summary appeared above the normal results. The key difference is that AI Mode is a dedicated mode – an entire search experience driven by AI. With AI Overviews, you’d still see the regular search results and ads below the AI blurb. In AI Mode, the AI-generated answer essentially replaces the list of results. You have to actively choose AI Mode (at least for now) by clicking the tab or opting in, but once you do, Google handles your query almost entirely through AI. It’s a more immersive, end-to-end experience rather than just a quick preview.

To summarize the shift, here’s a quick comparison of traditional Google search versus the new AI Mode:

As the table shows, AI Mode fundamentally changes what a search results page looks like and how users engage with it. But it’s not just about the interface – it’s about user behavior and expectations. Let’s explore that next.

How AI Mode Changes User Behavior and Information Discovery

When search results turn into a conversation with an AI, users behave differently. In the traditional search model, a user might quickly scan titles and choose one or two sites to click, then possibly come back and refine the search if they didn’t find what they wanted. In the AI Mode model, the user is more likely to ask a question in natural language and then trust the AI to do the digging. It’s a bit like asking a knowledgeable colleague instead of rifling through a file cabinet yourself.

Here are some key ways user behavior might change with AI Mode:

• Fewer Search Refinements: The AI can handle follow-up questions on the fly. Users can just ask the AI for clarification or more details instead of going back to the search bar. For example, a user might start with “Give me a quick market analysis of electric cars,” get a summary, and then follow up with “Great, now compare Tesla’s latest model with its competitors.” The AI handles this in one continuous session. This conversational flow means users stay within the AI interface longer rather than bouncing back and forth between search results and websites.
• Faster Answers, Less Browsing: AI Mode often gives a single consolidated answer that pulls from many sources. This is extremely convenient for users. They get instant, synthesized information or advice. A busy CMO can ask, “What are the current trends in cybersecurity for SaaS companies?” and receive a neatly packaged answer citing, say, a Gartner report and a couple of industry blogs. The upside is speed and convenience; the downside (for content publishers) is that the user might not feel the need to click any of those source links since their question was essentially answered already.
• Hyper-Personalized Results: Perhaps one of the biggest shifts is how personal search can become in AI Mode. Google’s AI can utilize personal data (if users have enabled it) to tailor answers uniquely. So two people asking the same question might get different answers based on what Google knows about them. For instance, if someone frequently emails about running marathons and searches for “best snacks to boost energy,” AI Mode might emphasize high-protein options and even mention a brand they’ve bought from before. Meanwhile, another person asking the identical question, who has vegan preferences logged, might get only plant-based snack suggestions. This one-to-one personalization means information discovery is no longer one-size-fits-all – it’s different for each user. Consumers will start expecting Google (and by extension, all digital experiences) to know their preferences and context.
• Trust in the AI (and Skepticism): Many users will likely trust the AI’s summary as authoritative, especially if it cites sources. If Google’s AI says “According to expert reviews, Brand X’s product is the top choice,” a lot of people will accept that at face value and possibly skip doing their own deeper research. On the other hand, some savvy users might be skeptical and ask the AI, “Which sources are you using?” or click the citations to verify. In general, though, we can anticipate a shift toward users relying on Google’s judgment more than ever. Google isn’t just showing you where to find answers – it’s giving you the answer. For everyday users, that’s a big convenience gain. For marketers, it means the persuasion and experience often happen on Google’s side of the fence, not your website.
• New Search Habits: Over time, as people get comfortable with AI Mode, they may start phrasing queries differently. It encourages more natural language questions (like talking to an assistant) and complex multi-part questions. Users might also incorporate more tasks into search, for example: “Help me purchase a new laptop and schedule a pickup at a nearby store.” In traditional search, a query like that would be unusual – you’d break it into steps. In AI Mode, users will learn that they can ask for the whole task and the AI will attempt to handle it (by finding the product, checking local store inventory, guiding through purchase options, etc.). Google’s AI Mode has even been shown doing things like helping book appointments or finding tickets when asked, acting almost like an agent on the user’s behalf.

In short, AI Mode steers search behavior toward a more interactive, do-it-for-me approach. It’s less “give me a list of options” and more “give me the answer or solution.” From a consumer standpoint, this is a powerful shift in convenience and personalization. But what does it mean for companies trying to get discovered? Let’s break down the implications for SEO and brand visibility.

Implications for SEO and Brand Visibility

If you’re a CMO or marketing leader, you might be asking: “So, if Google’s AI is answering everything, will people still visit our website? How will we get leads or traffic?” These are exactly the right questions – and the SEO community has been grappling with them since AI-driven results started appearing. Here are the key implications of Google’s AI Mode for your brand’s visibility and your SEO strategy:

1. Dramatically Reduced Organic Traffic (Especially Informational Queries, inspirational and How to’s)

Companies are already reporting declines in organic search traffic for certain types of queries where AI answers appear. When Google answers front, fewer users click through to websites. Early data from AI-powered search experiments showed click-through rates dropping significantly, in some cases by 30% or more – when an AI overview was present. Some online publishers have even seen 20–50% traffic drops on content that used to get a lot of search visitors, because users’ needs were met on Google’s page. If AI Mode becomes widely adopted, you can expect this trend to continue.

Importantly, the traffic you lose is often the top-of-funnel, informational traffic – people who were just looking for a quick answer or general knowledge. Those casual content consumers might not visit your site anymore just to read a definition or a how-to summary, since Google can provide that via AI. This doesn’t mean all hope is lost (more on opportunities soon), but it does mean revising expectations. At BrainZ Digital, we’re advising clients to prepare leadership for likely declines in raw organic traffic metrics as AI search grows. It’s not that your SEO is failing – it’s that the game is changing. Success might not always mean “more clicks” in the AI era, because often the AI will deliver your message without a click.

We’re going to see a lot more impressions data than click data, and more zero-click search results

I think that Rand Fishkin made a beautiful summary here: (if you’re not following him, now will be a good time to start BTW)

Zero Clicks Does Not Mean Zero Sales – SparkToro

2. “Winner Takes All” Visibility in AI Answers

On a traditional search engine results page, even if you ranked #3 or #7, you still had a chance to be seen and clicked by the user. In AI Mode, the user might see only a handful of sources cited in the answer (sometimes just one or two main sources). This makes SEO even more competitive in terms of being the source that the AI chooses. If your competitor’s content is picked for the AI’s answer and yours isn’t, that competitor just got 100% of the visibility for that query. There are no second-page opportunities in AI answers – it’s first or nothing.

This will likely push brands to double down on being the most authoritative, trustworthy source for their topics. Google’s AI draws on many ranking signals and data (including its core search rankings, shopping data, reviews, and schema markup as hints) to decide which content to trust in an answer. Ensuring your content is truly high-quality, well-structured, and widely recognized as authoritative increases the odds that Google might feature it. It’s a bit like striving to be the quoted expert or the reference in the answer, rather than just one of 100 search results.

Also, brand presence matters: if your brand is well-known for something, the AI might mention it by name. For example, “According to YourBrand’s research…” could be a huge win for awareness if you’re the one cited. So, producing original research, unique insights, and content that others reference can help you become that go-to source the AI will quote.

3. Changes in Content Strategy (Depth, Format, and Purpose)

With AI summarizing content, you might wonder, “Why should we keep investing in content if Google might just scrape and summarize it?” It’s a valid concern, but think of it this way: you still want your content to feed the AI good information. In a sense, you’re now not just writing for human readers, but also for AI consumption (while of course ultimately trying to reach the human on the other side).

Practically, this means a few things for strategy:

• Focus on Depth and Uniqueness: Superficial content that just rehashes what everyone else says won’t get picked by the AI. The AI is synthesizing multiple sources, so your content needs to add real value or a unique angle to stand out. Investing in expert insights, proprietary data, or truly comprehensive guides can make your content the “best answer” that the AI chooses to pull in.
• Structured Data and Clarity: Using schema markup (like Product, FAQ, HowTo, Organization, etc.) on your pages can give Google explicit knowledge it can use. If you’re an e-commerce brand, ensure your product feeds and schema (price, availability, reviews) are up to date – AI Mode’s shopping feature leans on Google’s Shopping Graph, so feeding that graph helps. If you’re a content publisher, structuring your article with clear headings, lists, and takeaways can help the AI identify what to present. Think of it as making your content AI-friendly.
• Optimize for Questions and Conversational Queries: Since users will be asking more specific and natural language questions, your SEO keyword research should expand to cover question-based queries and long-tail, conversational phrases. Consider creating content (or at least headings/sections) that directly answer common questions in your niche. In fact, an FAQ section on key pages might directly feed an AI answer. BrainZ Digital often conducts intent analysis to map out what sub-questions users have on a topic, ensuring our clients’ content addresses those clearly – this increases the chance that a chunk of your content is exactly what the AI needs to answer a user’s follow-up question.
• Refresh and Monitor Content: AI models will use the latest information available. Outdated content might be ignored in favor of something more current. Regularly updating your content with fresh stats, examples, and insights will keep it relevant. Also, monitor Google’s Search Console (or any new metrics Google provides) for AI impressions – see which queries are triggering AI answers that include your site. This can guide you on where to create more content or what content is doing well in the AI context.

4. Measurement and New KPIs

Marketing teams will need to adjust how they measure success in search. With AI Mode, traditional metrics like clicks and organic sessions might not tell the full story of your search presence. For example, suppose Google’s AI is frequently citing your blog or recommending your product in AI Mode answers. You might be influencing a lot of customers without them ever clicking through to your site. How do you capture that value? It’s tricky, but here are a few approaches:

• Google Search Console Data: Google has started to report impressions and clicks from AI features. Keep an eye on the “AI search appearances” or similar reports. An “impression” in AI Mode might mean your site was mentioned or shown as a source. If those impressions are high but clicks are low, it indicates people see your brand via AI answers even if they don’t click. It’s a brand visibility win, albeit a hard-to-quantify one.
• Brand Search and Direct Traffic: If users see your brand mentioned by the AI and trust it, they might later search your brand name or navigate directly to your site. Monitor your direct traffic and brand-name search trends. An increase there could be an indirect result of AI Mode exposure.
• Conversion Rates: Remember that example where some companies saw revenue rise even as traffic fell? It suggests that the visitors you do get might be more qualified. If trivial visits drop off (because those users got their quick answer from AI), the ones who click through could be deeper in the funnel or more serious. So pay attention to conversion rates, lead quality, and engagement of organic visitors post-AI Mode. You might find a higher percentage of them are taking action than before.
• New Engagement Channels: AI Mode might also open up new ways for users to engage (for instance, through Google’s integrated shopping or booking). If Google’s AI can complete a purchase or booking on your behalf, those transactions might bypass your usual web analytics but show up in other ways (like in Google Merchant Center reports or affiliate/referral logs). Be ready to track performance beyond just your website’s Google Analytics.

5. Paid Visibility and Opportunities

While this article focuses on SEO, it’s worth noting that Google is integrating advertising into AI Mode in careful ways. For example, in shopping queries, sponsored products might appear in the AI’s recommendations. If fewer organic results are visible, the value of being present via paid slots might increase, especially for highly commercial searches. CMOs should coordinate their paid search strategy with the SEO strategy in this new landscape. If your organic content isn’t getting the exposure it used to for a certain query, it may be worth covering that gap with paid presence (ensuring your brand is still seen in the AI environment). Google is likely to offer new ad formats for AI-driven search as well – keep an eye on those and test them early. The bottom line: don’t think of AI Mode as “all or nothing.” You might regain visibility through a mix of smart SEO and targeted paid placements.

Now that we’ve covered general implications, let’s look at a few concrete examples of how AI Mode might affect content visibility in different industries.

Examples: AI Mode’s Impact Across Different Verticals

Every industry will feel the effects of AI-driven search a bit differently. To make this tangible, let’s explore scenarios in e-commerce, SaaS, and media (publishing), and how AI Mode can alter the user journey and brand visibility in each:

As these examples show, the specifics vary by industry, but the common thread is that AI Mode compresses the discovery process. It removes steps between question and answer, which is great for user convenience but challenges the traditional ways brands used to get in front of consumers via search. E-commerce becomes more about being the recommended product or facilitating the AI-driven purchase. SaaS becomes about being recognized as a top solution and answering niche questions. Media becomes about providing depth and unique value that go beyond a quick summary.

Adapting Your SEO Strategy for the AI Mode Era

Google’s AI Mode in search is a disruptive change, but it’s also an opportunity. It urges us to get back to the core of what search engines are trying to do: give people the best answers and experience. In practical terms, here’s how you can adapt (and how we at BrainZ Digital are helping clients adapt):

• Embrace an “Answer-First” Content Mindset: When planning content, ask “What questions would my ideal customer ask, and what’s the most helpful, direct answer I can provide?” Then create that – and make it easy for Google’s AI to find and understand it. This might mean publishing more Q&A style content, beefing up your FAQs, or writing blog headlines that are questions. Also, make sure your content actually answers the question in a clear, accessible way (no long-winded preambles before the answer). This not only helps with potential AI snippets but also satisfies human readers quickly.
• Optimize for Multi-Step Conversations: Consider the follow-up questions a user might ask after their initial query, and address those in your content. For example, if you have an article on “How to reduce cloud computing costs,” also touch on related queries like “best tools to monitor cloud costs” or “common mistakes in cloud budgeting,” because the user (or the AI on their behalf) might go there next. Anticipating the user’s next three questions is a good way to ensure your content remains part of the conversation, so to speak.
• Leverage Schema and Feeds: As noted earlier, technical SEO is crucial. For retailers, ensure your product feed (Google Merchant Center) is accurate and robust – this can make your products eligible to appear in AI-driven shopping results. Use schema markup extensively (Product, FAQ, HowTo, Article, etc.) to give structured clues about your content. If Google provides a way to opt-in or markup content for AI consumption specifically, implement it. We might soon see new meta tags or schema for “AI inclusion” preferences – stay tuned for that and be ready to implement quickly.
• Differentiate Your Content (E-E-A-T): In an AI-dominated search world, Google will be even more careful about sourcing information from trusted, authoritative sources. Double down on demonstrating Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) in your content. This includes highlighting authors’ credentials, citing your sources, getting reputable websites to mention or link to your content, and perhaps even using formats like video or interactive tools that AI might not fully replicate (yet). If your site is seen as the go-to expert in a niche, Google’s AI is more likely to use it when constructing answers.
• Monitor and Adapt Constantly: We’re in early days. User adoption of AI Mode will take some time to grow, and Google will undoubtedly tweak how it works. Keep an eye on how your key search queries are evolving. Do a few test searches in AI Mode for your industry and see what kind of answers come up: Who is getting cited? What information is being presented? This competitive intelligence is the new “page one analysis.” If you see certain competitors always in the AI answers, study what they’re doing right (Is their content more comprehensive? Are they just a more established brand in that space? Do they have data or tools that Google is leveraging?). Be prepared to experiment – maybe you’ll find that creating a concise “cheat sheet” on a topic gets you cited, whereas your long essay was ignored, or vice versa. SEO in the age of AI search will involve both content finesse and technical acumen, plus a good dose of agility.
• Educate Your Team and Stakeholders: Because this is a fundamental change, make sure the rest of your marketing team and executives understand it. If the C-suite only knows “our organic traffic is down,” it can cause panic. Explain why it might be down and the broader context of AI Mode. Shift focus to new metrics (like the quality of traffic, overall lead volume from all channels, brand search volume, etc.). At BrainZ Digital, we’ve been having these conversations with clients to reset goals and expectations – for instance, looking at how SEO contributes to brand visibility and conversions in a holistic way, rather than just raw session counts. When everyone understands the landscape, you can set more meaningful KPIs that reflect reality.
• Explore New Channels and Formats: This change also highlights the importance of not putting all your eggs in one basket. If some of your informational content isn’t getting the love from Google it used to, consider other ways to reach your audience with that content – maybe through a LinkedIn article, a direct email newsletter, or a webinar. Building a loyal audience (via email lists, social followings, or communities) can offset some loss of organic reach. Additionally, consider creating content that feeds these AI systems beyond Google. For example, there are AI chatbots (like Bing’s chat, or others) that draw from different sources; optimizing for one often helps the other. The concept of “Omni-channel SEO” or “Omni-search optimization” is rising – meaning optimizing your presence across all search and AI platforms where customers seek answers (Google, Bing, voice assistants, even site-specific search like YouTube or Amazon for certain queries).

Finally, a crucial point: keep providing value. It sounds obvious, but amidst all the change, the brands that will win are those that genuinely help their audience. Google’s AI is designed to surface the most helpful content. So, focus on being that source of helpful content, and you’ll increase your chances of staying visible, whether through AI or traditional means.

Conclusion: Turning Disruption into Opportunity

Google’s new AI Mode in Search signals a new chapter for search engines and SEO. It’s a shift from search-as-a-directory to search-as-an-assistant. For CMOs and tech companies, this is a wake-up call to evolve your digital strategy. Yes, there will be challenges – less traffic on some informational content, new competition to be the featured answer, and the need to grapple with personalized, AI-mediated discovery. But there’s also opportunity. Brands that adapt quickly can still connect with customers in this new paradigm, perhaps even more effectively than before, by providing exactly what the user needs when they need it.

At BrainZ Digital, we’re viewing AI Mode not as the end of SEO, but as an evolution of it. The core principles of understanding your audience, answering their questions, and building trust remain as important as ever. The methods and tactics are what’s changing. By staying informed (as you are by reading this), experimenting thoughtfully, and keeping a user-first mindset, your company can thrive in the AI-driven search landscape.

Remember, every major shift in search (from the rise of mobile, to voice search to previous algorithm shake-ups) initially caused uncertainty. Still, it ultimately rewarded those who focused on delivering quality and adapting strategically. AI Mode is no different in that respect. It’s a powerful new tool in the consumer’s hands – and with the right approach, it can be a powerful new avenue for your brand to shine.

Need guidance navigating these changes? BrainZ Digital is here to help marketers like you stay ahead of the curve. Whether it’s re-optimizing your content, technical SEO enhancements for AI, or rethinking your KPIs, we’re partnering with companies to turn this disruption into an opportunity for growth. The search landscape may be changing fast, but with the right strategy, your brand can remain front and center, no matter how people search. Here’s to thriving in the new era of AI-powered search!