For over twenty years, people have used “Google it” as a shorthand for searching online. Most picture a simple page, blue links, summaries, and a few ads. By 2025, Google will have changed the scene with its new AI Mode.
This feature mixes the chat skills of an advanced AI with Google’s huge search index. Announced at Google I/O 2025 and now available to all users in the US, AI Mode moves past traditional results, offering a brand new way to search and interact online. Here’s a closer look at how AI Mode works, its key features, how people are using it, and what it means for SEO.
What Makes AI Mode Different?
AI Mode uses the Gemini 2.5 model to create a chat-like search experience. Instead of just listing links based on keywords, it works as a smart assistant, pulling details from all over the web to answer questions directly. Users can find it in a special tab on the Google homepage or app. This mode lets people ask complex questions, follow up with more details, and get replies that mix text, pictures, and live data, all with sources included.
Unlike Google’s older AI Overviews, which gave short answers at the top of the search results, AI Mode takes over the whole search page for those who turn it on. Sundar Pichai, Google’s CEO, called it a “total reimagining of Search” at I/O 2025. The aim is to keep up with the growing use of AI chat tools like ChatGPT and Perplexity.
How AI Mode Works Behind the Scenes
AI Mode uses a process called query fan-out. It breaks a user’s question into smaller parts and sends out several searches at once. For example, if someone asks, “What are the best lightweight hiking boots for women?”, AI Mode looks for details about materials, brands, and user reviews. It gathers information even from sites that wouldn’t normally show up on the first page. The result is a detailed, easy-to-read answer with links to reliable sources.
AI Mode isn’t limited to text. It supports images, voice, or a mix of both. Someone could upload a photo of a plant and ask, “What is this, and how do I care for it?” The AI would respond with a full care guide and links for more information, thanks to data from expert sites. It also uses Google’s Knowledge Graph and real-time updates, making it good for questions about new events, product stock, or booking a table at a restaurant.
One highlight is Deep Search, a Labs-only feature that pushes query fan-out even further. It can run hundreds of searches to build a full, sourced report in minutes. This is useful for researchers or people working on complex topics like maths or coding. AI Mode can also handle simple tasks like booking tickets or making purchases using Google Pay, making the path from question to action much shorter.
A Shift in How People Search
AI Mode is changing the way people ask questions. Early data shows that users type in longer, more detailed questions than before. Instead of short phrases like “best laptops 2025,” they might write, “What’s the best laptop for video editing under $1,500 with good battery life?” AI Mode understands these requests and offers answers that feel like chatting with someone who knows the topic well.
This matches a broader trend in how people look for information. A Bain study from 2024 found that 80% of searchers use AI summaries at least 40% of the time. Half say their questions are answered on the search page, so they don’t need to click through to websites. AI Mode takes this even further, helping people find what they need quickly but also raising concerns for sites that depend on visitors.
Google’s numbers show that those who use AI Mode spend more time on the links they do click and look deeper into topics. The option to ask follow-up questions like “What’s the warranty on that laptop?” or “Are there current offers?” keeps users within Google, which could mean they rely less on outside AI tools. But if AI Mode’s answers are enough, people might skip visiting external sites entirely.
The Impact on SEO: Risks and Opportunities
For marketers and SEO experts, AI Mode brings both new possibilities and real risks. The biggest concern is about website traffic. Research shows that AI Overviews have already cut click-through rates by around 34.5%, and AI Mode could reduce traffic even more, with some sites seeing drops of 20–60%.
Instead of showing ten blue links, AI Mode usually cites just one to three sources, with more links hidden behind a “Show all” button. This makes it even more important for brands to be among the cited sources.
Lily Ray from Amsive points out that if AI Mode becomes standard, it could hit the main revenue stream for many publishers, especially those relying on ads or organic traffic. Barry Adams of Polemic Digital told the BBC the effect is “decimation” rather than total loss, showing how tough things could get for site owners.
However, Google says AI Mode brings fresh chances for exposure. By including content from beyond the first page, smaller or newer sites can appear, provided they meet Google’s E-E-A-T standards (Expertise, Experience, Authority, Trust). The basics of SEO—high-quality, user-focused content, good technical set-up, and structured data—still matter most. There’s no need for special tweaks for AI Mode, but content must be clear, to the point, and authoritative to be used in AI answers.
New Strategies for SEO in the AI Mode Era
Success in AI Mode depends on adapting to Generative Engine Optimisation (GEO). Key approaches include:
- Writing conversational content aimed at long-tail, natural language queries. Anticipate follow-up questions and answer them in detail.
- Using structured data and schema markup (like FAQ or author bylines) to help AI understand and cite content easily.
- Building strong topical authority with detailed content hubs around main subjects.
- Keeping information updated and linking in real-time signals such as reviews or fresh social sentiment to match Google’s Knowledge Graph.
- Optimising across platforms, including ChatGPT and Perplexity, as sites ranking high in standard search are more likely to be cited in AI summaries.
Tracking AI Mode’s impact isn’t easy. Google Search Console groups AI Mode clicks and views under “Web” search, so SEO teams have to rely on indirect measures like impressions or brand mentions.
Looking Ahead: What AI Mode Means for the Web
Google’s introduction of AI Mode is a clear response to rivals like Perplexity and ChatGPT. With its vast data and user reach, Google seeks to keep its lead in AI search. While users benefit from faster, more natural results, the change could upset the current web economy. Many publishers worry about a rise in zero-click searches, as AI answers complex questions on the spot, making direct site visits less common than in the days of featured snippets.
But there’s hope, too. Jim Yu from BrightEdge observes that, while AI-driven traffic may be smaller, it tends to be higher quality, with users spending more time on the sites they visit. Google says AI Mode sends people to a wider range of websites, opening the door for niche sites ready to adapt.
With AI Mode already live in India for Labs users and set to reach more countries, the pressure is on. Brands need to adjust or risk fading away. Focusing on GEO, building real expertise, and valuing results beyond simple clicks will help businesses stay visible. As Neil Patel puts it, those who adapt to Google AI early will stand out. The web is not fading, but it is changing quickly, and AI Mode is leading this shift.
Sources: Google I/O 2025
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