What is Google AI Mode? And What It Means for SEO
What is Google AI Mode? And What It Means for SEO
SEO never stands still, and 2025 is just proof of that.
Not long ago, ChatGPT and other AI chatbots became the go-to tools for folks seeking quick, conversational answers, sometimes even before they considered Google.
That shift forced Google to respond with its own experiments: first Search Generative Experience (SGE), then AI Overviews.
Now, the latest chapter is here: AI Mode.
AI Mode is a search experience that offers conversational replies to queries right in search.
Since its launch in March 2025, it’s quickly becoming central to how people interact with Google. It’s reshaping how information is found and how businesses show up to potential customers.
So if you’re wondering what exactly AI Mode is and, more importantly, how it could impact your rankings, traffic, and bottom line, you’re in the right place.
Here’s what we’ll cover:
- What Google AI Mode is,
- How it works,
- Key features,
- What it means for SEO,
- And more!
What is Google AI Mode?
Google AI Mode is a new search feature that lets users interact with an AI assistant directly in Google Search to ask follow-up questions, get personalized answers, and explore topics more conversationally.
It’s Google Search with a brain that talks back to you, reasons things out, and actually understands what you’re asking.
It’s especially handy when your question has multiple layers, like asking for travel ideas that fit your budget, schedule, and dietary needs all at once.
Instead of just searching broadly for affordable vacation destinations, you can be more specific and say:
“What are some weekend trips under $200 that include kid-friendly activities and local food spots?”
And if you need even more specific answers, you can ask follow-up questions like
“Can you create a sample two-day itinerary for one of these trips, including estimated costs and activity times?”
At its core, AI Mode is powered by Gemini 2.x (currently Gemini 2.5), Google’s latest and most advanced AI model. This means it can reason through problems, take in multimodal inputs (text, voice, and even images), and keep the context of your conversation alive across follow-up questions.
To use it, simply type your query into Google as usual.
If AI Mode is available for that search, you’ll see the AI-generated overview with clear explanations and links to relevant sources.
You can continue the conversation by clicking “Dive deeper in AI Mode” at the bottom of the AI overviews section
Or by selecting “AI Mode” from the navigation panel at the top left-hand corner of the search results page, just before “All.”
This feature scans dozens (sometimes hundreds) of pages. Then it pieces together the most relevant points, compares them, and gives you a distilled summary. It can grab a section here, a paragraph there, but only pulls from the most trustworthy sites.
It’s pretty much like having ChatGPT or any other AI chatbot right in Google search.
How to Access AI Mode
Right now, AI Mode is rolling out gradually. In the U.S., many users see it by default when searching in Google Chrome or the Google app.
If you don’t, you can join Google’s Search Labs (on desktop or mobile in the Google app, look for the beaker icon) to test AI features early.
Here’s a complete list of all the countries where this tool is currently available. If your country isn’t listed here, just be patient. You should be added soon.
What are the Key Features of AI Mode?
Here are the standout features that make AI Mode different from traditional Google Search:
Multimodal Search
AI Mode lets you combine words, voice, and images in a single query.
For instance, you could snap a picture of a dish at a restaurant, ask, “What’s this meal called?”, and follow up with, “Where can I find something similar nearby?”
And if you don’t really feel like typing, just use your voice instead.
These multimodal features make for richer, more contextual answers.
Follow-Up Questions
Unlike classic search, where every new query is a fresh start, AI Mode carries the context forward.
You can ask a question, refine it with a follow-up, and even switch directions mid-conversation.
After asking the mode where I could get that particular dish, I followed up by getting more information on the dress code of these restaurants:
Advanced Reasoning and Query Fan-Out
AI Mode not only retrieves results; it analyzes and deconstructs complex queries into smaller, logical parts.
Say you ask, “Plan a three-day trip to Rome with family-friendly activities, good local food, and budget hotels.”
Instead of dumping links, AI Mode breaks that down into itineraries, restaurant picks, and hotel options, saving you hours of manual digging.
Real-World Task Execution (Agentic Features)
With AI Mode, Google is crossing the bridge from “answer engine” to “action engine.”
Beyond suggestions, it can connect you to booking systems, shopping carts, or restaurant reservations.
On August 21, 2025, Robby Stein, VP of product at Google, mentioned that Google is taking a more active approach to search, starting first with dining-related requests.
With time, Robby says you won’t just get information about your favorite spots but also be able to make reservations and buy tickets right in AI search.
You might search for “Book me tickets to the new Christopher Nolan movie this Friday” and receive direct booking links.
Just think of the time you could save!
Personalization and Transparency
AI Mode tailors results to your preferences (when you’re signed in) while also showing the sources it pulls from.
Unlike “black box” answers, Google displays citations so you can verify information.
Over time, personalization aims to make your searches feel more like you, as it only surfaces results that fit your habits, location, and search history.
If in your search you’ve mentioned to AI mode that you’re allergic to kiwi, and then you later ask for restaurant and meal recommendations, AI mode will take your preferences and allergies into account when making suggestions, even without you asking!
Link Sharing Feature
U.S. users can now share AI Mode answers directly with others via a link.
This feature makes it easy to collaborate, share research, or send curated responses to friends or colleagues without them having to replicate your search.
Your contacts can explore a topic within a chat, and as the sender, you remain in full control and can disable the link at any time.
What’s the Difference Between AI Mode and AI Overview?
One of the biggest points of confusion right now is the difference between AI Mode and AI Overviews in Google Search.
While they both use generative AI to enhance your search experience, the way they work and the value they provide are quite different.
AI Overviews are the feature you may have already encountered at the top of some Google searches. They appear as short, summary-style answers that condense information from across the web into a neat, digestible snippet.
For example, if you search “how to repot a snake plant,” an AI Overview might show you a few bullet points on the materials you’ll need and the steps to follow, often with links to source articles.
They’re designed to be quick, static snapshots of useful information, ideal for when you want a fast answer without digging too deep.
AI Mode, on the other hand, is a more interactive version of search that can be accessed by further prompting AI overviews or clicking on the “AI Mode” option in the SERPs navigation panel.
Instead of passively showing you a summary, it lets you engage in a back-and-forth conversation with Google.
For the question on repotting snake plants, here’s what the AI mode had to say:
So, AI Overviews is the static summary card that gives you a glance at the essentials, while AI Mode is a much smarter research assistant that helps you explore more complex queries.
Where and How is AI Mode Launching?
AI Mode was first introduced through Google’s experimental platform, Search Labs, and initially rolled out to Google One AI Premium subscribers in the United States in March 2025, and then expanded to India in June 2025.
Over time, Google has significantly expanded access, announcing availability in more than 180 countries worldwide as of August 21, 2025.
“Starting today, we’re excited to expand AI Mode to over 180 new countries and territories in English. Now, even more people can ask nuanced, complex questions, while continuing to discover the richness of the web. We look forward to expanding access to even more languages and regions soon.”
Reports from editors and early users indicate that countries such as Nigeria, Kenya, and South Africa are among the newer regions where the feature is becoming available, marking a major step toward global adoption.
But user access is still not entirely seamless. Many community discussions say the rollout appears uneven, with some users experiencing technical restrictions or delays depending on their location or device.
This proves that Google is rolling out AI Mode slowly, testing and improving it before wider release.
What Are Users Saying?
So far, Google’s AI Mode is getting strong reviews for being one of the most accurate AI-powered search tools available today.
Compared to rivals, Google stands out because its answers are usually:
- Clear and detailed
- Backed by sources (news outlets, blogs, or official sites)
That last point is key. While other AI tools often give sweeping answers without attribution, Google usually links to the original sources.
For users, this makes it easier to fact-check and explore further, which builds trust.
Still, no AI is perfect.
Google’s system can occasionally make mistakes or hallucinate. There’s even a disclaimer at the bottom of every response:
But because it’s built on Google’s decades of indexing and massive data resources, its answers tend to be more reliable than those of competitors.
For users, this feels like a big win: faster, more accurate answers right in search. But for publishers, it’s concerning.
Many fear the so-called “Google Zero” effect, where people get everything they need from AI and stop clicking through to websites.
If that trend grows, it could mean fewer visitors, less ad revenue, and a tougher future for independent publishers.
The Daily Mail, for instance, claims that with the introduction of AI in search, it has experienced a massive 50% reduction in click-through-rates.
So, while Google’s AI Mode is earning praise for accuracy and reliability, it’s also sparking real concerns about how search traffic and the wider web economy might change.
What AI Mode Means for SEO and Publishers
AI Mode doesn’t mean the death of SEO, but it does mark the start of a new era where old SEO strategies won’t be enough.
Google is testing ways to integrate publishers into AI results, such as inline links inside answers and carousel features that surface content sources.
This shift introduces new challenges but also fresh opportunities for visibility, and audience growth.
Here are a few things you’ll need to take note of:
SEO Isn’t Dead, But It Needs Adaptation
For years, people have been ringing the “SEO is dead” alarm every time Google makes a big change.
With AI Mode, that conversation is back. But the truth is, SEO isn’t dead. It’s just evolving.
In Mode, search results look different. Say goodbye to those familiar “10 blue links,” and hello to interactive answers.
It often includes inline links (direct citations from sources) and carousel-style results (a row of clickable cards with websites, products, or resources).
This means the competition for visibility is shifting. Rather than ranking just for the first organic position, publishers now have to think:
“How do I get my content cited by AI Mode?”
That may mean:
- Creating factually accurate, well-structured content that AI finds trustworthy.
- Writing comprehensive yet clear answers that Google can lift.
- Using schema markup and structured data so your site is machine-readable.
Keep in mind that Google still needs publishers to provide high-quality information. But the rules of engagement are changing: success doesn’t end at ranking anymore, as you also need to get referenced directly inside AI results.
Search Is Becoming More Conversational with AI Mode
Another shift we’re witnessing is how people now search.
Instead of typing short, keyword-heavy phrases like “restaurants near me,” users are beginning to phrase their queries as if they’re speaking to a friend:
Here’s a quick example:
“I’m a student at Kansas State. What are some cool restaurants I can go to with my friends, with a budget of $50?”
And here’s what the AI mode had to say:
This change means that search is moving farther away from robotic, keyword-stuffed queries toward natural, conversational language.
AI Mode is designed to handle these longer, more specific questions by providing a direct answer, almost like chatting with someone who already understands your situation.
For content creators, this shift raises the stakes. It’s no longer enough to optimize for a keyword like “best restaurants in Kansas.”
Instead, you need to anticipate related questions and the intent behind the query and provide clear, straightforward, human answers that match how people actually speak.
So, write like you’re talking with your reader, not just at them.
Publishers Must Diversify Their Traffic Sources
One of the biggest concerns you might have is that AI summaries could reduce clicks to your websites.
And no, you’re not just being paranoid.
Think of it this way: Google used to be the main highway bringing visitors straight to your site. You optimized for keywords, ranked on page one, and the traffic kept flowing.
Now, with AI Mode, Google is building bypass roads. Searchers don’t need to visit your site, as they may get all their answers directly from AI.
If Google gives users most of the information upfront, why would they bother reading your 3,000-word article?
That’s why relying solely on Google organic traffic has never been riskier. It might be difficult to start, but diversifying where your audience comes from is not a bad idea.
Some strategies include:
- Email newsletters: Building a direct line to readers means you don’t depend on Google for traffic.
- Social media distribution: Platforms like LinkedIn, X (Twitter), and TikTok can drive audiences who may never find you through search.
- Community building: Forums, Slack groups, Discord servers, and other niche spaces can foster loyal readership.
- Partnerships and syndication: Guest posting, cross-publishing, or licensing content helps reach readers beyond search engines.
If you don’t adapt, you risk watching the traffic you’ve relied on for years trickle away.
So, don’t put all your eggs in one basket. Invest in building multiple reliable paths that connect you to your audience, no matter how search evolves.
Content Needs to Go Deeper (Surface-Level Won’t Cut It Anymore)
AI Mode is built to deliver quick, straightforward answers. That means generic or surface-level content holds less value because Google can instantly summarize it without sending readers to your site.
What AI Mode can’t easily replicate, however, are unique perspectives, and deeper analysis.
Let’s use the question “Is remote work better than office work?” as an example.
AI Mode might generate a quick summary like, “Remote work offers flexibility, while office work encourages collaboration. Each has pros and cons depending on the role.”
That’s useful, but flat.
A publisher, on the other hand, could explore further:
- Sharing a first-hand account of how a startup scaled fully remote without losing culture.
- Analyzing productivity data across industries.
- Quoting HR leaders on hybrid policy challenges.
- Weaving in humor or a sharp perspective that makes readers nod (or argue).
That’s the kind of perspective AI Mode struggles to reproduce, and what keeps human-created content valuable.
To stand out, your content needs to go beyond the obvious and lean into what only you can provide:
- Go beyond definitions and basics: Don’t stop at answering “what is X.”
- Connect the dots: why does it matter, how does it work in practice, and what implications does it have for your audience? AI gives information; you provide meaning.
- Include original research and data: Surveys, case studies, firsthand experiments, customer insights, and expert commentary are all assets that AI can’t replicate from scratch. This kind of proprietary content makes your work indispensable.
- Offer personality and brand voice: AI-generated text is useful but often lacks personality.
A distinct brand voice that’s witty, empathetic, authoritative, or bold makes content memorable and builds trust. Your readers will come back for the voice behind the content, not just the information. - Focus on niche expertise: AI can easily summarize broad, generic overviews like “What is SEO?” or “Benefits of email marketing.” But when your content dives deeper, like breaking down your own case study on how you grew traffic by 120% in six months or sharing lessons from running campaigns in a tough niche, that’s much harder for AI to shrink into a neat summary. It’s the difference between reading a Wikipedia entry and having a tête-à-tête with an expert. The second gives you stories, context, and practical tips you can actually use.
And that’s the kind of content readers come back for, and the kind AI Mode itself depends on as source material.
“AI Mode connects you to high-quality information from the best of the web. You’ll find helpful links to evaluate sources and explore further from a wide range of perspectives.” — Google
Frequently Asked Questions
What is the Google AI mode?
It’s an experimental feature in Google Search that uses AI to generate summaries, explanations, and answers directly at the top of your results instead of just showing links.
Is Google AI mode free?
Yes, it’s free to use, but it’s currently experimental and not available to everyone yet.
Who can access Google AI mode?
Right now, only users in certain regions (like the U.S.) or those enrolled in Search Labs can access it. Availability may expand over time.
Why don’t I see AI mode?
You might not see it if it’s not rolled out in your country yet, if you’re not part of Search Labs, or if your Google app/browser isn’t updated.
How do I turn on Google AI mode?
Google AI mode is built into Search Labs. Open the Google app or Chrome on desktop, tap the Labs icon (a beaker), and enable Search Generative Experience (SGE).
How do I turn off AI mode?
Open Search Labs and toggle off SGE.
Where can I see AI mode on SERPs?
It appears as an AI-generated overview at the top of search results when active.
Thriving in the Era of Google AI Mode
We’ve talked about what AI mode means for SEO, how to adapt your content strategy, and the practical steps you can take to stay visible in this new kind of search.
But adapting alone isn’t enough.
Keeping an eye on your visibility in both traditional search results and AI-powered answers is crucial.
You’ll need to track not just where your pages rank but also how often they appear in AI snapshots and recommendations, and quickly address gaps.
That’s where a tool like Nightwatch comes in. With its advanced rank tracking and reporting features, Nightwatch helps you monitor performance across traditional SERPs and stay ahead of changes in AI-driven search.
This way, you can adjust your SEO strategy proactively and make sure your brand doesn’t get left behind as search evolves.
Ready to stay ahead in both traditional and AI search?
Start tracking your rankings with Nightwatch today and get the insights you need to grow smarter.
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