Google’s AI Mode Goes Mainstream: What It Means for Search and SEO

At Google I/O 2025, Search officially entered its next chapter. AI Mode is no longer an experiment in Google Search Labs – it’s being rolled out to millions of users across the US, bringing with it a fundamental shift in how we interact with search results.

Search is becoming more conversational and multimodal than ever before. Powered by Gemini, AI Mode delivers answers, follow-ups, and product suggestions – all within a dynamic, scrollable thread. And unlike past SERP updates, this changes both the interface and the intent behind every query, and returns content in a UI it feels best represents the desired response.

For search marketers, this marks a critical turning point. So, let’s dive into what this change means for the future of Search and specifically, the impact this may have on SEO.

But, first things first – what is AI Mode? Dubbed by Google as 'Ask Anything', AI Mode is a Gemini-powered search experience that replaces static lists of links with more intelligent, AI-generated responses. Users type a query and receive a flowing, summarised answer, often paired with suggested next steps, relevant products, or links to dig deeper on source web sites.

It’s not just a redesign, it’s a new search philosophy, where the engine works to complete tasks, not just return results. Over time, AI Mode will appear for more query types – particularly complex, multi-intent searches like planning a trip, comparing products, or solving a layered problem.

Instead of jumping between pages, users are encouraged to stay in the conversation and refine their query right there, digging deeper via follow up questions. This potentially offers an end-to-end AI Search experience, if desired. The level of personalisation also adds the possibility of integrating hyper-personalised context to a user’s results via search history and connected Google apps, such as Gmail.

AI Mode uses a technique called query fan-out to break questions down into subtopics (think of these as what may traditionally be seen as supporting keywords and themes), searching these simultaneously on your behalf. It will also be a multimodal experience with integration of real-time interaction via your phone’s camera, a next step in the journey of Google Lens and image/video based search.

This shift means AI Overviews now serve as a stepping stone. A summarised answer appears on the traditional SERP, often followed by an invitation to “Explore further with AI.” Accepting that prompt takes the user into AI Mode – and away from the more traditional link-driven experience most SEOs are used to optimising for.

AI Mode is designed to keep users engaged in one place. Answers are layered, personalised, and continuously updated – reducing the need to click-through for more. This naturally leads to fewer sessions, more zero-click queries, and increased pressure for brands to own their narrative cross-platform and cross-channel to support visibility within the conversation itself. Optimising your brand space becomes more important than ever.

Links do still appear within AI Mode responses, but they’re fewer, subtler, and often paraphrased. That means brands and publishers must focus on producing content that is authoritative, reliable, and clear – giving Gemini good reason to cite them at all.

Content that directly answers nuanced queries, anticipates follow-ups, and mirrors natural language is more likely to be pulled into the Gemini thread. Standard blog posts and landing pages may not be enough – the bar has been raised.

However, there are core strategic elements of search optimisation that still ring true:

Another change showcased was a preview of Gemini in Chrome, which will help you find information more quickly on a website. You will be able to launch Gemini in Chrome from the top of your Chrome window and it uses the context of the page you’re on so you can ask questions and get help – all without opening a new tab. Whilst this is likely to be accessible only to those with a subscription, this still opens up the user base significantly.

AI Mode also brings a notable evolution to product discovery. Users can now browse items within the conversation, filter by price or features, and – with the new “Buy for Me” feature – complete purchases directly in the SERP using saved preferences such as clothing size, price range, preferred stockists etc.

The " try it on" functionality will also be available in Search Labs, allowing you to not only browse your products and filter them, but also try them on by selecting one of your photos. Once tried on you can simply share the new look with your friends and get their view.

This creates an end-to-end journey within the Google interface itself, from search to comparison to checkout.

As AI Mode expands and becomes a larger part of the search landscape, a number of key questions remain unanswered – and they’ll have a big impact on how brands measure and manage performance:

AI Mode is Google’s boldest attempt yet to redefine what it means to search and "Ask Anything." For users, it’s a seamless, task-completing assistant. For marketers, it’s a new frontier – one that removes the familiar signposts of keywords, blue links and standard attribution.

The challenge now is clear: optimise not just for results, but for relevance inside a conversation. That means adapting content, tracking behaviour in new ways, and preparing for a SERP that’s as much about experience as it is about answers. Owning your brand identity and how you show up for consumers is the future of Search.