Google launches a new search revolution with AI Mode: Here’s how to lead it

Google's new AI Mode is possibly the biggest change in search technology we've experienced in over a decade. Remember when we mocked users who typed full questions or poetic sentences into the search bar, instead of using short, keyword-rich phrases? It turns out they were ahead of their time, already operating in the conversational search future. 

This isn't just another minor update that subtly expands paid ad space; Google’s AI Mode  fundamentally changes how users engage with search results. Instead of delivering lists of links, it creates a more dynamic, conversational experience. For brands, this requires a complete rethinking of their digital strategy to stay visible and relevant.  

I've been working in SEO for 16 years and I can say with confidence that we are witnessing a new revolution in search, this time for real. Past updates like Google Panda, Penguin and Medic Update mostly impacted how websites were ranked, often without the end user noticing. AI Mode however, impacts everyone, users and SEO professionals alike. 

What is Google AI Mode?

Google Search officially introduced AI Mode in the United States on May 20, 2025, and it continues to expand worldwide via AI Overviews. At its core, AI Mode integrates Google's advanced Gemini AI directly into the search experience. Instead of traditional keyword search results, users receive dynamic summaries, interactive content and smart follow-up suggestions.

Robby Stein, Google's VP of Product, emphasizes that AI Mode allows users to ask complex, visual questions, effectively merging Google's Lens visual search capabilities with Gemini’s AI power. Nick Fox, head of Google's knowledge products, in a LinkedIn post describes AI Mode as the ‘future of search’ because it reasons and connects ideas rather than simply retrieving facts.  

AI Mode Changes Search through “query fan-out”

One of the most important shifts in AI Mode is the way it processes search queries. AI Mode introduces ‘query fan-out,’ breaking down complex search queries into smaller questions. Google’s Deep Search technology runs hundreds of these in parallel, synthesizing results into coherent, detailed responses within minutes.

Beyond improved query handling, AI Mode also significantly upgrades Google's ability to understand what users really mean when they type or speak a query. Using advanced semantic understanding and neural networks like BERT, AI Mode comprehends the intent behind complex, natural language queries, delivering far more precise and relevant responses.

AI Mode's presentation of results also differs dramatically. Instead of standard links, it provides integrated, synthesized answers that include paragraphs, bullet points, comparisons, and interactive visualizations, making results far more engaging.

Conversational and Multimodal Search

AI Mode brings a new level of interactivity. Users refine and expand their queries in an ongoing dialog, often submitting much longer, more detailed prompts. This reflects a shift toward exploratory search behavior.

Search is now multimodal, supporting text, voice, and image inputs. Users can upload photos and ask context-specific questions, creating immersive experiences. AI Mode can also perform tasks like booking tickets, filling forms, and using personal data (e.g., from Gmail) to personalize responses.

SEO Visibility is Changing Fast

Traditional SEO tactics like ranking high on the search results page no longer guarantee visibility. Now, it’s about whether your content is cited in Google's AI-generated responses. If it doesn’t, it risks becoming invisible.

Early studies show that a website's traditional organic visibility and pixel ranking can now drop dramatically (by more than 1,200 pixels) due to AI-generated results taking top positions. 

Analytics also poses challenges since Google Search Console doesn’t yet separate AI Mode metrics, although Google has confirmed that AI Mode reporting will be coming to Google Search Console soon.

What AI Mode Means for Brands

Brands that have relied heavily on organic search traffic must act fast. Visibility in AI Mode is essentially binary: you're either cited clearly in Google's response or effectively invisible. This significantly increases the pressure to produce authoritative, comprehensive content designed explicitly to be cited by Google's AI.

Impact on Shopping and Services Businesses

E-commerce is being reshaped by AI-powered shopping features that offer personalized product discovery, advanced filtering, and interactive shopping experiences, such as real-time price tracking and virtual try-on functionalities. 

Leveraging Google's Shopping Graph, which tracks over 50 billion product listings updated constantly, AI Mode delivers highly personalized experiences.

Similarly, AI Mode significantly changes how services businesses operate online. Users can now easily complete tasks such as booking appointments or reservations automatically through AI Mode. Additionally, it provides detailed comparisons, visualizations, and personalized recommendations based on past behavior, enriching the consumer experience.

What Brands Should Do Now to Adapt to AI Mode

To succeed in the AI Mode era, brands must fundamentally shift their digital and content strategies. Here are immediate, practical steps brands should prioritize:

• Earn Citations in AI Responses: Produce high-quality, authoritative content specifically aimed at being referenced directly by Google's AI.
• Prioritize Structured Data: Clearly structure your site with schema markup for key information like products, FAQs, local businesses, and services to help Google's AI understand your content better.
• Target Conversational Queries: optimize your content to answer detailed, natural-language questions thoroughly and engagingly.
• Design AI-Friendly Websites: Ensure your website supports interactions by Google's autonomous agents, such as form submissions, transactions, and overall navigation.
• Strengthen Your Digital Presence: Maintain accurate and consistent brand information across multiple online platforms including social media, review sites, and industry forums.
• Monitor and Adapt Quickly: Keep an eye on changing traffic trends, user engagement, and conversions, responding swiftly to insights and shifts caused by AI Mode.

Why Brands Need To Act Now

Google’s AI Mode significantly alters the landscape of digital search and SEO. Brands that respond swiftly by prioritising comprehensive, conversational content and structured data will be well-positioned for success. 

At Jellyfish, we’ve built a powerful suite of platforms and strategies to help brands navigate this evolving landscape. Our Share of Model™ platform reveals exactly what large language models are saying about your brand, while Share of Search maps its visibility across both traditional and AI-driven engines. Backed by Digital PR and SEO expertise, we help your content not just appear but lead in citation-worthy in AI-generated responses. 

In this new conversational and interactive era of search, Jellyfish helps brands move faster and smarter in setting the standard.