Search is changing. Here’s how to stay ahead.
Google’s new AI Mode, launched initially in the US on the 20th May 2025, looks set to reshape how people use search. Instead of typing in a keyword and clicking through ten links, users can now get full, summarised answers, and even have Google take action for them.
For marketers, this is a big deal. It changes how people find your brand, engage with content, and make decisions online.
Let’s break down what AI Mode can actually do and why it matters to you.
Google now pulls data from over 100 sources and summarises it into one answer, instantly. Think of it as a report built by AI, shown right in the search results.
Why it matters:
Your site might be cited, but users may never visit it. Getting featured in these summaries is the new goal.
Point your camera at an object and ask a question. AI Mode will scan it and give you help.
For example:
Imagine you're out shopping and see a jacket you like. You can point your phone at it using Google Lens, and instead of just showing you similar images, AI Mode can:
Identify the jacket (or something very close)
Tell you the brand and price
Show you reviews and size availability
Let you virtually try it on
Suggest where to buy it, including delivery times and prices
Why it matters:
Visual content and image SEO are becoming more important. Keywords aren’t everything anymore.
AI Mode doesn’t just suggest, it acts. It can compare travel routes, find deals, and even book tickets.
Why it matters:
This turns Google into a personal assistant. Brands that rely on users “clicking through” will need to rethink their funnel.
Read our trends article on Super Agents to find out more about Agentic AI.
Google remembers what you like and adjusts results accordingly. If you virtually try on a pink jumper, expect more pink clothes in future searches.
Why it matters:
PPC and SEO strategies will need to be more targeted. Google’s AI is learning user preferences in real time.
AI Mode isn’t just a fresh interface. It changes how people interact with search and how brands need to show up. One of the biggest shifts is that users may no longer need to click through to websites to get answers. If search results now summarise the best content and surface it directly on the page, organic traffic could continue to decline, even if your content is still being cited. Your brand might be present, but not the destination.
Attribution just got clearer, but only recently. Google had a bug where AI Mode traffic was being labelled as “direct” instead of “organic” in Google Analytics. This was caused by a bit of code (rel="noreferrer") in AI Mode links that blocked proper attribution. Google has since fixed the issue, so going forward, AI Mode traffic should now appear correctly as organic.
However, if your site received AI Mode traffic between 20–28 May 2025, some of your reports might be skewed. Google also confirmed that Search Console will begin showing AI Mode data soon, so expect more clarity as this feature rolls out.
Content quality becomes more important than ever. Google will only pull trusted content into its AI responses, so brands must demonstrate E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. Producing clear, well-structured, and reliable content isn’t optional, it’s the new baseline for visibility.
Paid advertising could also change dramatically. AI Mode opens the door for smarter targeting and potentially better performance, but only if your ads are hyper-relevant. With fewer impressions and more specific placements, competition for those top slots will increase. The pressure is on to get creative, strategic, and fast.
With Google’s AI Mode rolling out, traditional SEO tactics aren’t enough. Content needs to be structured for machines. This means clear headers, concise copy, and clean formatting so AI can scan and summarise it quickly.
It’s not just about keywords anymore. Google is pulling in context from across text, images, and video, so your content needs to be richer and more complete. Traffic may drop, but that doesn’t mean impact has. Brands should track assisted conversions, engagement, and brand visibility beyond just clicks.
Short explainers, visual guides and FAQs are more likely to surface in AI summaries. And as users shift from searching to simply getting answers, your funnels and journeys may need to change too.
At Innovation Visual, we’re helping businesses stay ahead, building content that works for both people and machines. With the AI revolution, people’s behaviour is now changing, which will affect your digital strategy and how you get your business in front of the right audience.
We’re already adjusting strategies across SEO, PPC, and content to respond to these changes. Whether that’s improving structured data, testing new content formats, or refining targeting, our goal is simple:
Make sure our clients don’t get left behind.