Google has launched its most radical search change in over two decades, introducing AI Mode at Google Marketing Live 2025. AI Mode, now live across the US and UK, offers conversational, chatbot-style interactions alongside familiar blue links. For marketers managing customer journeys, this changes everything about how people discover and evaluate solutions.
Unlike AI Overview, which supplements traditional results, AI Mode takes things further. This update transforms Google into both a search engine and a conversational platform. Users aren't browsing websites anymore. They're having conversations with an AI system that:
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Breaks complex questions into multiple research streams
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Synthesises information from dozens of sources
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Provides follow-up questions for deeper exploration
Early data shows AI Mode users ask longer, more nuanced questions and expect comprehensive answers spanning multiple perspectives. For organisations where customers research extensively before purchasing, AI Mode is compressing the entire discovery process into a single conversation.
What makes AI Mode different from everything we've seen before
AI Mode employs what Google calls a 'fan-out method' for complex queries. Rather than answering questions with single searches, it automatically breaks sophisticated enquiries into multiple subtopics and searches each simultaneously. A customer question about "best electric cars for families" might trigger parallel research covering:
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Safety ratings
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Pricing
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Reviews
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Charging infrastructure
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Insurance costs
The interface encourages ongoing dialogue through suggested follow-up questions. AI Mode enables users to:
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Refine queries
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Request specific examples
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Explore particular aspects without starting fresh searches
This creates extended engagement sessions where customers might spend time exploring complex topics rather than bouncing between multiple websites.
AI Mode draws from vastly expanded sources compared to traditional search. According to Google, AI Mode can access high-quality web content, but also tap into fresh, real-time sources like the Knowledge Graph, info about the real world, and shopping data for billions of products, using its query fan-out technique. Your brand visibility now depends on your entire digital footprint, not just website performance.
Why marketers need to pay attention now
Research compassion is real
Modern purchase cycles rely on customers conducting extensive research before engaging with brands. AI Mode fundamentally alters this by providing comprehensive research assistance within a single interface. Customers can explore topics, compare approaches, and understand requirements without visiting individual websites.
This means customers arrive at your sales funnel later in their journey, having already formed opinions through conversational search. Content that previously captured early-stage researchers may generate fewer leads while still building brand awareness through AI citations.
Authority matters more than rankings
AI Mode's source selection process prioritises content that:
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Demonstrates clear expertise
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Provides specific data
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Connects to broader industry discussions
Traditional search ranking is heavily influencing visibility. However, AI Mode can surface insights from various sources based on relevance and authority rather than SEO metrics.
Businesses with genuine expertise may find their insights featured prominently even with modest search rankings. Furthermore, brands relying primarily on SEO techniques rather than substantive expertise may see reduced visibility.
Customer journeys are transforming
Customers no longer move in a linear progression through content funnels. Instead, they now engage in dynamic conversations, jumping between different challenge aspects based on AI-generated follow-ups. This requires comprehensive knowledge bases supporting various conversation paths rather than predetermined customer journeys.
How to optimise for AI Mode
Create conversation-ready content
AI Mode rewards content contributing to complex, multi-dimensional conversations rather than simple answers. Develop comprehensive topic clusters covering entire challenge areas from multiple angles. Instead of isolated articles, create interconnected content exploring how different expertise aspects address various customer challenge components.
Structure content with clear information hierarchies, making it easy for AI systems to extract insights while understanding broader context. Use descriptive subheadings, numbered frameworks, and logical progression. A clear structure enables AI Mode to cite specific points whilst maintaining a connection to overall expertise.
Build comprehensive authority
Establish a credible presence across industry forums, trade publications, speaking opportunities, and community discussions where AI systems gather expertise information. Create detailed case studies with specific examples and concrete data that AI systems prioritise when building comprehensive responses.
Develop original research, industry surveys, and data analysis, becoming part of broader market knowledge. AI Mode particularly values unique insights and proprietary research unavailable elsewhere.
Technical foundations remain essential
Implement schema markup clearly identifying expertise areas, case study details, and relationships between solution aspects. Optimise for entity recognition by using consistent terminology and establishing clear connections between related concepts throughout the content.
Fast loading, well-structured content rendering consistently across devices provides better experiences for customers clicking through from AI Mode conversations.
Measure differently
Traditional traffic metrics become less relevant when AI Mode contributes to the rise of zero-click searches. While website visits are reduced, there is potential for increased brand awareness. Monitor brand presence in AI Mode responses for key industry topics by regularly querying with typical customer questions.
The conversational future
AI Mode represents early stages of broader transformation toward conversational search across all platforms. Microsoft's Copilot, OpenAI's SearchGPT, and emerging AI discovery tools indicate conversational search will become increasingly sophisticated across customer research journeys.
Organisations succeeding in this environment embrace changes strategically whilst maintaining focus on fundamental principles. Customers still need solutions to complex challenges and value expertise, credibility, and practical guidance. AI Mode changes how customers discover and evaluate information. However, it doesn't eliminate the need for trusted advisors and proven solutions.
At CTI Digital, we're helping ambitious brands navigate this transition by combining technical expertise with strategic thinking about evolving customer discovery patterns. We view AI Mode as an opportunity to demonstrate expertise through new channels whilst maintaining human connections, driving sales success.
Your next steps
Begin by utilising Google's AI Mode to address complex questions your customers ask during sales conversations. Understand how comprehensive responses are structured and which sources get cited. Audit your content architecture to identify gaps where your expertise can contribute but currently doesn't appear.
View AI Mode as customer discovery evolution rather than marketing strategy disruption. Fundamental principles of providing value, demonstrating expertise, and building trust remain constant. AI Mode offers new ways to accomplish these objectives while reaching customers during research phases.
If you're looking to adapt your content strategy for AI-powered search, we can help. Our approach ensures your expertise reaches customers through conversational platforms like AI Mode. Our team specialises in developing comprehensive content strategies that build genuine authority while optimising for AI discovery.
Get in touch today to discuss how we can position your brand effectively.
