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Google has always been synonymous with search. However, in 2025 it took a bold step: launching Google AI Mode, a feature that turns your search box into a real artificial intelligence assistant.
It's worth noting: this isn't the first time Google has incorporated AI into search. In 2024, it introduced "AI Overviews"—those summaries that appear at the top of traditional results, before the list of links. Google AI Mode is different: it's a new dedicated tab that opens an exclusive search mode, bringing complete answers to the center of the screen and displaying the main results on the side.
This new development represents a fundamental shift in how people will find, consume, and interact with information online. While previously the battle was to be among the first links on the SERP, now the battle will be to be within Google's AI response.
What is Google AI Mode and how does it work?
Objectively:
Google AI Mode is a unique search mode that uses artificial intelligence to generate complete, contextual, and conversational answers, displaying them in a separate tab from the traditional SERP.
In practice, it works in layers:
- Intelligent Summaries (AI Overviews): the basis of AI Mode, which generates direct syntheses from multiple sources.
- Follow-up questions: the user can continue the conversation without restarting the search.
- Multimodality: in addition to text, it understands images, photos and even voice queries.
- Gemini Model + Query Fan-Out: AI breaks the search into subqueries, searches multiple sources, and then reconstructs the answer.
- Exclusive interface: When activating AI Mode, the user sees the answer centered and the reference links only on the side.
In short: if AI Overviews were the first step, AI Mode is the complete immersion in the search for AI.
“Google AI Mode is a feature that transforms search into an interactive experience, offering comprehensive answers generated by artificial intelligence.”
How Google AI Mode Impacts User Behavior
When someone searches for "best marketing automation software," they no longer need to visit five different websites. After all, AI Mode provides a consolidated overview, with recommendations, pros and cons, and supporting links on the side.
This means:
- Fewer direct clicks on websites for simple queries.
- More trust in Google's AI as an information intermediary.
- More conversational search, in which the user deepens his query step by step.
Therefore, this convenience is great for the user, but it requires companies to radically change their digital strategy.
“The main impact of Google AI Mode is the reduction in clicks on traditional links, as many answers are now delivered directly by AI.”
The Impact of Google AI Mode on SEO and Digital Marketing
If Search Engine Optimization (SEO) was already competitive, it's now even more strategic. Especially since traditional organic traffic tends to decline, as many answers will be provided directly by AI Mode.
Some critical points:
- Classic SEO still matters. Technical structure, keywords, backlinks and performance remain fundamental.
- “Summary” content gains weight. Clear lists, tables, FAQs, and subheadings increase the chance of your site being cited by AI.
- EEAT (Expertise, Experience, Authoritativeness, Trustworthiness). Google will prioritize content with authorship, reliable references, and digital authority.
- Changes in ads. Google is already testing integrating ads into AI Mode, in hybrid and conversational formats.
First of all, SEO isn't over; it has evolved into the AI context, requiring clarity, reliability, and structure.
“SEO didn't end with Google AI Mode — it evolved into a model that prioritizes authority, trustworthiness, and clarity of information.”
How to prepare your company for Google AI Mode
Here are the strategic steps to adapt your digital presence:
- Strengthen traditional SEO: In this sense, you must ensure fast, secure and well-structured websites.
- Produce structured content: So, use subheadings, FAQs, lists, and straightforward summaries.
- Reinforce authority: Therefore, have experts author articles, use external sources and real cases.
- Invest in in-depth content: Comprehensive and comparative guides are more likely to appear as a reference.
- Diversify channels: Therefore, expand your presence on LinkedIn, newsletters, podcasts and don't rely solely on Google.
- Monitor metrics: Then, evaluate the impact on traffic as AI Mode expands.
In short, companies that adapt early will be within AI's responses, not invisible to the user.
“To appear in Google AI Mode answers, you need to produce clear content, structured with subtitles, questions, and lists, and signed by experts.”
Opportunities and risks for B2B companies
To B2B companies, like those that make up our ideal customer profile, Google AI Mode brings risks and opportunities:
Opportunities:
- Be cited by AI as a trusted source on technical topics.
- Reinforce digital authority by appearing in responses.
- Educate the market and attract more qualified leads.
Risks:
- Reduction in organic traffic from basic queries.
- Invisibility for companies that do not produce structured content.
- Loss of space to more digital competitors.
Therefore, whoever sees this change as an opportunity will have a competitive advantage.
"Companies that prepare for Google AI Mode can turn the change into a competitive advantage, generating authority and attracting qualified leads."
Conclusion – The revolution has already begun
Google AI Mode is already being implemented in several countries and is expected to arrive in Brazil soon. Therefore, companies that adapt now will be ahead of the curve when the change takes hold.
The secret is not to fear transformation, but embrace it strategicallyThe future of search will be increasingly AI-driven, and those who position themselves early will reap the rewards.
Is your company ready for Google AI Mode? Request a quote free SEO diagnosis with Vero Contents.
FAQ – Frequently Asked Questions about Google AI Mode
What is Google AI Mode?
It's a Google-exclusive mode that uses AI to generate complete answers in a separate search tab, with supporting links on the side.
What is the difference between AI Overviews and AI Mode?
AI Overviews are summaries within the traditional SERP, while AI Mode is a dedicated tab with an immersive search experience.
Will Google AI Mode kill SEO?
No. SEO remains essential, but it's evolving to prioritize clarity, authority, and content structure.
Is Google AI Mode available in Brazil yet?
Still expanding, but already in more than 180 countries — Brazil should be included soon.
How to appear in AI Mode?
Producing reliable, structured content written by experts, focused on becoming a reference in its sector.
Image: Freepik
Marcel Castilho is a specialist in digital marketing, neuromarketing, neuroscience, mindfulness and positive psychology. In addition to being an advertiser, he also has a Master's degree in Neurolinguistic Programming. He is the founder, owner and CEO of Vero Contentes and the offline agency VeroCom.
