It all started with OpenAI’s ChatGPT, and many companies have begun riding the AI train since. Google included.
From Search Generative Experience to its rebrand, AI Overviews, now, the search engine giant is experimenting with a new SERP feature that will radically change how search works.
Introducing: AI Mode.
Google’s latest experiment, AI Mode, isn’t just another tweak to the SERP like AI Overviews.
It’s literally removing the 10 blue links in favor of AI-generated content produced by a supercharged Gemini model capable of deeper reasoning and smarter comparisons, allowing it to fully answer complex and nuanced queries without users ever clicking a single link.
It’s really good. Kudos to Google.
While AI Mode favors the majority of searchers who just want quick and concise answers, for SEOs, this isn’t evolution but a disruption.
As Google pushes toward a zero-click, AI-driven search experience, many content creators and marketers will be left wondering: If Google answers everything while referencing only a select few, who still needs our websites?
I’m all for progress and maximum user experience, but AI Mode threatens to reduce even some of the best-optimized pages to invisible contributors in a summarized box, and it’s scary.
We’re no longer fighting for first position. We’re fighting to be included at all.
That said, is this the death of SEO we’ve all been fearing? It might be. But we’re getting a little ahead of ourselves.
What is Google’s AI Mode?
AI Mode is an under-development feature that takes the capabilities of AI Overviews several steps further by replacing the entire SERPs with AI-generated content.
That means no more traditional blue links, and the only links featured are the ones Google’s algorithm has selected as relevant for the specific query.
Since it is powered by Gemini 2.5, AI mode is better equipped to receive complex and nuanced questions and generate AI responses that combine advanced reasoning, comparison, and real-time information from across Google’s index.
Unlike traditional search, AI Mode leans heavily into a zero-click experience, where users are encouraged to stay within the AI interface rather than visit external websites.
A search bar is provided at the very bottom of the AI Mode screen for follow-up questions. This means sending a new query builds on your established conversation and doesn’t start your search journey from scratch.
While Google still features a handful of resources in its responses, much like AI Overviews, user clicks become optional, not essential.
AI Mode vs. AI Overviews: What’s the Difference?
Before we explore the differences, let’s look at the similarities first.
Similarity number one: AI Mode and AI Overviews are both built on Gemini 2.5, which means they have a better understanding of human reasoning and linguistic nuances. This helps them generate far more accurate responses to queries.
Similarity number two: AI Mode and AI Overviews cite relevant sources to their AI-generated content, adding a layer of factuality to back up their responses.
And that’s as far as their similarities go. Now let’s look at their differences:
Difference number one: AI Mode is always present.
AI Overviews don’t always appear in searches, especially when researching something too niche or very simple. In fact, Google shows the AI snapshot only when its system determines that a generative response would be helpful. This makes them very unpredictable.
Conversely, AI Mode is more predictable since it is a dedicated tab found alongside All, Images, Videos, News, and whatnot. Google promised to show AI Mode as frequently as possible, but for questions in which it has low confidence, it might revert to showing a set of search results.
Difference number two: AI Mode has better reasoning capabilities.
While both are built on the same Gemini 2.5 engine and apparently use the same ranking system, AI Mode is better refined to improve its reasoning using novel approaches.
This potentially makes it a better choice to answer more debatable or open-ended questions and navigate polarizing topics with more reasoning.
Difference number three: AI Mode addresses queries more comprehensively.
AI Mode uses what Google calls the “query fan-out” technique.
In other words, aside from addressing your primary query, the machine will also look at related searches surrounding the same topic. This makes their response more holistic, covering way more ground than AI Overviews or traditional searches ever could.
This also means you are less likely to dig deeper into the topic since AI Mode will have covered everything there is to know about. But in case you have something else in mind…
Difference number four: AI Mode has a dedicated search bar for follow-up questions.
Unlike traditional search, where every fresh query takes the search journey back to square one, AI Mode has a retention feature. That means it will retain previously discussed topics if you have a follow-up question.
The experimental feature has a dedicated search bar at the very bottom for any follow-up questions you might have. This makes your inquiries sound more natural and conversational, and less like a librarian as in traditional search.
Now, you might be thinking, “Follow-up questions? Cute. Doesn’t ChatGPT already do that?”
Well, true.
The only difference is that AI Mode has direct access to the breadth of knowledge and real-time information across Google’s index, something ChatGPT has yet to have.
While AI Mode is in its infancy, AI Overviews might already see some improvements during this experimental season.
Google CEO Sundar Pichai said in an interview with Lex Fridman that AI mode is part of a “continuum,” where features that work well will eventually “overflow” into AI Overviews and the main search experience.
This implies that AI Mode is not a test. It’s the future, just arriving in pieces.
How Will AI Mode Change How People Use Google?
As far as user experience is concerned, AI Mode is a massive leap toward better search experience for people.
Instead of going through several blue links to get your query satisfied, or painstakingly starting the conversation from scratch every time you search on Google, AI Mode answers everything in one fell swoop.
It even gives you the freedom to ask some additional questions on the same subject without forgetting what you’ve already established in the preceding search.
Google’s UX Research Director, Claudia Smith, said AI has been naturally redefining how people use search, from using shorter queries (in the past) to asking longer, more complex questions (in the present).
They expect the same trend to happen once AI Mode is rolled out globally:
Personally, AI Mode is a step in the right direction, from a user standpoint.
From an SEO perspective, it’s honestly a mixed bag. As an SEO myself, I can’t help but wonder what kind of future awaits our industry amid all these rapid changes, especially with search.
Do I blame Google? No. But AI Mode will put many SEOs out of work, especially those who specialize in cutthroat markets, but are paired with less popular websites.
What are the SEO Implications of AI Mode?
AI Mode could either be a really good thing or an especially bad one, depending on who you’re asking.
For users, it could be the best thing ever because it makes searching more convenient and accurate than ever before.
For SEOs? Let’s just say the fight for visibility just got a little more intense.
Now we’re no longer just vying for user attention, but also praying that Google’s AI systems see and feature our website on its generative snapshot.
Here are a few implications of AI mode on SEO:
1. Reduced organic clickthrough rates
One of the most immediate and concerning SEO implications of AI Mode is the potential for significantly reduced organic clickthrough rates.
AI Mode marks a clear shift from traditional search behavior. Instead of having to read the generative snapshot from AI Overviews and scanning organic links for answers, AI mode spoonfeeds information to users—summarizing, comparing, and explaining on their behalf.
With highly detailed, synthesized answers right on SERP, the need to visit external websites practically becomes zero (although Google decided to keep that option open through links to references and helpful resources).
This brings us to #2…
2. Declining organic traffic despite visibility
Even at the early stages of AI Mode, it’s clear as day that search visibility will be contingent on two things:
- Users clicking the source pages referenced by the AI Mode
- Users opting out of AI Mode and explore traditional search results pages
Both are unlikely.
After all, why would users even bother when the machine tells them everything and more.
What does this mean?
For content creators and site owners, AI Mode lowers the chances of attracting traffic, even if their content is being cited or referenced. And in a world where visibility doesn’t guarantee visits, ranking alone won’t be enough.
Once AI Mode becomes the norm, publishers risk becoming invisible contributors by fueling Google’s AI answers without seeing a return in the form of user sessions or engagement.
For many websites, this could mean a steep drop in organic traffic, meanwhile for SEO professionals, a fundamental rethinking of what “search engine optimization” even means.
3. Marginalization of blue links
For now, AI Mode is still an experimental feature within Google’s Search Labs. The standard SERP still includes AI Overviews, organic blue links, and familiar search packs, which means users may still explore links if the generative snapshot proves unsatisfactory.
However, once AI Mode takes center stage, the traditional blue link format could lose its schtick in how users interact with search.
And that’s a very bad thing.
In a zero-click environment, users will no longer feel the need to scroll through or click individual results even if they are listed. This is especially true as AI responses become more accurate and satisfying. Organic links will become nothing more than background noise.
4. Disincentivization for small publishers
Google claims there isn’t anything special we can do to increase our chances of ranking on AI Overviews, except the usual SEO essentials. But it seems like killer content is not enough to earn your keep on the generative snapshot.
Ahrefs recently discovered that branded backlinks, branded anchors, and branded search volumes are among the biggest factors correlating with AI Overview mentions.
Now, if you’re a small website with a limited budget for link-building and only has good content to offer, your chances of making it on AI Overviews is slim to none. How much more for the AI Mode?
The marginalization of organic links and prioritization of big websites could disincentivize smaller sites to keep creating high-quality content.
What for, if visibility will be concentrated on larger, more authoritative sites frequently cited by Google’s AI?
Without measurable ROI, be it traffic, conversions, or leads, many businesses may find SEO no longer worth the investment.
5. Information monopoly risks
Imagine if #4 actually happens. Say, smaller websites ditch SEO to pursue other marketing facets that give them a fair shake at attracting traffic and encouraging conversions.
This could not only spell a huge decline in SEO content publication, but it can even put Google’s entire informational ecosystem in jeopardy.
In perpetuity, if small publishers stop creating content and only the big, often-referenced websites continue publishing, Google’s entire index could be at risk of being monopolized by a select few.
That is, Google acts as the gatekeeper and only a handful of dominant sources shape what billions of people see, read, and trust.
Just food for thought.
6. Greater demand for structured, clear, high-authority content
AI Mode would take a toll on many websites primarily focused on SEO. That much we can be sure of. However, that doesn’t mean it’s smart to ditch organic search visibility entirely.
With AI mode pulling data from multiple sources to generate answers, only the most well-structured, topically authoritative, and well-linked content will make the cut. While being featured on the AI summary does not ensure traffic, it’s better than not being cited at all.
To be referenced, your content needs to be clear, organized, and easy for machines to understand. But structure alone isn’t enough, Google’s AI leans heavily to sources backed by relevance and citations, so make sure to set an effective link-building mechanism in place.
Additional word of advice: diversify your marketing channels!
Is this the Death of SEO We’ve Been Fearing?
The phrase “death of SEO” has been thrown around countless of times before, and each time, SEO has adapted and survived.
However, AI Mode feels too different.
It’s not just another update. It’s a fundamental shift in how people interact with search.
Given people’s natural proclivity toward speed and convenience, having to do fewer clicks and less reading is a blessing. Unfortunately, this also means the role of websites and SEOs could change dramatically, and for the worse.
Still, it is too soon to tell.
We’ve weathered paradigm shifts before, and we might again. What’s clear is that we’re entering a new era.
SEO isn’t dead yet, but it is already evolving into something else (AI Mode) and we haven’t even fully deciphered it’s old form yet (AI Overviews).
What are your thoughts on this?