Initially rolled out solely in the US in mid-June 2025, Google’s latest search function, AI (Artificial Intelligence) Mode, is now available on an opt-in basis, not only the US, but also the UK and India.
What is AI Mode?
In a bid to answer more “complex, longer and multimodal questions”, AI Mode is the latest development in Google’s mission to advance Search with technology that can make decisions, problem solve, and reason.
This recent update follows the introduction of AI Overviews just in May 2024 which was, according to Google, “one of the most successful launches in Search in the past decade”, but resulted in user demand for an end-to-end AI Search experience.
Announced as their most powerful AI search function yet, AI Mode was built with advanced reasoning and multimodality (the ability to process and integrate information from multiple types of data, including images, sound, and text all at once) to provide enhanced functionality and user experiences.
How to find it
Eager to try out AI Mode for yourself, but concerned you’ll have to sign up to Google Labs – the home of AI experiments? With no Labs sign-up required, either:
- Head straight to com/aimode, or
- Select “AI Mode” on the Google Search search bar
Key AI Mode capabilities
- Provides answers to more nuanced and detailed questions
- Allows for follow-up questions to increase interactivity
- Utilises the fan-out technique to identify subtopics and serve a wider range of content
- Can be engaged by users via text, voice, or images
- Uses models like Gemini 2.5 to provide synthesized answers from multiple sources
Potential impact of AI Mode on SEO
So, what does AI Mode mean for Search? With many businesses depending on Search to boost their online visibility, AI Mode could have a significant impact, potentially resulting in:
Loss of organic traffic
As more users gravitate towards AI-first interfaces like AI Mode, it’s likely that the amount of traffic being generated from traditional Search will naturally decline, subsequently impacting the number of organic sessions websites receive.
Drop in click-through rates (CTR)
With Google AI Mode delivering summarised, conversational-style answers directly in search, particularly for informational queries, there’s fewer reasons for users to actually click-through to websites, resulting in a decline of CTR rates.
Increased competition to appear in AI Mode responses
To capture the traffic that adopts AI Mode as their go-to Search tool, websites may turn their efforts to getting cited in AI responses. Crucially, this involves the creation or adaptation of existing content into information that’s easy to scan and repurpose, and follows Google’s E-E-A-T principles.
Aqueous Digital: At the forefront of search developments
At our award-winning digital marketing agency, our specialist team understands that search is an ever-evolving landscape. That’s why we’re committed to staying up to date with the latest search functions and their impact on SEO as a whole.
Keen to maintain your online visibility in light of AI Mode? Give us a call on 0800 285 1424 or email your enquiry to hello@aqueous-digital.co.uk to learn more about how can support the success of your business.
