Google AI Mode is now used by more than a billion people, fundamentally changing how we interact with the world’s most popular search engine. In fact, this revolutionary feature has led to a 10% increase in search activity for queries displaying AI Overviews in major markets like the U.S. and India.
With this in mind, we want to introduce you to Google’s search AI mode, a feature that exists as an extra tab on your normal search bar and as new functionality within your search results. The Google AI search engine uses a sophisticated “query fan-out technique” to better break down your questions, including an ability to identify and process multiple searches simultaneously. Essentially, meet AI Mode – Google’s full generative search experience that marks the official end of traditional search as we knew it.
In this article, we’ll explain everything you need to know about this search mode transformation. We’ll explore how AI Mode generates cohesive, full-page responses that synthesize information, directly answer questions, and often include visuals and suggested next steps. We’ll also discuss why experts predict search engine volume will drop 25% by 2026, with search marketing losing market share to AI chatbots and other virtual agents.
What is Google AI Mode and why it matters
AI Mode represents a fundamental shift in how we search for information online. Unlike traditional Google search that requires precise keywords, AI Mode accepts natural language questions and provides comprehensive answers. Early testers are already using queries 2-3 times longer than traditional searches, showing how quickly users adapt to this new paradigm.
A shift from keyword search to intelligent answers
For 25 years, Google trained us to find information with minimal input. Now, AI Mode is redefining that interaction by encouraging more fluid engagement. Instead of relying on keywords, you can pose complex questions in plain language, mirroring natural expression. The system then intelligently organizes information with easy-to-digest breakdowns, doing the heavy lifting for you.
How AI Mode fits into the evolution of Google Search
AI Mode evolved from Google’s earlier AI Overviews feature, which provides AI-generated snapshots at the top of search results. However, user research revealed people wanted more predictable AI responses and were intuitively asking longer, more complex questions. Currently, AI Overviews are used by over 1.5 billion users monthly, driving more than 10% increase in usage for queries where they appear.
Meet AI Mode: A new way to explore information
At its core, AI Mode uses a “query fan-out” technique—breaking down your question into subtopics and issuing multiple queries simultaneously. This approach allows Search to explore the web more deeply than traditional searches, helping you discover hyper-relevant content.
Powered by a custom version of Gemini 2.5, Google’s most intelligent model, AI Mode brings together advanced capabilities with Google’s information systems. Furthermore, it supports:
- Multimodal interactions (text, voice, and images)
- Conversational follow-up questions
- Access to real-time data sources like Knowledge Graph
- Integration with shopping data for billions of products
While AI Mode doesn’t always get everything right, Google shows web search results when confidence in the AI response isn’t high enough. Consequently, this balance ensures you get helpful information regardless of query complexity.
How Google AI Mode works under the hood
“Powered by Gemini 2.5, this new interface moves beyond AI Overviews by introducing a persistent, conversational assistant that blends AI-generated insights with traditional search results.”
— Search Engine Journal, Industry-leading search marketing publication
Beneath Google’s sleek AI Mode interface lies a sophisticated system powered by cutting-edge technology. Let’s explore what makes this search experience possible.
The role of Gemini 2.0 and 2.5 in AI Mode
AI Mode operates on a custom version of Gemini 2.5, Google’s most advanced thinking model. This specialized variant brings multi-step reasoning capabilities directly into search. Unlike earlier models, Gemini 2.5 can reason through its thoughts before responding, significantly enhancing accuracy and performance. The model analyzes information, draws logical conclusions, and incorporates context at unprecedented levels.
What is query fan-out and why it matters
Query fan-out represents AI Mode’s most revolutionary advancement. This technique breaks down complex questions into multiple subtopics, simultaneously issuing numerous related queries across different data sources. Notably, when you ask something like “find creative indoor activities for energetic 4 and 7-year-olds on hot days,” the system conducts several parallel searches that would typically require multiple manual attempts.
Multi-step reasoning and real-time data integration
During this process, AI Mode doesn’t just retrieve information—it thinks. The system develops a plan, conducts searches, adjusts based on findings, and synthesizes results. Additionally, it integrates fresh data from Knowledge Graph, product databases, and real-time sources, creating comprehensive answers impossible with traditional search.
How follow-up questions are handled
One of AI Mode’s standout features is context retention. After receiving an initial response, you can ask follow-up questions without restating your original query. For instance, after getting suggestions for indoor activities, you might ask, “Which of these can they do alone?” The system maintains conversational context throughout.
Visual and multimodal responses explained
AI Mode accepts multiple input types:
- Text queries for standard questions
- Voice inputs via the microphone icon
- Images through integrated Lens capabilities
The system can analyze visual content, identify objects, and answer questions about what it sees. This multimodal approach makes AI Mode particularly valuable in countries like India, where voice and visual searches are among the most popular globally.
Key features of AI Mode every user should know
Exploring AI Mode’s practical features reveals powerful tools designed to transform your search experience. As Google continues rolling out new capabilities, here’s what you need to know about the most impactful functions.
Conversational search and context tracking
AI Mode remembers your previous queries, maintaining conversational context throughout your search session. Unlike traditional search, you can ask follow-up questions without restating your original query. This natural dialog feels more like speaking with an assistant than typing isolated keywords. Moreover, the system can seamlessly continue conversations even while you’re using other apps, creating an uninterrupted search experience.
Deep Search for complex queries
When tackling particularly challenging questions, Deep Search elevates AI Mode’s capabilities to expert level. This feature can issue hundreds of simultaneous searches, reason across diverse information sources, and create comprehensive, fully-cited reports in minutes. Subsequently, these detailed responses save hours of manual research, delivering insights similar to formal academic reports.
AI-powered shopping and virtual try-ons
AI Mode transforms online shopping through integration with Google’s Shopping Graph, which contains over 50 billion product listings refreshed hourly. The standout feature is virtual try-on technology that allows you to visualize billions of clothing items on yourself by uploading a single photo. Additionally, the agentic checkout feature can track prices and complete purchases when items meet your budget criteria, using Google Pay to securely finalize transactions.
Live visual search with your camera
Search Live integrates your smartphone camera with AI Mode, enabling real-time visual conversations about what you’re seeing. First, tap the “Live” icon, point your camera at an object, and ask questions verbally. The system responds with AI-generated audio answers and relevant web links. Throughout this interaction, you can switch between voice and text inputs as needed.
Personalized results using your Google data
AI Mode can deliver hyper-relevant suggestions by connecting to your Gmail account (with permission). For instance, when planning weekend activities in a new city, the system analyzes your past restaurant bookings and searches to recommend dining options near your hotel. This personalization creates a more tailored search experience based on your preferences and history.
AI agents for booking and task automation
Project Mariner’s agentic capabilities now integrate with AI Mode to automate complex tasks. Specifically, when searching for tickets to sporting events, the system can analyze options across multiple sites, handle form completion, and present suitable choices while you maintain control of the final purchase. These AI agents dramatically reduce the time spent on routine online tasks.
What AI Mode means for users, creators, and the web
“Links were the last redeeming quality of search that gave publishers traffic and revenue. Now Google just takes content by force and uses it with no return, the definition of theft. The DOJ remedies must address this to prevent continued domination of the internet by one company.”
— Danielle Coffey, President and CEO of the News/Media Alliance
Google’s search AI Mode is reshaping the entire digital ecosystem, creating winners and losers across the web. This transformation extends far beyond user experience to fundamentally alter how content creators operate and how information flows online.
Impact on SEO and organic traffic
Studies consistently show AI Mode and AI Overviews reduce click-through rates to websites. According to multiple third-party analyzes, these features lead to significant drops in organic traffic. One study found AI Overviews alone contributed to a 10% growth in search queries on Google, yet simultaneously reduced site traffic. Another report identified a concerning trend: zero-click searches increased from 24.4% in March 2024 to 27.2% in March 2025. First and foremost, SEO professionals must recognize that success now depends on being referenced within AI responses rather than merely ranking well.
Trust, transparency, and citation challenges
AI Mode presents accuracy concerns that impact user trust. Despite Google’s efforts, responses sometimes contain misinformation—from harmless oddities like suggesting users “glue pizza and eat rocks” to dangerous advice like treating appendicitis with mint tea. Nevertheless, Google addresses these challenges through their AI principles framework, emphasizing safety, privacy, and security. For content creators, this means rigorous fact-checking is essential as AI citations determine brand visibility.
Privacy concerns and personalization trade-offs
When using AI Mode while signed into your Google account, the system saves your searches, AI responses, feedback, and location data for up to 18 months. Furthermore, connecting Gmail allows AI Mode to personalize results based on your email content. According to Google’s policy working paper, they employ “privacy-by-design” approaches with data minimization techniques. Yet users must weigh enhanced personalization against potential privacy implications.
How to adapt your content for AI-first search
To succeed in AI-powered search:
- Focus on creating unique, valuable content that demonstrates E-E-A-T (Expertise, Experience, Authoritativeness, Trustworthiness)
- Ensure good page experience with fast loading, mobile optimization, and clear content structure
- Support text with high-quality images and videos for multimodal success
- Use structured data markup that matches your visible content
- Consider metrics beyond clicks—engagement duration and user satisfaction matter more in AI-first search
How to track AI Mode data in GSC
Tracking how AI Mode affects your website traffic is now possible through Google Search Console (GSC). As of recent updates, Google has officially integrated AI Mode data into GSC Performance reports, allowing site owners to monitor how this new search feature impacts their metrics.
First, it’s important to understand that AI Mode data isn’t isolated in GSC. Instead, Google includes these interactions within the existing ‘Web’ search type in the Performance report. This means clicks, impressions, and positions generated from AI Mode are baked into your overall performance totals. Currently, there’s no separate filter or segment specifically for AI Mode traffic, which makes isolating this data challenging.
Google clearly defines how different metrics are counted within AI Mode:
- Clicks: Any click on an external link in AI Mode counts as a click in Search Console
- Impressions: If your page appears in Google’s AI response, it counts as an impression
- Position: Calculated just like standard search results, with each component inside AI Mode (link cards, image blocks, carousels) having its own position
Importantly, whenever users ask follow-up questions in AI Mode, Google treats each as a new search. All clicks, impressions, and positions from these follow-ups are attributed to the new query, not the original one.
In contrast to experimental features in Search Labs, AI Mode data is now part of live Search Console reporting. Understandably, this integration requires a shift in how SEO professionals analyze traffic patterns.
A noteworthy insight from Google is that clicks from search results pages with AI features tend to be higher quality. Indeed, users are “more likely to spend more time on the site” after clicking from AI-enhanced results. To comprehensively track this quality aspect, consider pairing GSC data with Google Analytics to monitor metrics like time on site and conversion rates.
Altogether, while the lack of segmentation presents analytical challenges, this integration provides valuable insights into how AI Mode is affecting your site’s visibility and traffic quality.
Conclusion
Google AI Mode undoubtedly marks a watershed moment in how we interact with search technology. Throughout this article, we’ve seen how this powerful tool breaks down complex queries, generates comprehensive responses, and adapts to conversational follow-ups. Powered by Gemini 2.5, this system fundamentally changes the search landscape for both users and content creators.
Most importantly, understanding AI Mode’s capabilities allows us to benefit from its strengths while recognizing its limitations. Users can now enjoy more natural interactions, multimodal inputs, and personalized results. Content creators, however, must adapt their strategies accordingly, focusing on demonstrable expertise and structured data that AI systems can effectively reference.
The impact on web traffic patterns cannot be ignored. Publishers face significant challenges as zero-click searches continue to increase. SEO professionals must therefore look beyond traditional metrics, paying attention to engagement quality rather than just click volume.
Privacy considerations remain equally significant. Users should weigh the benefits of personalization against the data they share when connecting Google services. This balance varies for each person based on their comfort level with data collection.
Google Search Console now provides ways to track AI Mode’s impact, albeit integrated with regular search metrics. These tools give website owners valuable insights despite the analytical challenges they present.
Google AI Mode represents the future of search – already here and rapidly evolving. Whether we embrace it enthusiastically or cautiously, this technology will continue reshaping how we find, consume, and create online information. The users who best understand its mechanics will benefit most from its capabilities while avoiding potential pitfalls.
FAQs
Q1. What is Google AI Mode and how does it differ from traditional search?
Google AI Mode is a new search experience that uses advanced AI to provide comprehensive answers to complex questions. Unlike traditional keyword-based searches, it accepts natural language queries and generates cohesive responses, often including visuals and suggested next steps.
Q2. How does Google AI Mode process search queries?
Google AI Mode uses a “query fan-out” technique, breaking down complex questions into subtopics and issuing multiple queries simultaneously. This allows for deeper exploration of the web and more relevant results, powered by Gemini 2.5, Google’s most advanced AI model.
Q3. What are some key features of Google AI Mode?
Key features include conversational search with context tracking, Deep Search for complex queries, AI-powered shopping with virtual try-ons, live visual search using your camera, and personalized results based on your Google data (with permission).
Q4. How does Google AI Mode impact website traffic and SEO?
AI Mode can reduce click-through rates to websites, as it often provides answers directly in search results. This has led to an increase in zero-click searches, requiring SEO professionals to focus on being referenced within AI responses rather than just ranking well in traditional search results.
Q5. Is Google AI Mode available worldwide?
Currently, Google AI Mode is available in the US and only in English. However, AI Overviews, a precursor to AI Mode, is available in countries where Search Labs is accessible. Google is likely to expand AI Mode’s availability in the future.
