With Google’s new AI Mode, search is becoming more conversational, providing users with detailed, structured responses rather than just a list of links.

For organisations that rely on search to connect with customers, this shift presents both challenges and opportunities. If an AI model determines the “best” answer and delivers it directly, other perspectives and alternatives may no longer reach users in the same way. The question is: how do businesses adapt?

Google’s AI Mode: A Shift in How We Search

Google’s AI Mode, powered by Gemini 2.0, is designed to handle complex, multi-step queries by providing synthesised responses rather than simply ranking pages.

One of the biggest changes is that users can refine their searches through follow-up questions, making the experience more interactive. Instead of clicking through multiple pages to find information, users are presented with an AI-generated summary that draws from a range of sources.

For organisations, this means search is no longer just about appearing at the top of results—it’s about ensuring content is structured and authoritative enough for AI to recognise and surface in its responses.

What This Means for Content Development

1. Content Needs to Be Clear and Authoritative

AI systems evaluate not just keywords but context, credibility, and clarity. Well-researched, structured content that directly answers questions is more likely to be prioritised.

2. Formatting and Structure Matter

Content that is well-organised, easy to interpret, and tagged with structured data will be better understood by AI models. Simple adjustments—such as clearly defining sections, using schema markup, and ensuring consistency—can make a significant difference.

3. Understanding Search Intent Is Key

AI doesn’t just match search terms—it interprets what the user is actually looking for. Content should aim to anticipate related questions and provide comprehensive answers. Otherwise, AI may pull from other sources to fill the gaps.

Opportunities and Risks in AI-Driven Search

Opportunities

More Direct Access to Information – If content is recognised as valuable, AI Mode can surface it directly, meaning fewer barriers between businesses and their audiences.

Personalised and Contextual Results – AI understands user intent in greater depth, offering organisations a chance to engage with the right audience at the right time.

More Conversational Interactions – Users are now able to refine and extend their searches, meaning businesses have an opportunity to provide deeper insights and expertise.

Risks

Reduced Visibility for Alternatives – If AI determines one “best” answer, competing options may not be presented to users, even if they could be a good fit in other circumstances.

Bias in AI Decision-Making – Search visibility may be influenced by factors beyond traditional SEO, such as AI’s training data and trust signals. This could mean some organisations see significant drops in traffic if AI favours other sources.

Fewer Discovery Paths – In traditional search, users browse multiple results to compare information. AI-generated responses may limit user exploration, reducing the opportunities for businesses to engage potential customers.

Adapting to AI-Driven Search

To stay competitive, organisations should consider the following:

Ensure Content is AI-Friendly – Content should be structured, clear, and authoritative, making it easier for AI to recognise and reference.

Establish Trust and Credibility – AI prioritises reliable sources, so businesses should focus on building domain authority through well-researched and high-quality content.

Expand Beyond Text-Based Content – AI-driven search incorporates multiple formats, including video, podcasts, and interactive content. Diversifying content strategies may improve reach.

Monitor Search Performance Closely – The impact of AI search is still evolving, so analysing traffic patterns and adjusting strategy accordingly will be essential.

Looking Ahead

The introduction of AI-driven search represents a fundamental change in how people find and engage with information online. Organisations that adapt by focusing on quality, structure, and relevance will be well-placed to navigate this shift.

Rather than thinking only about ranking in search results, the focus should be on creating content that AI trusts to deliver to users.

Is your organisation ready for the future of search?