On July 28th, 2025, Google released their long anticipated ‘AI Mode’ in the UK, and it’s set to reshape the way that users search. Whether you’re comparing products or planning a weekend away, AI Mode can handle more detailed, multi-part questions and follow-ups - delivering a richer and more helpful experience. Built on Google’s Gemini AI model, this new development delivers a synthesised response pulled from multiple sources to generate a single response.
Particularly helpful for exploratory questions or more complicated tasks, Google has already found that AI Mode users are asking questions two or three times longer than traditional search queries.
So, what does this mean for the future of search?
What you need to know about Google AI Mode:
- Query fan out & follow ups: Using a custom version of Gemini (Google’s AI model), AI Mode uses a “query fan-out” technique. Essentially, when a user enters a search query/prompt, AI mode performs several queries simultaneously. The results returned to these queries are then summarised by Gemini 2.5 and delivered to the user with relevant links. Users can also ask follow-up queries and AI mode will retain context from previous prompts.
- Multi-Modal input: AI Mode allows multi-modal input, meaning that users can type, speak or upload images to ask questions and can receive responses in multiple different formats.
- AI-Powered Tasks: Users can ask AI Mode to perform tasks such as booking train tickets, contacting businesses or making reservations.
- Ads: Ads will be available in AI Mode (and AI Overviews) on desktop, rolling out to all devices later in the year.
- The results? Already Google has seen a 1.25% adoption of AI Mode across the roll out in the US and India. Sessions are typically 38% longer in AI Mode than in traditional search, and with 80+ million users having already accessed the tool, Google has confirmed plans for 20+ languages to be able to use the tool by the end of 2025.
What does AI Mode mean for brands?
So - what does this all mean for SEO keywords, for brands and for the future of search? Search trends are forever changing, so let’s recap what we know.
Measurement is changing.
- Google currently doesn’t provide data in Search Console or Google Analytics, meaning that AI Mode splits from traditional search.
- Zero click searches are on the rise, meaning this will likely result in a loss of initial traffic for brands.
Query fan out.
- The long-tail nature of search queries in AI Mode means answers will now be broken down into multiple sub questions, and users can ask follow-up queries since AI mode will retain context from previous prompts.
A multi-modal approach.
- As users can now type, speak or provide visual assets in their search journey, brands need to ensure that all assets are effectively optimised.
- To ensure crawling and indexing in search results, brands need to enable Google to access their content across all formats by meeting the correct technical requirements.
Optimising Ads.
- Google are expected to launch Ads in AI Mode but there’s no confirmed timeline from Google around this yet.
Preparing for AI Search: What can we do next?
Measurement
- Website traffic is likely to be negatively impacted by AI Mode.
- Whilst you cannot officially report on AI Mode data, you can filter your GSC data for queries 10+ characters. We can assume these are prompts for conversational AI queries.
Optimise assets
- Ensure multi modal assets are optimised and accessible to Google.
- Deliver against Googles technical requirements to ensure assets are crawled and indexed.
- Replicate the query fan out approach to supplement keyword research and content planning.
Test paid ads
- We are working closely with our US teams across dentsu to learn from the roll out of Ads in AI Overviews.
- Ensure content is optimised and accessible for AI features when they become available.
- Testing performance across Pmax and AIMax to test Google AI experiences.
Although we don’t yet know the impact that AI Mode will have on traditional search tactics, we know that it supports rich interactions and longer queries, and that we will see in fundamental shift in the way that users search. Moving away from short and isolated keywords, there will be a prioritisation of more natural, conversational prompts that mimic how we talk and think.
Although there might be a rise in zero-click searches, this will only make clicks more valuable as users will be better informed and further along in their research by the time they reach your site.
Now is the time for brands to re-think their SEO strategies, content formats and technical foundations. Investing in multi-modal content that puts the user first will be essential to staying competitive in this ever-evolving landscape. Visibility will become an increasingly critical metric in this new era of richer, more dynamic search interactions. Brands who optimise their assets, evolve their content strategies and prepare for AI-powered ad formats will be the ones who lead the way in this new search landscape.
If you’d like to learn more, don’t hesitate to get in touch.
