Google AI Mode: everything brands need to know

Google’s AI Mode is now live in the UK, and it could signal one of the biggest shifts in how people interact with search in years. This new update, powered by Google’s Gemini 2.5 model, introduces a more conversational way to search. Google AI Mode allows users to ask complex, layered questions and refine them in real time, creating an experience that feels closer to chatting with ChatGPT than using a traditional search bar. For users, it means a more intuitive way to find information. For brands, it’s a clear signal that traditional SEO tactics won’t work in isolation. Here’s what we know so far about Google AI Mode, our expert’s view, and what your brand should do about it.

A search experience built around conversations, not keywords

Tucked among the usual Google Search tabs (Maps, Images, etc.), Google AI Mode lets users ask complex, nuanced questions and receive in-depth, conversational responses. You can now follow up with more questions in the same session and get answers rooted in Google’s vast search index. Google describes it as their “most powerful AI search experience yet”. The goal? To move users away from robotic ‘keywordese’ and towards natural language questions. For example: “What should I consider when switching to a hybrid cloud model?” instead of “hybrid cloud pros and cons”.

Don’t ditch your SEO strategy just yet…

While the experience is changing, the foundations haven’t. Google says: “AI Mode is rooted in our core quality and ranking systems, and we are using novel approaches to improve factuality.” Translation: web content still powers AI-generated answers. Google (like ChatGPT, Bing Copilot, and others) needs high-quality, discoverable information to fuel its AI outputs. Meaning SEO is just as important as ever.

What you might be asking…

Can I see AI Mode now?

Not necessarily. It’s being rolled out gradually, and availability varies by account. If you want to explore now, use a VPN and set your location to the US.

How can we track performance in AI Mode or AI Overviews?

You can track impressions and clicks via Google Search Console, but only as part of aggregated data. There’s currently no filter for AI Mode or AI Overviews, though Google says it’s coming soon.

How should Google AI Mode influence our content strategy?

AI-generated answers pull from multiple highly relevant sources. To show up, your content needs to go deeper and broader, and always be aligned with what your audience actually cares about, not just generic keywords. That means:

• Building content around intent
• Answering real questions
• Covering pain points with clarity and authority

What does it mean for e-commerce brands?

Visual content is now mission-critical. Google’s AI-powered shopping assistant is driven by multimodal search, blending text and images to surface results. If you sell products, focus on:

• High-quality product images and videos
• Detailed, structured product content
• Schema markup
• Well-maintained Google Merchant feeds
• Trust signals like reviews and UGC

Where does Digital PR fit into this?

Smack in the centre. AI-generated results often reference trusted third-party sources. That means building category authority is non-negotiable. According to Lily Ray (on our podcast, no less), “Digital PR is now 1000x more important.” You need to earn your place as a go-to voice. Through expert opinion, strong data stories, and relevant media coverage.

How to stay VISIBLE in Google AI Mode and AI search

To help brands navigate this evolving landscape, we’ve built the VISIBLE Framework — a practical, strategic approach to SEO for AI search. VISIBLE stands for:

• Visibility: Optimise content for AI crawlability and indexing.
• Intent Alignment: Create content that directly answers user questions, reflecting conversational search patterns.
• Structure & Semantics: Use clear HTML and structured data for AI understanding of context.
• Informational Hubs: Build expertise with topical hubs around your core topics and develop pillar content.
• Brand Presence & Authority: Secure high-quality mentions and backlinks from reputable sources.
• Leverage First-Party Insights: Use first-party insights and content that is unique to your brand and your perspectives.
• Evaluation & Iteration: Continuously monitor and refine your strategy based on AI performance

Google AI Mode won’t kill SEO. But it is redefining what good SEO looks like. If your brand wants to stay visible as Google AI Mode reshapes search behaviour, you’ll need more than well-optimised pages and a handful of backlinks. Success now depends on intent-led content, technical excellence, and genuine authority across every touchpoint. That’s exactly where we can help.

Connect with the team

Want to learn how these insights affect your brand? Connect with our team.