Google AI Mode explained: The future of search for B2B marketing

In a nutshell: Google AI Mode

1. Definition: Google AI Mode is a standalone search mode within Google Search. Users explore topics in a dedicated workspace and receive AI-generated summaries synthesizing information from multiple sources, complete with citations and helpful links.
2. Differentiation: While AI Overviews provide short inline answers and ChatGPT functions mainly as a chat tool, AI Mode delivers detailed, source-backed search results with interactive dialogue and follow-up options.
3. Advantages: Users get comprehensive, cited answers and can ask further questions to explore complex topics. Visual panels support understanding and deeper research.
4. Disadvantages: Requirements for content and websites are increasing, and zero-click searches are on the rise. Not all features are yet available globally.
5. No-gos: Keyword stuffing, link spam, low-value content, and missing E-E-A-T signals lead to a loss of visibility.
6. Content strategies: Companies must create decision-enabling content that directly answers questions and includes tables, lists, and visuals. Texts should match the target audience and fulfill search intent.
7. Technical optimizations: Clear structures, schema markup, visuals, author profiles, and mobile optimization all help increase visibility.

With the rapid development of AI, today’s technology is driving major changes across industries. This also introduces new rules for the search world, as AI models process information differently than humans do.

For B2B companies, these changes can directly impact search visibility, website traffic, and ultimately conversion rates. Thanks to AI features such as Google AI Overviews, visibility on Google now depends less on keywords and more on trustworthy content, reliable data, and clear structure.

One innovation in particular is shaking things up — Google AI Mode, which could completely redefine how users search and interact with results. In this article, we explain what AI Mode is, how AI responses are generated, what challenges companies face, and which SEA/SEO strategies help you seize new opportunities.

Google AI Mode – what’s behind the AI overviews?

AI Mode is a dedicated search mode within Google Search that provides structured, AI-generated answers to your queries. Unlike traditional search, which focuses on single queries, AI Mode can handle multi-part questions and deliver comprehensive, synthesized answers.

Instead of displaying extra content above or beside search results, AI Mode operates in a separate workspace.

What makes it special?
In response to your search, you don’t just receive a list of links — you get a fully formulated AI answer with citations and related links. You can ask follow-up questions or refine your criteria to receive additional answers, allowing you to explore topics in depth — much like an interactive interview.

How it works: AI Mode powered by Gemini 2.5

Google’s AI Mode is built on the Gemini 2.5 model. During a search, the system breaks down your query into several subtasks. You can input queries via text, image (for instance, through your smartphone camera), or voice.

The AI performs several steps to generate results:

1. Intent recognition:
   The AI identifies the intent behind your query to improve accuracy. It classifies the question and may consider your region or personal context (e.g., past searches and data from Google apps like Gmail) to tailor the results.
2. Query fan-out:
   For complex searches, the AI divides your question into smaller sub-queries, runs them in parallel, and aggregates the key insights into a comprehensive response.
3. Content verification:
   Reliable sources are checked, content is evaluated, and conflicting information is compared. The goal: deliver the most accurate, source-backed answer possible.
4. Freshness check:
   The AI evaluates whether the information is current or outdated.
5. Result synthesis:
   The findings are combined into a structured summary, presented with citations and helpful links.

After presenting the results, Gemini 2.5 allows you to refine the search, click through to the sources, or continue interacting with the AI — a process Google calls follow-ups.

What features does Google’s AI Mode offer?

Special features await users in AI mode:

• Deep Search: Gemini 2.5 searches more thoroughly and for longer, asks clarifying questions and provides you with more detailed answers. The report can include detailed charts and tables, as well as citations with sources, saving you the need for individual searches. It is part of Labs and AI subscriptions.
• Search Live: You can use voice or image input for this feature. While you are talking to Search Live, for example, it runs in the background so that you can still operate other apps. You can switch on the camera so that the AI can perceive texts, images or the surroundings in order to refer to them when researching and answering.
• File upload: If you upload files (images or PDFs, other file formats are to follow), AI Mode can read content, extract key figures or compare statements for you.
• Shopping Graph in AI Mode: This function turns product searches and shopping into an experience. It can compare product data, reviews and the current prices of products and prepare everything in such a way that it is easier for you to make a decision. The icing on the cake, which will probably have the biggest impact on shopping behavior, is the try-on function directly from AI Mode. With the help of AI, users can try on styles virtually.
• Agent functions: The AI helps you to prepare bookings or reservations, for example – you have to do the last click. This not only saves time for companies, but also for private individuals. The Expedia Group’s Path to Purchase study revealed that travelers spend an average of 303 minutes researching travel content before booking.

Users can also personalize AI Mode so that it provides even more relevant information.

What does AI mode look like in web search?

The classic search results page gives way to a completely new view in AI Mode. Instead of the familiar list of blue links and webpages, AI Mode presents a synthesized answer to your query.
When you switch to this mode, your question appears at the top, followed by a formulated AI answer with clearly visible sources and additional links to the web.

To the right (or below), you’ll find follow-up questions you can click on directly. For suitable topics, visual panels display related products, features, diagrams, or images.
Google Ads may be integrated into the answer or displayed beneath it.

How can AI Mode be switched on?

You can activate AI Mode by clicking on “AI Mode” (or “KI-Modus” in the German version) in your browser or app.
You’ll often need to grant permission for microphone and camera access.
Please note that Google has not yet rolled out all functions in every country.

(If needed, insert a new image highlighting the AI Mode button with a border.)

Google AI Mode: Differentiation from other AI searches (AI Overviews and ChatGPT)

In addition to Google AI Mode, there are other tools on the market that summarize website content or search results into concise, AI-generated answers.
Unlike traditional search — where users have to visit multiple articles to gather information — these AI-driven tools provide direct, synthesized responses, reducing the need to click through several sources.

According to the ARD/ZDF Media Study 2025, 57% of Germans aged 14–29 use AI tools such as ChatGPT at least once a week.

When searching for specific information or content, Google AI Overviews often offer a quick and convenient alternative alongside ChatGPT.

What is Google AI Overviews?

AI Overviews are short AI-generated summaries displayed directly above the regular search results.
They highlight the key takeaway related to your query and include selected source links.

For B2B companies, optimize content for AI Overviews can significantly increase visibility and conversion rates, as users are more likely to click on these highlighted results than on lower-ranked links.

What is ChatGPT?

ChatGPT is an AI chatbot developed by OpenAI, based on large language models (LLMs).
It understands natural language input and generates relevant, context-aware responses.
Users can leverage ChatGPT for research, text drafting, idea structuring, and content reformulation.

Because many people now use ChatGPT as a partial or full replacement for traditional search engines, ChatGPT SEO — optimizing content for AI interaction — is becoming increasingly important.

Comparison table: AI Mode vs. AI Overviews vs. ChatGPT

Not every query is suited to every tool, and each system handles search intent differently.
The table below outlines when AI Mode, ChatGPT, or Google AI Overviews might be the better choice:

	Google AI Mode	Google AI Overviews	ChatGPT
Purpose	Work mode for in-depth research and decisions	Short answer in the SERP for a quick overview	General AI assistant for text tasks
Surface	Own mode/tab in Google Search	Display above Google search results	App/system from OpenAI or via integration
Interaction	Dialog with follow-up	Limited	Free chat
Input	Text, image file, video, audio	Text, image search if necessary	Text, image, audio
Source display	Yes + helpful links	Yes, sources	Optional
Search depth	High with additional optional deep search	Medium	Variable
File upload	Yes	No	Yes
Practical for…	ComparisonsComplex decisionsSpecific searches	Quick overviewInstructionsChecklists	Long chatsWorkflowsAPI connections

Advantages and disadvantages of AI mode

AI Mode is a groundbreaking innovation — but as with every new technology, it brings both opportunities and risks.
In the future, this mode will likely influence user behavior and significantly affect website traffic.

In particular, AI Mode may impact referral traffic from AI-powered search engines and large language models, as well as traditional organic traffic from standard search results.
Additionally, brand mentions in AI-generated answers are becoming increasingly important for visibility and credibility, even when users don’t click through to your website.

Advantages of AI Mode	Disadvantages of AI Mode
Conversations and follow-up questions possible User-oriented and personalized experiences Input via image, text, or voice More targeted search through contextual understanding Visual panels, comparison tables, and similar enhancements Integrated product search via Shopping Graph Capability to cover complex topics	Rise in zero-click searches Higher requirements for content sources and quality Possible misinterpretations (as with other AI systems) Non-transparent trigger logic Limited feature availability by region

What does AI Mode mean for online marketing?

For B2B companies, adapting content and search strategies is now essential to maintain digital visibility, generate traffic, and secure clicks.
As users increasingly rely on summarized AI answers rather than visiting individual websites, click-through rates (CTR) will inevitably change.

Visibility now means not only ranking well in search results — but also appearing within AI Mode responses.
Therefore, brand marketing becomes more critical than ever to ensure that your company remains visible and recognizable when AI-generated summaries mention or recommend it.

Simply including keywords will no longer drive traffic. Instead, content must be reliable, structured, and trustworthy — attributes that AI systems value highly.
This calls for a careful review and adaptation of your SEO and SEA strategies.

How to Win in AI Searches with Content Strategies

Creating helpful, trustworthy, and well-structured content is key to ranking well in AI-driven search environments such as AI Overviews and AI Mode.
By building content clusters for complex queries and organizing information to be easily accessible and indexable, companies can secure lasting visibility.

Strategies for AI Mode:

• Create helpful, people-first content that answers real user intent.
• Structure your site with content clusters for specific, complex, or seasonal queries.
• Use bullet points and lists to make information easy for AI to extract and display.
• Ensure all content is authoritative and properly cited.
• Tailor your tone and structure for conversational, AI-driven search formats.

In short: Focus on authoritative, structured, and AI-optimized content — combining clarity, depth, and trustworthiness.

SEO Strategies That Work with AI Models

1. Structure:
   AI reads differently than humans — it breaks content into smaller elements to extract meaning.
   A clear hierarchy using H1, H2, and H3 tags helps AI navigate your text.
   Add tables, comparisons, and lists to guide users and decision-makers efficiently.
   A robust SEO strategy incorporating these structures is now essential.
2. Questions and Instant Answers:
   Include relevant questions and answer them immediately within a few sentences.
   This improves both user experience and AI comprehension.
   FAQ sections are now critical components of effective content creation.
3. E-E-A-T and Quality Signals:
   Trustworthy websites are more likely to appear in AI-generated responses.
   Focus on Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T).
   Build credibility through author profiles, expert insights, real case studies, high-quality backlinks, and valid data.
4. Context:
   Always embed facts within a meaningful context.
   This improves understanding and increases your chances of being featured by AI models.
5. Sources:
   AIs favor content that is accurate and verifiable.
   Use studies, data, and primary sources and include a short list of references.
   This signals factual reliability — something AI Mode prioritizes.
6. Target Group Orientation:
   Make it clear who your content is for.
   Explicitly defining your target audience helps AI classify your text as relevant to the right people.
7. Search Intent:
   Keywords alone are not enough.
   Demonstrate deep understanding by addressing related subtopics and possible follow-up questions.
   For instance, after explaining a concept, add comparisons or implementation tips to cover intent more fully.
8. Natural Language and Readability:
   Both humans and machines prefer content that is clear and easy to read.
   Avoid long, complex sentences, heavy jargon, or unnecessary Anglicisms.
   Keep paragraphs short and language simple.

To measure success in AI Mode, look beyond traditional clicks.
Track brand mentions, visibility in AI summaries, and frequency of citations.
These metrics indicate how well your SEO strategy adapts to evolving search models.

Creating content that resonates with both humans and machines now requires intuition and precision.

No-Gos for Future Search Visibility

Avoid any practice that manipulates search engines or provides no value to readers.
These include:

• Keyword stuffing
• Superficial, generic content
• Outdated or inaccurate information
• Missing primary sources
• Poor text structure
• Link spam
• Neglected E-E-A-T signals
• Thin or duplicate content
• Slow page loading times

Such practices violate Google’s spam guidelines and can lead to ranking penalties.

Overview: Which Technical Optimizations Ensure Better Ratings by Search Engines?

Technical optimizations significantly influence both your search ranking and the likelihood that your content appears in Google AI Mode.
With the Google app now integrating AI-powered features, search has become more personalized and interactive.

To stay visible, you should:

• Optimize your website for mobile devices
• Implement structured data and schema markups
• Use multimodal content formats

Optimization for Mobile Websites

Around 86.3% of 16-74-year-olds used smartphones to access the internet — a trend that continues to grow in business contexts.
This means your website must be technically optimized for mobile use, as AI systems also evaluate pages by mobile performance.

Key aspects include:

• Responsive design for all screen sizes
• Intuitive, user-friendly navigation
• Touch-optimized buttons and elements
• Logical, consistent layout
• Fast loading times and smooth performance
• Improved Core Web Vitals metrics

Structured Data and Markups

Although AI models are increasingly capable of understanding text contextually, structured data helps them interpret pages faster and more accurately.
Using schema markup enables the AI to read, classify, and display your content more effectively.

You should also implement rich snippets to maximize visibility and improve user experience directly in search results.
Together, these elements enhance trustworthiness, click-through rates, and the probability that your content appears within AI Mode responses.

Multimodal Content

Multimodal content combines various formats — text, images, graphics, videos, and audio.
It can also include visual search, powered by tools like Google Lens, which allows users to search using images or their camera for real-time, contextual results.

This approach increases dwell time and boosts your visibility across multiple search types.
Be precise with captions, alt texts, and metadata — they help both AI and users interpret your content correctly.

Checklist: Ready for Google AI Mode and the search queries of tomorrow?

Want to make your company visible in AI Mode?
Use this checklist to ensure you stay focused on the essentials:

• Texts fulfill search intent and offer added value
• Questions and immediate answers in the text
• FAQ area
• Comparison tables for decision-making
• Figures, data and facts with primary sources
• Clear structure and scheme
• Images and videos with clear labeling
• Author profiles
• Mobile-First Design
• Good results in Core Web Vitals KPIs
• Avoiding the no-gos

Conclusion: Google AI Mode Marks a Paradigm Shift in Search

AI is fundamentally transforming how people find information online.
The shift to AI Mode represents a move from linear search funnels to dynamic, conversational interactions.
As search engines adopt new evaluation criteria, visibility, traffic, and conversions are all being redefined.

To stay competitive, companies need a future-proof marketing strategy — one that aligns SEO, SEA, and AI-driven content creation.
Agencies and SEO experts can help businesses leverage this change and make the most of the opportunities AI-powered search now provides.

FAQ: The Most Important Questions About AI Search and AI Mode

Since when has Google AI Mode been available?

AI Mode originated from Google’s SBU experiments and AI Overviews (2024) and was first introduced as a Labs experiment on March 5, 2025.
The official rollout began on May 20, 2025, in the U.S., followed by global activation in October 2025, covering over 40 countries and 35+ languages. You can see where AI Mode is available at Google.

How does Google AI Mode differ from normal Google Search?

AI Mode is a separate mode alongside standard search.
Instead of a list of links, users receive a formulated AI answer with visible sources and can ask follow-up questions or refine the query.
It can also generate reports, comparisons, and pros-and-cons lists for complex topics.

Which content does artificial intelligence prefer?

AI favors fact-based, verifiable, and clearly structured content with primary sources and visual context.
Keyword stuffing and vague claims no longer work — precision, transparency, and updated data are key.

Is Google AI Mode available in Germany?

Yes. Since October 2025, AI Mode has also been available in Germany.
Activate it in the app or via the “AI Mode” button in Google Search.
Note: some advanced functions are still rolling out gradually.

How can your company perform better in Google AI Mode?

To increase visibility:

• Provide clear, data-driven answers
• Use tables, checklists, and comparisons
• Keep information up to date
• Include FAQ sections and author profiles
• Add meaningful graphics with alt tags
• Maintain excellent technical SEO performance

Partnering with an experienced SEO agency can help design the right strategy for sustainable traffic growth.

What does AI Mode mean for Google Ads?

AI Mode displays Google Ads directly within or below the AI answer area.
Both AI Max and broad match campaigns are eligible for integration.
No new campaign type is required — these formats naturally adapt to the AI-driven environment.

How do follow-up questions work in AI Mode?

Follow-up questions continue seamlessly within the same conversation.
AI Mode remembers context and criteria, suggests clarifying questions, and refines results dynamically.
You can modify your request via text, voice, or image input.

Does Google AI Mode prefer longer or shorter texts?

Neither.
The AI evaluates quality over quantity — focusing on relevance, clarity, structure, and factual accuracy.
Concise, precise writing consistently outperforms long, unfocused content.

Will AI Mode replace Google AI Overviews?

No, Google itself said in March 2025 that AI Mode and AI Overviews will coexist.
AI Mode functions as a separate search mode, offering deeper interaction, while AI Overviews continue to summarize results above standard listings.
Each serves a distinct purpose, complementing rather than replacing one another.

References

Google. (2025, October 02). Gemini models | Gemini API. Google AI for Developers. URL: https://ai.google.dev/gemini-api/docs/models?hl=de

Google. (2025). Get AI-powered responses with AI Mode in Google Search. Google Support. URL: https://support.google.com/websearch/answer/16011537

Google. (2025, July 24). Try on styles with AI, jump on great prices and more. Google Blog – Products ‘ Shopping. URL: https://blog.google/products/shopping/back-to-school-ai-updates-try-on-price-alerts/

Expedia Group. (2023). The customer journey: how travelers plan and book online. Expedia Group – Market Research & Insights. URL: https://partner.expediagroup.com/de-de/resources/research-insights/path-to-purchase

ARD/ZDF. (2025). ARD/ZDF Media Study 2025: Basic presentation. URL: https://www.ard-zdf-medienstudie.de/getFile.php?from=globalInformation&id=29

Google. (2025, March 5). Expanding AI Overviews and introducing AI Mode. Google Keyword Blog. URL: https://blog.google/products/search/ai-mode-search/

Google. (n.d.). Get AI-powered responses with AI Mode in Google Search. Google Support. URL: https://support.google.com/websearch/answer/16011537

Google. (n.d.). Spam guidelines for Google search. Google Search Central. URL: https://developers.google.com/search/docs/essentials/spam-policies?hl=de (accessed October 14, 2025)

Eurostat. (n.d.). Urban-rural Europe – digital society. Statistics Explained. URL: https://ec.europa.eu/eurostat/statistics-explained/index.php?title=Urban-rural_Europe_-_digital_society