Google has officially launched Google AI Mode, an expansion of its Google Gemini AI Overview. This isn’t just another Google AI update – it’s a major shift that integrates AI as a core part of Google search.
When you perform a search, you’ll now see ‘AI Mode’ alongside the usual tabs like ‘Images’ and ‘News’. Think of it as a built-in AI-powered search engine, working much like ChatGPT or other generative platforms, but seamlessly inside Google.
In this blog, we’ll explore what the new Google update means for marketers and how you can adapt your strategies to stay ahead.
Why Google has embraced AI
Over the last few years, Google has faced pressure as users increasingly turn to AI-powered search engines and even social media platforms for information. The rise of ChatGPT, Perplexity and TikTok search has shown that audiences want faster, more conversational answers.
By launching Google AI Mode, Google is aiming to reclaim dominance in the search landscape. Since users were already searching for other AI tools through Google, the company’s strategy is simple: keep users inside its own ecosystem by offering an equally powerful AI experience.
The result? More in-depth AI Overviews embedded directly into Search Engine Results Pages (SERPs) and a tighter integration of AI into everyday search.
What’s new in the Google AI Update?
The introduction of Google AI Mode comes with several new features that marketers need to understand. Here are the highlights of this new Google update:
1. More AI Overviews in SERPs
- Previously, Google surfaced a single AI Overview at the top of results. Google AI Mode delivers multiple overviews, expanding the type and depth of information shown.
- This makes Generative Engine Optimisation (GEO) more critical than ever. GEO ensures your content answers questions in a way that AI-powered engines (like Google’s AI Mode) can cite. Read more about this in our GEO blog.
2. Personalised and contextualised search results
- This new Google update has improved SERPs by including more personalised content for the user. This keeps users on Google and helps them find what they are looking for quicker.
- For marketers, this means doubling down on long-tail keywords and crafting content that resonates with specific audience needs. Personalisation is no longer optional – it’s essential.
3. Visual and voice search improvements
- Enhancements to Google Lens and voice search align with this Google AI update, making search more visual and conversational. While smaller changes, these improvements are part of Google’s broader strategy to create an AI-driven, user-first experience.
What Google AI Mode means for marketers
So, what does this new Google update mean for digital marketing strategies?
GEO + SEO are now equally important. Traditional SEO still matters, but marketers must embrace Generative Engine Optimisation (GEO). Content should go beyond keywords – it must be relevant, answer questions, demonstrate authority and be insightful.
With Google AI Mode, personalisation plays a bigger role in SERPs. Collecting and leveraging first-party data (through cookies, CRM systems and user insights) ensures your site is matched with audiences who share interests and intent.
To conclude
The launch of Google AI Mode signals a turning point in search. With AI-powered search engines and Generative Engine Optimisation growing in influence every day, marketers must adapt now to avoid falling behind.
By investing in GEO, leveraging personalisation and staying on top of the latest digital marketing updates, you can position your brand to thrive in the era of AI-driven search.
Want to optimise your strategy for Google AI Mode? Get in touch with us today – let’s make sure your brand is part of the conversation in the new search landscape.
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