Artificial intelligence (AI) is here to stay. No longer a promise, it has been consolidating for months as an integral part of our daily lives. Google, one of the major players in the development of AI-based technologies, has introduced AI Mode, a feature that aims to change the way we interact with products, especially in its search engine.
In this article, we’ll tell you exactly what Google’s AI Mode is, how it works, what the implications are for users and SEO professionals, and what we can expect in the future.
What is AI Mode?
AI Mode is a new user experience powered by generative AI. It was introduced during Google I/O 2024 as part of a further evolution of its search engine, the Search Generative Experience (SGE), also known as AI Overview, but this time with a more intuitive interface and more integrated, user-experience-focused functionality.
This mode will allow users to experience an improved version of Google’s search engine, where results are no longer just traditional links, but also AI-generated summaries, conversational responses, and sometimes virtual assistants that help resolve queries intuitively.
Where is AI Mode available?
Currently, it’s in an experimental phase and is only available in the United States for users who want to try out the Google Search Lab features. However, Google has already announced its intention to gradually expand this feature to more countries in the coming months.
How does AI Mode work?
When AI Mode is activated, users are presented with a slightly different interface than usual:
- At the top of the page, an AI-generated block will appear with a detailed and contextualized response to the query.
- This block contains information from multiple sources, links, or quotes, allowing for an optimized summary of the most relevant content.
- It also offers the ability to generate follow-up questions to further explore the search, which helps maintain a conversation with the searcher.
This experience aims to save the user time by eliminating the need to navigate through different pages and providing a more comprehensive overview of the topic being consulted.
What queries are best utilized in AI Mode?
While AI Mode can be activated for a variety of searches, there are certain, more complex queries where its usefulness is best reflected. For example:
- For comparisons of services or products
- For open questions
- Tasks that require synthesis or interpretation
AI takes on the role of content curator here, generating a richer response rather than just displaying a list of web pages.
How will AI Mode affect SEO?
This is the big question for companies, agencies, and web positioning professionals.
Lower direct visibility in the SERP
The goal of AI Mode is to present a significant portion of the answer directly on the results page. This can ultimately translate into fewer clicks to websites, especially if the generated answer is sufficiently comprehensive for the user.
Increased competition to appear in cited sources
When submitting a query summary, Google reserves a space to cite the sources of these summaries. Therefore, appearing as a reliable and well-structured source is more important than ever. Domain authority, content quality, and summary structure become more relevant.
Focus on conversational and value-added content
Content that has been based on keywords until now loses effectiveness if it lacks proper contextualization. Pages that answer questions and provide value will be more likely to be selected by AI as a useful source.
What opportunities does AI Mode open up?
While many may think that AI Mode is a threat to SEO, it can also become an opportunity if you understand it.
- Businesses can optimize their content for AI, improving clarity, depth, and structure.
- The possibility of creating content strategies focused on search intent opens up.
- Companies with reliable, well-explained content will gain more visibility in AI-generated summaries.
How to activate AI Mode?
You can only activate AI Mode if you have a Google account in the US and are part of the test group.
- Go to labs.google.com/search
- Sign in with your Google account
- Activate the SGE (Search Generative Experience) option
- Explore mode from the traditional search bar
What can we expect in the future?
AI Mode is undoubtedly a transformation that will mark a turning point in Google’s search engine. Furthermore, this feature is expected to evolve into a multimodal search experience. This means that AI will not only interpret text, but also images and videos.
For developers, content creators, or professionals dedicated to developing digital strategies, this means adapting to a new search model where AI is at the heart of the user experience.
Smart strategies for a smart searcher
It’s clear that Google’s AI Mode isn’t just an interface improvement, but a change that will define how we access information on the internet. As this new technology is introduced, it will be essential for businesses and professionals to adapt by prioritizing clarity, quality, and search intent.