Google has always been the driving force behind how we search for and discover information online. Over the years, we’ve grown accustomed to typing a query into that familiar white box and receiving a curated list of ten blue links. But things are starting to change. And it’s not a small tweak or update. What we’re witnessing now is a fundamental shift in how Google delivers search results, one powered by AI.
If you’ve recently heard of something called Google AI Mode, you’re not alone. It’s still relatively new, but in our opinion, it’s poised to have one of the biggest impacts on digital marketing, user experience, and especially SEO, since the dawn of the algorithm itself.
So what exactly is Google AI Mode? Why is it such a big deal? And what does it mean for the future of your website’s visibility in search? We’ve been following the developments closely, and here’s our take.
Understanding Google AI Mode
Google AI Mode refers to the rollout of generative AI answers directly within the search engine results page (SERP). Think of it as an AI-powered assistant baked right into Google Search, providing synthesised answers at the top of the page. Instead of serving you a list of links to explore on your own, AI Mode uses Google’s Gemini model to read, interpret, and summarise information across the web and then presents that summary as a direct response to your query.
In theory, it sounds great. It saves time. It’s efficient. It gives you what you need without making you dig for it. And we have to admit, from a user standpoint, it can be incredibly helpful. You ask a question like “how do I prune a lemon tree” or “is it safe to take ibuprofen and paracetamol together,” and instead of browsing five or six different websites, you’re presented with a clear, concise answer right there on the page.
But here’s where things get complicated.
When Google provides the answer itself, users don’t need to click through to the original sources. The information is right there in the AI-generated summary, often with no incentive to engage with the websites that contributed to that content. From an SEO perspective, this changes everything.
What Makes AI Mode So Disruptive?
What’s most concerning for SEOs and site owners is the fact that traffic from Google’s AI Mode is, for the moment, virtually untrackable. According to a recent article from Search Engine Land, AI-generated answers in the SERP do not pass referral data. This means that if a user clicks from an AI snapshot to your website, assuming they even do, you won’t see it labelled in your analytics tools as traffic from Google. It will show up as direct or dark traffic, making it impossible to connect the dots.
We believe this could break a fundamental part of how we measure success in organic search. One of the cornerstones of SEO has always been attribution. We optimize content, rank in search, and monitor clicks and conversions from that traffic. If we can no longer attribute those actions to Google, then our ability to understand what’s working starts to crumble.
In our opinion, this could lead to a kind of “SEO blindness,” where brands are still receiving traffic and engagement but have no idea where it’s coming from. That makes it harder to justify SEO efforts to stakeholders. It makes it harder to allocate budget. And it makes testing and refinement far more challenging.
A Closer Look at the User Experience
One of the interesting things about Google AI Mode is that it fundamentally alters the user journey. Instead of conducting a search, clicking a result, and exploring a website, users are now presented with an answer directly within Google. It’s convenient, yes. But it also means that Google is no longer just a directory, it’s becoming the destination.
We think this raises important questions about content ownership and credit. If Google is synthesizing information from across the web and presenting it as its own answer, who gets the credit? Whose voice is being heard? And more importantly, whose content is being used to build these responses?
Some sources may be cited in the AI-generated response, but not always. And even when they are, the user still needs to make an effort to click through to the source, which is something many people simply won’t do. This devalues the original content creator’s work and reduces the chances of engagement with the source material.
In our view, this shift also begins to blur the lines between information and interpretation. When AI summarises a topic, it’s making choices about what to include and what to omit. That means users aren’t just getting raw data, they’re getting filtered, interpreted information, without context. That might work well for simple queries, but for nuanced or controversial topics, it opens the door for misunderstanding or bias.
How Should SEO Professionals Respond?
Let’s be honest, this isn’t the first time SEO has faced disruption. We’ve been through Panda, Penguin, Hummingbird, BERT, and more recently, the Helpful Content Update. But AI Mode feels different. It’s not just about penalising thin content or improving semantic understanding. It’s about changing the user’s relationship with the search engine itself.
We think SEOs will need to start thinking beyond traditional traffic metrics. If AI Mode reduces click-through rates and muddies attribution, then success will have to be measured in new ways. Brand visibility, awareness, and topical authority might become more important than simple pageviews.
There’s also a growing argument for optimising content not just for users, but for AI. That might sound dystopian, but it’s already happening. Writers and marketers are starting to ask themselves: how can I structure this information so that an AI model understands it and includes it in a summary? That might mean clearer subheadings, more concise explanations, and a stronger focus on credibility and trust.
We believe this could actually lead to better content overall. If creators focus less on keyword stuffing and more on genuinely helpful, high-quality information, then users ultimately benefit. But it does mean shifting away from the kind of tactical SEO that’s dominated for the past decade.
The Risk of Losing the Human Touch
While we can appreciate the efficiency of AI-generated answers, we worry that something important could be lost in the process: the human voice. Content isn’t just about answering questions. It’s about perspective, storytelling, and building trust. When Google becomes the speaker instead of the connector, those individual voices start to disappear.
That’s not to say all AI content is bad. We use AI tools ourselves and see their value. But when a search engine becomes both the question and the answer, we have to ask who gets to speak, and who gets to be heard. In our opinion, this is where content creators need to double down on authenticity. AI may be able to summarise information, but it can’t replicate lived experience, personal opinion, or emotional resonance. That’s still where humans have the edge.
What Comes Next?
We don’t have a crystal ball, but it’s clear that Google is committed to integrating AI deeply into its core products. AI Mode is already live for some users, and we expect to see it expand rapidly. If you’re not seeing it yet, you likely will soon.
As this happens, the pressure on marketers and SEOs will increase. Those who adapt quickly by focusing on content quality, building brand recognition and understanding the nuances of AI-driven visibility, will thrive. Those who cling to outdated SEO tactics may struggle to keep up.
We also think this is a moment where platforms like Google need to provide more transparency. If traffic from AI Mode is going to become a major source of engagement, then publishers deserve to see where it’s coming from and how it’s performing. Otherwise, the relationship between Google and the content creators who fuel its ecosystem could become strained.
Final Thoughts
Google AI Mode is not just another feature. It’s a new way of thinking about search. It challenges long-standing assumptions about how users find and interact with content online. It complicates the work of marketers and raises questions about data, ownership, and trust.
But like every major change, it also brings opportunity. In our view, this is a chance to reimagine what SEO means in a world where AI sits between the user and the content. It’s a call to return to first principles to create genuinely useful, human, and engaging content that stands out, not just to algorithms, but to real people.
So while we may be heading into uncertain territory, we believe that those who stay agile, stay honest, and stay focused on value will not only survive but thrive in the age of AI-powered search.
Contact us today to learn more about your Digital Marketing Strategies.
By Manesh Ram, Digital Marketing Specialist. Please follow @maneshram & Meta
