Google Launches AI Mode: What it Means for the Future of Search
Google’s AI search strategy finally makes sense to me. The company announced an upgrade to Gemini 2.0 this week, but the biggest news was the introduction of a completely new “AI Mode.”
Until now, AI Overviews (formerly the Search Generative Experience) have been frankensteined into the SERPs, creating a clumsy user experience. It’s safe to say this new AI Mode will address that and improve functionality.
In this blog, I’ll break down what we know about AI Mode and what it means for Google’s search strategy moving forward.
AIOs Haven’t Been Consistent
Sometimes AI Overviews (AIOs) show, and sometimes they don’t. Their visibility has fluctuated with great volatility.
If no AIOs are available for a query, users are left with no AI results at all.
This lack of consistency isn't ideal for a $2 trillion company trying to increase user engagement with its product.
Enter AI Mode.
Why AI Mode Makes Sense
AI Mode gives users the option to choose how they want to consume Google’s search results. The feature puts the power in the hands of the user and, more importantly, adds much-needed consistency to Google’s search experience.
With AI Mode, users can opt for AI-generated content if that’s what they prefer. For those who like more traditional search results, they can stick to what they know (AI Overviews may or may not be included.) More-so, users can select a “Web” option to remove all the AI results entirely.
While Gemini (formerly Bard) could provide AI-driven answers, it didn’t gain much traction as a search option. This new experience allows users to seamlessly move between AI Mode and traditional search. Google can maintain its traditional search functionality while also offering a strong AI experience.
In my opinion, this strategy gives Google a competitive edge in the AI search space.
Bon Voyage to the Half-Baked AIO Product
If you gave the Google AI team a full dose of truth serum, they’d likely admit they’ve trailed ChatGPT in the AI war. AIOs had to fit in above traditional search results and required awkward citations that failed to deliver the kind of experience competitors like ChatGPT or Perplexity.ai offer with true AI-driven results.
With AI Mode, Google gets its time to shine as a true AI destination where users can ask follow-up questions, see more visual cards, and create an experience that could rival competitors.
AIOs were a half-baked solution from the start, but AI Mode may be a clean slate.
Moving Forward With AI Mode
Will AI Mode take off? Time will tell, but I believe offering all searchers this option in a consistent fashion is Google’s best shot at making a real impact in the world of AI search.
Want to set yourself up for success in the highly competitive future of search? Reach out to our team for help with your strategy.
Meet the Author
Greg Finn
Greg is the Head of Performance and Innovation for Cypress North's digital marketing team and one of the founders of our agency. In 2010, he and Matt Mombrea started Cypress North in Buffalo. Greg oversaw the opening of our second office in 2022, located in his hometown of Rochester.
As Head of Performance and Innovation, Greg co-manages our digital marketing department and works closely with our team to ensure all our clients achieve the best possible results. He is always looking for ways to test new digital marketing techniques and technology, and oversees all teaching and training efforts to ensure our agency stays ahead of the curve.
Greg is also a co-host of our weekly Marketing O'Clock podcast, where he and the team provide updates, insights, and hot takes on the latest SEO, PPC, and social media marketing news. In addition to weekly news shows, Greg hosts our Marketing O'Torial digital marketing tutorials and often co-hosts bonus Marketing O'Talk episodes that bring together panels of digital marketing experts.
With nearly two decades of experience, Greg is a known and trusted voice in the digital marketing community. He’s a contributor for Search Engine Land, a member of the Search Marketing Expo (SMX) programming team, and has been a featured speaker at some of the largest search engine conferences, including SMX, eSummit, and Pubcon.
When he’s not working or staying updated on the latest trends, Greg enjoys watching his kids play sports and coaching their soccer team. He’s been named the runner-up “Greg of the Year” on Marketing O’Clock’s annual Clockscars Awards four years in a row. While the coveted award has evaded him for many years, Keanu Reeves has not. Greg once saw him at Gabriel's Gate tavern in Buffalo (and noted he was very tall.)
Related Resources
What AI-Driven Search Means for the Future of Publishers
Independent ad-supported publishers face a tough reality with Google’s AI Overviews and zero-click searches. Learn why Google traffic may not be the solution for long-term success.
Why I Changed My Mind About Using PMax
Google is constantly making improvements to Performance Max. Here’s why the former #1 PMax hater changed his mind and now recommends all marketers try this campaign type.
Improve Daily Budget Monitoring in Google Ads with This Simple Script
Managing Google Ads budgets isn’t easy. Here’s a free script you can use to make it less time-consuming and stressful.
How Much Are You Really Spending on Your Brand?
Branded spend can sneak up on you when you least expect it. Learn why you should be checking regularly and how to do it effectively.
Multiple Auctions for Different Ad Locations: What Advertisers Need to Know
Google Ads runs multiple auctions for different ad locations. Learn how this impacts Ad Rank, the changes to bidding, and why communication from Google remains unclear.
Google’s RSA Headlines & Sitelinks Update Makes Zero Sense
Google is starting to serve RSA headlines as sitelinks. Here’s what advertisers need to know and why this change makes no sense.
Google Ads Brand Guidelines: Simplifying Advertising and Reducing Fraud
The upcoming changes to brand guidelines will simplify advertising, reduce fraud, and improve account management. See how this may affect you as an advertiser.
The End of Navigation-Less Landing Pages in Google Ads
Google Ads now emphasizes the importance of navigation on landing pages. Learn why this change impacts your campaigns and how to adapt for better performance.
How To Replicate Video Action Campaigns with New Demand Gen Controls
See how Google’s new Demand Gen controls allow you to replicate Video Action Campaigns with channel-specific targeting, making the transition smoother and more effective for advertisers.
How to Succeed with Google PMax Negative Keywords
Google Ads is limiting PMax negative terms to 100 per campaign. Learn more about how to adjust your strategy and make the most of those limited terms.
Why Your Shopping Campaigns May Be Competing with Demand Gen & PMax on YouTube
Find out why your Google Shopping campaigns might show up on YouTube and how turning off the Search Partners Network can help improve targeting and performance.
How to Navigate Potential Bugs and Changes in Google Ads
Learn how to deal with bugs and changes in Google Ads with these practical tips for staying proactive, verifying rumors, and preparing for potential solutions to keep your account performing.
13 Digital Marketing Predictions for 2025
Top Industry Voices Share Their 2025 Digital Marketing Trend Predictions As digital marketers, we know a new year brings new goals, new opportunities for growth, and new challenges. But a new year also brings plenty of change. Whether it’s advancements […]
Google Ads Changes Double-Serving Policy: What To Watch Out For
A Google Ads policy change now allows multiple ads per query. Learn more about how this could impact branded search results and ad spending in 2025.
Let's Put a Stop to Google Page Annotations
Google's Page Annotations will direct some visitors away from sites and back to search. We’re calling for an end to this practice.
Choosing the Right Digital Marketing Career Path as a New Marketer
Learn more about the different career opportunities in digital marketing by exploring the roles of SEO and PPC specialists. Gain insights into key skills, tools, and strategies to help you determine the best path for your professional career.
Minimize Your PMax Stress: How To Make Google Performance Max Work For You
Hesitant to try Performance Max, or not sure how to make it work for you? Learn three different ways you can set up a Google PMax campaign to boost your ecommerce strategy.
6 SEO Tips & Tricks We Learned at WTSFest 2024 in Philadelphia
Three of our digital marketers recently picked up some new tips, tricks, and best practices at the 2024 Women in Tech SEO Festival. Learn more about what we learned and how we’re applying it to our work.
How to Create a Looker Studio SEO Report Without Paid Connectors or Expensive Subscriptions
Effectively Measure Organic Traffic Performance With an Easy-To-Create Dashboard Measuring organic traffic performance is a key part of SEO. But with so many different metrics available to track, it can be challenging to know what data to look at when […]
Google Ads Announces 3 Changes to Search Ad Creatives
Google Ads will be rolling out three changes this month to search ad creatives. We break down the three features, how to use them, and what marketers need to know.