Table of contents

• What is Google AI Mode – and how does it differ from traditional search?
• What is the difference between Gemini, AI Overviews and ChatGPT?
• How can marketers and digital strategists use AI Mode?
• What will be its impact on SEO and search visibility?
• How can you ready your content for AI Mode?
• Frequently asked questions
  

What is Google AI Mode – and how does it differ from traditional search?

Google AI Mode is a new feature within Google Search that uses generative AI to provide users with complex, comprehensive answers. Instead of showing a traditional list of links, this mode directly displays an AI-generated response at the top of the page, based on real-time web data, Google’s Knowledge Graph and other sources.

This mode lives in a separate tab within Google Search. What makes it unique is its interactive interface: users can ask follow-up questions in a chat window displayed in the search results. The AI model understands context and builds on previous input.

Behind the scenes, AI Mode runs on Gemini 2.5, a custom-trained foundation model, and uses techniques such as “query fan-out” to split a user’s query into sub-questions, allowing it to generate deeper and more precise answers.

What is the difference between Gemini, AI Overviews and ChatGPT?

Although AI Mode uses Gemini as its underlying model, the two are not the same. Gemini is the brain; AI Mode is its application. While Gemini can be used for a wide range of purposes (from coding to identifying images), AI Mode has been fine-tuned for search queries within Google.

AI Overviews, on the other hand, are static, AI-generated summaries at the top of a results page, with no interaction or follow-up possible. AI Overviews is mainly intended for straightforward informational searches.

ChatGPT runs on its own model and infrastructure. While it may seem similar, it doesn’t have access to Google’s real-time search data or its ecosystem.

Functionality	AI Mode	AI Overviews	Gemini (model)	ChatGPT
Conversational	✅	❌	✅	✅
Real-time web data	✅	❌	✅	❌
Integrated in Google	✅	✅	❌	❌
Follow-up questions possible	✅	❌	✅	✅

*ChatGPT has limited web access, and it isn’t connected to Google’s real-time search functionality.

How can marketers and digital strategists use AI Mode?

AI Mode is particularly useful for big-picture, complex or multi-layered search queries. Think of questions such as:

• “What are the best AI tools for B2B marketing in 2025?”
• “What does a content strategy for international scale-ups look like?”
• “Which advertising channels perform best for product launches?”

It can also serve as a real-time content research assistant: it can provide summarised insights about trends, competitors and buyer personas, including links to further sources.

And if your content is frequently cited in AI answers, your brand gains visibility even in the absence of actual clicks – a new form of authority in the era of zero-click SEO.

Is this better than ChatGPT, and if so, does this mean I no longer need it?

That depends on what you want to do. ChatGPT remains an excellent tool to brainstorm, produce internal analyses and generate content. AI Mode offers something different: a real-time, search-driven assistant directly connected to Google’s functionalities.

Anyone who wants to understand search behaviour or build SERP visibility should learn to use AI Mode. AI Mode complements ChatGPT; it doesn’t replace it.

Will Google AI Mode become the default search tool?

For complex or layered questions, yes. Google is positioning AI Mode as a companion layer on top of traditional search. The expectation is that more and more users will activate AI Mode to access deeper insights or context.

However, traditional search will continue to be used for quick, factual queries.

At present, AI Mode is optional: users have to enable it in in Google Search. In most countries where it’s been rolled out, it appears as an extra tab in the search results. Ai Mode is expected to be used more widely as Google integrates it more prominently, but for now, it remains a choice for users rather than the default option.

How will it impact SEO and search visibility?

The arrival of AI Mode doesn’t mean SEO is disappearing – it’s evolving. What is key now is being referenced rather than being ranked.

1. E-E-A-T matters more than ever

Only trustworthy sources are used to generate AI answers. This means:

• You should include the names of your content writers and their bios
• Share first-party data, experiences and case studies
• Reference independent data or research
  

2. Brand-based SEO makes the difference

Search engines use natural language processing and Knowledge Graphs to understand brands and brand relationships. This means you should optimise SEO for thematic completeness rather than just keywords.

3. Visualisation and structure increase your chances

Make sure to include:

• Images with alt texts
• Tables and lists
• Videos with transcripts
  

4. GEO structure and local data remain crucial

AI Mode integrates with booking platforms and local databases. Keep business details such as your name, address and phone number consistent, maintain your Google Business profile, and include links to booking platforms.

5. Zero-click SEO requires a new mindset

Even without clicks, you can still create value:

• Build brand recognition through citations
• Focus on content that AI can summarise as reliable
  

How can you ready your content for AI Mode?

Want your brand to remain visible in an AI-driven search environment? Then it’s time to future-proof your content:

• Restructure long-form blog posts based on semantics and focus on search intent
• Add writer bios and contextual information to every page (E-E-A-T)
• Optimise pages for multimodality (image, video, text)
• Monitor Google Search Console for impressions without clicks (!): a smart way to track your AI visibility and citations

Frequently asked questions

Has traditional SEO now become irrelevant? No. Traditional search will continue to be used, especially for simple queries. But AI-first search is quickly growing .

How can I check whether my content is showing up in AI Mode? Use tools such as Search Console, Rankshift.ai or manual sampling to identify citations in AI-generated answers.

Does AI Mode also exist for local search queries? Yes. It integrates with platforms such as Google Maps for booking and recommendations.

How does AI Mode handle branded search? AI Mode can summarise branded content or display third-party sources instead. It’s why your brand authority should be crystal-clear.

What if AI misrepresents my brand? Optimise your content for clarity and context. AI draws input from your pages, so the better you write, the lower the risk of misinterpretation. Don’t limit yourself to only written content . See this as part of your overall digital PR footprint – align your full range of online channels, even if this doesn’t immediately generate traffic.