On May 20, 2025, Google unveiled AI Mode to the public, making it accessible to all U.S. users through Google Search Labs. They also announced that the features showcased at Google I/O would roll out nationwide in the weeks ahead.
Why is this such a pivotal moment for Search, and how is it reshaping Search Marketing?
Let’s break down what Google’s AI Mode is all about. But first, take a look at Google’s video below:
AI Mode as the Default Search Experience
If you paid close attention to Google’s announcements during this year’s I/O, you might have noticed the same trend I did: AI Mode is set to become the default search experience on Google.com in the near future.
Over the coming weeks, you’ll see a new tab for AI Mode appear in Search and in the search bar in the Google app.
Google has positioned AI Mode as the natural progression following the introduction of AI Overviews. These Overviews, first announced in May of last year, are now accessible in over 100 countries. Recently, Google expanded AI Overviews to Europe, which has already had a significant impact—most notably, a drop in organic click-through rates (CTR) for many businesses. However, Google reports that AI Overviews have also led to increased overall usage and engagement across its platform.
For marketers, I strongly recommend reviewing Kevin Indig’s comprehensive report on AI Overviews, available here. Kevin’s usability study highlights a key trend: while user attention remains focused on the top of the page (meaning users are less likely to scroll down to the organic search results), the decline in traffic to websites is both real and significant.
Traffic drain is real and measurable. Desktop outbound CTR can fall by two-thirds the moment an AIO appears; mobile fares better, but still loses almost half its clicks.
Reading through Google’s AI Mode announcement, it’s clear that the company aims to redefine the internet’s search landscape. Beyond becoming the default search experience, AI Mode introduces new features for users, including agent-based functionalities, enhanced shopping tools, and personalized context.
Personalization as the Future of the Search Experience
As SEO and marketing professionals, we’ve often faced challenges in tracking the influence of personalization on Google’s search engine results pages (SERPs). With Google’s latest announcement, personalization is set to reach an entirely new level.
Google now allows users to link their Google apps—starting with Gmail—to deliver a more tailored and individualized search experience. Why does this matter?
Google’s answers are set to achieve a whole new level of personalization, incorporating details like previous hotel bookings or suggestions we’ve made. As a user, I can’t help but wonder how Google plans to utilize past hotel bookings as a reference for future recommendations. What if I wasn’t particularly satisfied with a hotel I stayed at? How can I ensure Google takes that into account? :))
AI Mode vs AI Overviews vs Gemini – An Experiment
With all the recent updates, it’s easy to feel overwhelmed by the variety of AI tools Google has introduced. Currently, there are three main options:
- gemini.google.com: A platform for engaging with the different Gemini models.
- google.com: Features AI Overviews, integrated directly into search results, either above or within the organic listings.
- AI Mode: Available as a dedicated search tab on google.com.
While Google provides distinct interfaces for each of these “AI products,” I began to wonder: do the website links and citations remain consistent across all three tools, or do they vary depending on the product being used?
Here’s a quick self-experiment I conducted:
I performed 10 distinct search queries to determine whether Google displays the same set of links for AI Overviews, AI Mode, and Gemini. Here’s what I found:
My Personal Findings
What Did This Self-Experiment Reveal?
Adapting to Chat-Based Interfaces: As the internet and Search shift toward chat-driven AI interfaces, traditional website funnels are taking a hit. This means marketing teams must adapt and relearn strategies to remain effective in these evolving user environments.
Different UIs, Different Experiences: Each user interface functions uniquely, prompting us to rethink how we interact with and utilize Search. Google is steering users toward a more conversational approach. For example, Gemini and AI Mode are heavily dialogue-driven, while AI Overviews are integrated directly within the SERP. AI Mode feels like a hybrid, combining Gemini’s chat-focused design with the citation box style found in AI Overviews.
Decreasing CTR and Website Traffic: Click-through rates (CTR) and website traffic are likely to decline in AI Mode. Why? We’ve already observed lower CTRs in AI Overviews, and since AI Mode uses a similar design, it’s reasonable to assume the results won’t improve.
Google’s Engagement vs. Website Provider Challenges: While Google’s engagement and usage may increase (as they’ve suggested), helping it stay competitive against tools like ChatGPT, this poses significant challenges for website owners and providers.
What does this mean for AI Search Monitoring and OtterlyAI?
At OtterlyAI, we’re here to help marketing and SEO teams keep track of, understand, and improve AI search engines that are essential to their businesses. Right now, the most important AI search engines are:
- Google – with Google AI Overviews
- ChatGPT
- Perplexity
Why are these important? Google (Organic) is still the main source of organic traffic for many businesses. At the same time, ChatGPT is one of the most popular AI chat and answer tools, driving more and more referral traffic. While not as big, Perplexity is steadily growing its user base every month.
As Google updates its interface, AI Mode is likely to become the default search experience. At OtterlyAI, we’re ready for this change and will fully support AI Mode when it becomes the standard. For now, we’re focusing on what matters most to marketing teams: Google AI Overviews.
We’re also excited to share that support for gemini.google.com, a standalone AI search engine, will be launching in the next few weeks.
Sign up for OtterlyAI today to be among the first to benefit from these updates!