Google’s announcement of AI Mode at its developer conference on 20 May 2025 marked a defining moment for the internet economy. Powered by the company’s next-generation Gemini 2.0 platform, it represents the biggest change to search since Google first launched. And its impact reaches far beyond technology, impacting digital commerce, content creation, and customer acquisition strategies that have driven business success for nearly three decades.
Analysts describe this shift as the start of the “machine web”: a phase where artificial intelligence becomes the main interface between people and information. Previous updates to search influenced how users behaved; with AI Mode, Google is changing the very foundation of how information is organised and delivered. Holding nearly 90% of the global search market as of March 2025, Google’s transition to AI Mode will change how most people access information online.
Mapping the Shift in Search
Unlike AI Overviews, which simply add to traditional search results, AI Mode replaces the familiar “10 blue links” entirely. Instead of sending users to multiple websites, it delivers summarised answers directly in search, so users no longer need to click through to find what they’re looking for. AI pulls together information from multiple sources to provide comprehensive responses right within Google’s interface.
The technology goes far beyond text. AI Mode is multimodal, letting users combine voice, text, and images to tackle more complex queries. This means you could photograph an object and receive detailed analysis, or conduct follow-up conversations that build on previous searches.
The Evolution of Search Engines
Early data from AI Mode’s implementation suggests significant shifts in website traffic patterns. Research from Bain & Company shows that 80% of consumers now rely on AI-generated results for at least 40% of their searches, leading to a 15–25% drop in organic web traffic. This mirrors trends seen during the AI Overviews rollout, where having an AI Overview in search results corresponded with a 34.5% lower average click-through rate (CTR) for the top-ranking page.
The impact varies across different content categories and business models. Google search impressions are up 49% year-over-year, but CTRs are down 30%, according to new data from BrightEdge. While overall search activity increases, the distribution of resulting website visits becomes increasingly concentrated among organisations that successfully adapt their content strategies.
Building Authority in an Era of AI
The rise of AI-driven search has created what analysts call a “citation economy,” where visibility isn’t about ranking position but about being included in AI-generated responses. Wikipedia, YouTube and Reddit are the most frequently cited platforms, making up 15% of links in summaries.
Where traditional SEO focused on chasing top spots for specific keywords, the new approach asks organisations to position themselves as the go-to sources in their fields. AI favours content backed by documented expertise, cited references, clear methodologies, and solid data. A niche blog with detailed case studies, for example, can outperform major media outlets on its specialist topic.
Brand authority is shaped over time, not just by immediate traffic. When AI consistently references specific organisations as sources, it strengthens credibility and positions them as trusted voices in the market. This advantage, however, accrues only to those that have firmly established themselves within AI training datasets and citation networks.
Adapting Strategy for AI Search
Organisations moving through this transition need to balance short-term actions with longer-term strategy. For SEOs working with AI Mode, a crucial first step is resetting leadership expectations around traffic. Traditional metrics are becoming less relevant, so clear communication about what success looks like in this new environment is essential.
Content strategy also needs to evolve. Structured data is key to helping AI understand your content, while showing real expertise through detailed case studies and measurable results is becoming increasingly important. Quality now matters more than quantity. Google will only serve trusted content in its AI responses, so brands need to demonstrate experience, expertise, authoritativeness, and trustworthiness (E.E.A.T).
While Google Search Console tracks AI Overviews and AI Mode touchpoints, SEOs can’t currently see whether impressions or clicks come from traditional search, AI Overviews, or AI Mode. Organisations will need to develop new metrics and attribution models to make sense of AI-driven interactions.
Diversification is becoming essential. Relying solely on Google organic traffic, which has worked for years, is now riskier as AI takes over more customer touch points. Many businesses are exploring other platforms, building direct relationships with their audiences, and even introducing subscription models to reduce dependence on third-party traffic.
Those who adapt their content strategies, measurement frameworks, and customer acquisition approaches now will open new doors for growth and engagement. Those who wait risk losing visibility in an AI-driven digital landscape. This transition period offers a short but crucial window of opportunity to reposition strategically before these changes become the new normal.