Google AI Mode Is Here. Marketers, Are You Ready?
At Google I/O 2025, one announcement stood out above the rest for marketers: AI Mode is now live in Search (at least in the US). Not just in labs. Not just for tech demos. This is a fundamental shift in how people access information—and for CMOs, it demands attention.
If AI Overviews gave us a glimpse of what AI-assisted search looks like, AI Mode is the next step: search as conversation, powered by Google’s Gemini AI. It's not a tool. It's a new interface for how consumers discover, decide, and buy.
Let’s unpack what’s changed—and what you need to do about it.
What Is AI Mode, and How Is It Different from AI Overviews?
AI Overviews summarize a traditional Google search using generative AI. You still type a keyword or question, and Google responds with a short AI-generated answer above the usual links. That’s been rolling out since 2023 and now reaches over 1.5 billion users a month.
AI Mode, however, changes the entire interaction. It's a dedicated mode in Search that invites users into a conversation with Google. Instead of issuing one query at a time, users can ask long, natural questions, clarify, follow up, and explore—with Gemini guiding the session.
Google says AI Mode queries are 2–3x longer than normal. And unlike Overviews, where the AI just summarizes, AI Mode deconstructs the intent, fans out queries behind the scenes, and synthesizes a custom, multi-step response. It’s Search as strategy.
For marketers, that means:
You’re not optimizing for one query. You’re trying to show up across a whole conversation.
Your content must be deep, trustworthy, and well-structured to be cited or recommended.
Your brand must be ready for follow-up questions, not just the first click.
Why This Matters: A Shift in the Customer Journey
The user no longer asks, “best CRM software,” gets 10 links, and leaves. In AI Mode, they might say:
“I’m looking for a CRM that’s good for a B2B startup with a remote sales team and integrates with Slack. What are my options?”
Google's AI doesn’t just list sites. It curates answers. Compares. Explains. Suggests. Then waits for:
“How do HubSpot and Monday compare on price and support?”
This is no longer search marketing—it’s conversational marketing without you in the room. And yet your content, product data, and credibility are what the AI draws from.
What's at Stake for Marketing Teams
Here’s what changes with AI Mode—and what CMOs should prioritize now:
1. SEO becomes structured content strategy
Forget keyword density. The AI parses intent. That means:
Build content around problems, comparisons, and decision factors.
Use schema markup so AI can interpret your data and structure.
Prioritize depth and accuracy—Google is filtering aggressively for “helpful” content.
2. Click-Throughs may drop but intent rises
Expect fewer clicks per search. But those who do click are deeper in the funnel. Your goal: get cited in the AI’s answer or suggested as a next step.
If you sell CRM software, your real estate isn’t just your homepage anymore. It’s being mentioned as an option in the AI’s list. Getting that mention requires content that is authoritative, recent, and unambiguous.
3. Paid ads will live inside the conversation
AI Mode will eventually include ads integrated within the response thread—not beside it. That means:
Messaging must feel useful, not intrusive.
Visuals and context will matter more than ever.
Campaigns using Google’s AI Max or Performance Max will be eligible by default.
Early testers have already seen +14% conversions by letting AI Max expand their query targeting and tailor ad creative on the fly.
4. Brand storytelling needs a new format
If AI Mode is where customers learn, compare, and narrow choices, then your thought leadership needs to match that format. Think:
Detailed comparison content
Explainers
Product use cases for specific scenarios
Think like an AI teacher, not just a brand promoter.
What Marketing Leaders Should Do Next
You don’t need to overhaul your team tomorrow—but you do need to prepare.
Audit your content for usefulness: Make sure your landing pages clearly answer customer questions and offer standalone value. If they fall short, refine them.
Strengthen your product and brand signals: Clean, structured data—like accurate product feeds and metadata—helps AI-driven platforms understand and promote your content.
Experiment with AI-enhanced creative workflows: Generative tools can speed up creative development and improve personalization—but only when used intentionally.
Upskill your team on ad automation and transparency: New reporting formats and controls are emerging. Your team needs to understand how to interpret and act on them.
Invest in data foundations and customer trust: First-party data is your key to personalization. Brands that manage consent and infrastructure well will gain long-term advantage.
Final Word: Don’t Wait to React
AI Mode is not a beta experiment. It’s live. It’s changing how consumers search, evaluate, and choose—often without ever seeing a traditional search result.
CMOs who treat this as an evolution of search marketing will miss the point. This is a shift in customer behavior. Your next customer may not visit your website. But they may learn about you, consider you, and choose you—via AI.
Your job is to make sure the AI knows who you are.
Disclosure and References: AI was used to research and refine this piece. References include but are not limited to the following:
