Google Ai Mode: Our observations since launch
Friday, August 29, 2025
Since its rollout of Google AI Mode in the UK earlier in the summer, we’ve been keeping a close eye on how it’s being used, what impact it’s having on both organic and paid search, and what it means for our clients.
Search isn’t dead
AI chat tools are growing, but they’re not replacing Google. In fact, people who use chat tools often search more afterward. Google still drives the lion’s share of referral traffic.
Takeaway: Treat AI as a companion to search, not a replacement.
What “AI Mode” is and how hard Google is pushing it
In the UK, AI Mode is opt-in (a tab), not default. Adoption is still small compared with traditional search.
Takeaway: Expect iterative evolution, not an overnight switch.
Result types are shifting: information first, products later
Even on commercial queries, AI-led results front-load explainers (pros/cons, feature breakdowns) before shopping blocks. Click Through Rate drops on informational queries, but buyers who do click are warmer.
Takeaway: Win the research phase with high-quality explainer and comparison content.
Ads in AI Mode: new placements, new auctions
AI Mode introduces separate auctions from standard Search/Shopping/PMAX. Ads can appear as the first AI response (US first; UK/EU to follow).
Takeaway: Budget, bidding, and reporting will need a dedicated AI Mode plan.
New paid features to watch: AI Max, try-ons & shopping agents
AI Max tailors assets/landing pages to nuanced queries.
Visual try-ons/visualisation: rolling in the US, UK next.
AI shopping agents: track prices across the web and can auto-purchase on triggers.
Takeaway: Product feeds + creative variety become core revenue levers.
Strategy shift: be part of the conversation earlier
AI Mode anticipates follow-ups and holds context. Brands that solve the problem (guides, how-tos, FAQs) win attention before the user knows the product name.
Takeaway: Map content and ads to multi-turn user journeys.
Feeds, site quality & technicals matter more
Feeds: enrich titles, attributes, use-cases, benefits.
Site: faster, cleaner HTML helps LLM crawlers parse content reliably.
Takeaway: Structure + speed = more relevant AI matches and placements.
Control & measurement are improving (but WIP)
Expect brand/location controls, AI-Mode filters in reports, and experiment frameworks. Traditional metrics (CTR, bounce, session length) will shift in AI contexts.
Takeaway: Set separate targets/benchmarks for AI Mode.
SEO for AI surfaces: same fundamentals + brand signals
Keep technical SEO solid; structure content for intent; build brand signals (reviews, mentions, forum visibility).
Takeaway: “Good SEO is good AI visibility.”
Tracking “visibility” in AI is messy, expect gaps (for now)
Search Console isn’t breaking AI Mode/Overviews out cleanly yet; third-party “AI visibility” tools are inconsistent due to personalisation. Paid reporting will likely clarify first.
Takeaway: Use directional indicators until native organic reporting matures.
We’ll be keeping our ear to the ground as AI Mode evolves, closely monitoring how it shapes search and client performance. As changes roll out, we’ll keep you updated with clear insights and actionable guidance, so you’re always one step ahead.
