Google AI Mode: When Search Engines Start Thinking Like Humans

Key Takeaways :

Google AI Mode represents a pivotal transformation in the search landscape, enabling users to receive direct answers from AI that deeply understands intent and context behind queries. Utilising Gemini AI, NLP, and Multimodal Processing technologies to summarise, analyse, and connect information from multiple sources comprehensively on a single page, features like AI Summaries, Zero-Click Answers, and Conversational Search have fundamentally altered search behaviour. For marketers, this presents both opportunity and challenge in adapting SEO strategies to align with how AI functions—creating content that AI genuinely understands and trusts, incorporating verified data, case studies, and Schema Markup to increase the likelihood your brand gets cited across all AI Search platforms, rather than waiting for users to discover you through traditional methods.

Have you noticed that when searching on Google recently, “answers” often appear before “website links”?

That’s the signal of a new search era arriving—an era where AI genuinely helps us “think” on our behalf. At the heart of this transformation lies Google AI Mode, a feature from Google that makes searching more than just typing keywords—it becomes a conversation that understands user intent more profoundly than ever before.

For marketers, this represents both tremendous opportunity and challenge, because when how people search for things begins to change, we must adapt our SEO strategies to align with how AI operates, ensuring our brands remain discoverable in this new search era.

From SGE to Google AI Mode: The Evolution of AI-Powered Search

As mentioned above, Google AI Mode’s origins began with the Search Generative Experience (SGE) project that Google opened for testing in 2023 to experiment with AI answer summarisation systems directly within Search pages.

After receiving positive response, Google evolved it into “AI Mode,” which became the primary mode in the Search system, officially launched in 2025.

What Changed

• Uses the latest Gemini AI model for processing
• Supports Multimodal Search (searching with text, images, or voice simultaneously)
• Can converse and ask follow-up questions (Conversational Follow-up) immediately
• Features transparent source citation systems to reinforce result credibility

How Google AI Mode Works

Gemini AI Model : An advanced language model using Deep Learning and Contextual Understanding technology, helping the system understand intent behind user questions more deeply than before—not just “what you typed” but “what you want to know,” making displayed answers more accurate and aligned with genuine search needs.

Natural Language Processing (NLP) : Technology enabling Google to understand “human language” closer to actual conversation. Rather than viewing search terms as merely word sets, it understands sentence structure, meaning, and tone. For instance, if users ask “how should businesses use AI SEO to see results?”, the system understands they want AI SEO implementation guidance, not the definition of “AI SEO.”

Multimodal Processing : This technology represents Google’s ability to “think like humans”—seeing and hearing simultaneously. The system processes information from multiple formats including text, images, audio, and video to create complete, easily understood answers. For example, when you upload a product image and ask “how does this model differ from the previous one?”, AI analyses the image and connects information from various websites to offer comprehensive answers in one go.

The result: accurate answers citing genuine information sources, reducing search time whilst enhancing overall user experience.

Core Features of Google AI Mode

Automatic Content Summarisation (AI-Generated Summaries)

Summarises key points from multiple websites into a single paragraph, helping users receive needed answers rapidly without clicking numerous links.

Instant Answers (Zero-Click Answers)

Users needn’t click through to websites to read details because answers appear on results pages immediately.

Additional Source Recommendations (Referenced Sources)

AI indicates source websites beneath answers, enabling users to click through instantly. This feature creates opportunities for websites with strong credibility and excellent data structure to be cited more frequently.

Multimodal Search Support

Can search using text + images + voice simultaneously, such as photographing products and asking “where can I buy this model at the best price?”

Continuous Q&A & Conversation Capabilities (Conversational Mode)

Google AI Mode doesn’t provide answers just once but can continue conversations within the same context. For instance, if users ask “how does this mobile model differ from the previous one?”, they can follow up with “which model offers better value?” without starting a new search.

How Google AI Mode Transforms the Search Experience

Google AI Mode fundamentally redefines searching.

Previously users would “search → click,” now it’s “ask → receive answer.”

This transforms searching into a Conversational Search experience that understands user context more deeply.

Examples

• When users ask “what are SEO strategies for 2025?” → Google AI Mode summarises answers from multiple sources in one paragraph.
• When users ask “how to lose belly fat within 1 month” → Google AI Mode summarises complete exercise plans with recommended links from leading health websites.

Impact of Google AI Mode on SEO

• Google AI Mode significantly impacts both content creators and marketers, particularly in three critical areas:
• Traffic Patterns Change : Users needn’t click links, meaning websites not cited face being overlooked.
• Content Quality Matters More Than Ever : Only content with depth, clear structure, and credibility gets selected for AI citation.
• E-E-A-T and Schema Become Critical Variables : Because Google uses these signals to determine which information sources are trustworthy enough to answer users.

How Marketers Should Adapt in the Google AI Mode Era

To ensure brands remain discoverable and cited in the AI Search Engine era, marketers must view SEO from new perspectives—not merely making people see you, but making AI understand and trust your brand’s content too.

Critical approaches to focus on:

Create AI-Friendly Content

Write content that’s clear, direct, and answers questions users genuinely want to know, using Natural Language that’s easily understood, because AI systems select content providing the best answers over content containing the most keywords.

Add Schema Markup and Internal Linking

Data structure is the language AI understands. Adding Schema Markup helps AI know what that content discusses, whilst Internal Linking creates website maps, enabling AI to see connections and cite more easily.

Specify Expertise and Trustworthiness

AI prioritises content from genuine experts, whether interviews, in-depth information, or direct experience explanations. The more supporting evidence content has, the higher AI ranks your content in search results.

Use Real Data and Case Studies

Content based on genuine data and experimental results, such as SEO campaign outcomes, helps AI systems perceive your brand creates demonstrably proven results—a critical factor in being selected for citation.

Google AI Mode User Guide

1. Go to Google Search page
2. Click to open AI Mode on the right side of the Search Bar

3. Type questions with text, or tap the microphone icon to search by voice. You can also upload images or files to search for additional information.

4. After receiving AI-summarised answers, if you want to search for additional information on any topic, simply type follow-up questions in the chat.

The Future of Google AI Mode

Google plans to expand AI Mode’s capabilities beyond merely answering questions, such as:

• Summarising emails and documents in Google Workspace
• Creating preliminary content from prompts (Prompt Generation)
• Deep business analysis, such as market trends or consumer data

Google AI Mode doesn’t merely make searching smarter—it fundamentally transforms how people access information.

For marketers, understanding and preparing strategies for the AI Search era starting now represents a critical step in creating brand visibility in a world where searching no longer exists solely on Google.

Don’t Let Your Brand Disappear from Search in the AI Era

Google continuously updates its search system to become smarter every day—is your brand ready?

Expert teams from Primal, a leading AI search agency and AI SEO agency in Bangkok, are prepared to help you adapt marketing strategies to meet the new search era’s demands with SEO capabilities and AI SEO capabilities designed specifically for your business. We help your website rank in search results, both traditional and on AI Mode, to increase visibility and sustainable growth across Thailand’s competitive digital landscape.

Begin creating superior visibility across all AI Search platforms today. Contact our Bangkok-based expert team to receive a complimentary strategy consultation.

Frequently Asked Questions (FAQs)

Q: What is Google AI mode and how does it differ from traditional Google Search?

A: Google AI Mode is a new search mode using AI to directly summarise answers from multiple trusted information sources. It differs from traditional searching that displays website links because AI Mode understands questions and synthesises answers comprehensively on one page.

Q: How does Google AI Mode affect SEO?

A: AI Mode makes searching increasingly Zero-Click, meaning users needn’t click through to websites. Marketers must therefore emphasise being cited over ranking, ensuring their brand becomes the information source AI selects.

Q: How can websites get cited in Google AI Mode?

A: Start by adjusting content structure for clarity, using Schema and Internal Linking to add context, including creating content genuinely serving users with in-depth information or supporting case studies, because AI selects quality content with supporting evidence for citation.