AI Mode, AI Search, and what brands need to do next

TLDR: Google’s launching AI Mode and organic marketing is about to look very different.

AI Mode signals the next evolution of search: hyper-personalised, answer-first, and dramatically more competitive. While traffic from AI tools remains small for now, adoption is accelerating, and the early winners will be the brands that understand the shift and act fast.

So, what do you need to know?

AI Mode changes the game. Fast.

AI Mode, now live in the US, is Google’s latest move to stay ahead of platforms like ChatGPT, Perplexity and Claude. It’s not the default experience yet, but it’s coming soon and signals a major change in how search results are surfaced.

The responses are hyper-personalised, context-aware and loaded with rich features like product listings, maps and forum content. But they also feature fewer traditional organic links, meaning fewer chances to get clicked.

Traffic is already shifting and will keep doing so.

AI Search tools are growing fast, especially with younger users (18–34s). And projections suggest that by 2027, 65% of adults will use AI as their primary search method.

Platforms like ChatGPT already dominate current LLM traffic though Google’s AI Mode looks likely to catch up fast and potentially become the default. Brands that rely on upper-funnel organic traffic need to prepare for reduced clicks and fewer SERP opportunities.

Measurement is about to get harder.

AI Mode introduces a new layer of complexity when it comes to performance tracking. Search Console doesn’t offer much in the way of granular data right now, and AI search queries are longer, more nuanced and harder to track.

We recommend shifting focus from legacy keyword rankings and click volumes to visibility, engagement and conversions. Especially in the lower funnel.

Ready to act? Here’s what to do right now. 

A few tactical pivots will go a long way:

Map user journeys to discover how people search in the real world, not just what keywords they use.

Optimise for visibility across the entire SERP, not just the blue links.

Double down on city-level performance and product content. Especially if you’re working with an e-commerce brand.

Invest in helpful, authoritative content and brand-building activity that increases your chance of citation.

AI Mode isn’t just a product update. It’s a mindset shift.

Google may still be the front door to the internet, but how people search, discover and act is fundamentally changing. The brands that win will be those who see the bigger picture, stay nimble, and own their visibility across the web.

Not sure where to start? That’s what we’re here for. Whether you need a strategic steer or hands-on support optimising for AI-driven search, we can help you get ahead… before your competitors do.