Google just dropped a new “AI Mode” button on the Google.com homepage, right next to the search box, and it’s about to change how users search and how we measure SEO.

Instead of just regular search, AI Mode lets users ask complex questions using text, voice, or images, and it orchestrates dozens (sometimes hundreds) of internal searches to synthesize a single, conversational answer. It’s live now in the U.S., India, and rolling into the UK and other markets.

What’s Happening

AI Mode is Google’s new conversational search layer, and it’s now accessible via a dedicated toggle on the homepage and New Tab page in Chrome. It breaks a user’s input into multiple related sub-queries, fetches results across those topics, and delivers a synthesized response through Gemini 2.5 Pro.
It supports follow-up questions and multimodal inputs like image uploads, voice, and PDFs. Features like Canvas planning, Search Live video input, and PDF Q&A are launching now or coming soon to Labs users.

Google has confirmed that AI Mode traffic, impressions, clicks, and position data, now all feed into the same performance metrics in Search Console alongside regular search data. There’s no filter to separate AI Mode from standard results.

This is a fundamental shift in how Google surfaces information, and it’s accelerating vision-based and conversational search behavior that marketers need to account for.

Why It Matters

AI Mode changes how users engage, and that alters how we measure performance.

• New Behavior Patterns: Search sessions are now conversational, multi-step, and driven by curiosity. Many users ask follow-ups, pulling deeper into content.
  
• Search Console Complexity: Because all AI Mode traffic blends into regular search data, performance shifts may be hard to interpret. Impressions and clicks may rise or fall without clarity on which channel caused it.
  
• Content Strategy Impact: Instead of optimizing for single keywords, brands must anticipate full question sequences. Pages that cover topic clusters comprehensively will have multiple visibility opportunities.
  
• New AI Features for Brands: Enhanced AI Mode tools like Canvas, PDF support, and Search Live suggest that interactive, planning-focused content will gain traction.

• SEO Pressure Mounts: Without an AI Mode filter, trends might obscure underlying shifts. Brand teams must adapt measurement frameworks and uncover AI-driven behavior manually.

This is more than a UX update, Google is building an AI-first search future. SEO strategy needs to shift from keyword-by-keyword to conversation-by-conversation.

What You Should Do Next

AI Mode is live and evolving fast. If your content or product pages aren’t optimized for conversational, intent-rich queries, you risk being buried.

• Assess Traffic Shifts: Monitor Search Console metrics post-AI Mode rollout. Look for sudden changes in average CTR, impressions, or position that don’t align with known SEO events.
  
• Optimize for Topic Clusters: Build content that reflects full question chains, not just primary queries. Anticipate likely follow-ups.
  
• Expand Content Formats: Include visuals, PDFs, and image-friendly pages. AI Mode now supports multimodal interaction across desktop and mobile.
  
• Track Conversational Engagement: Use behavior metrics like time on page, internal follow-up clicks, and scroll depth to understand if your pages support conversational search paths.
  
• Don’t Worry: If you’re wondering why your search results feel inconsistent, this is the reason. AI Mode traffic is included in totals, so be prepared to walk stakeholders through the blend.
  

Google’s AI Mode button marks a major evolution. Search is no longer just syntax-based, it’s dialogue-driven. Content that anticipates multi-step queries, leverages mixed media, and supports follow-ups is going to win visibility and retention.

Want help auditing content for AI Mode readiness or building strategies that align with conversational search? Let’s set up a planning session and make sure you’re prepared for what’s next.