CTI Digital’s Nick Giles unpacks how AI is powering search evolution.
Google has launched its most significant search change in over two decades with AI Mode, now live across the US and UK. It offers conversational, chatbot-style interactions alongside familiar blue links. For marketers managing customer journeys, this changes everything about how people discover and evaluate solutions.
Unlike AI Overview, which supplements traditional results, AI Mode takes things further. This update transforms Google into both a search engine and a conversational platform. Users aren’t browsing websites anymore. They’re having conversations with an AI system that breaks complex questions into multiple research streams, synthesises information from dozens of sources, and provides follow-up questions for deeper exploration.
Early data shows AI Mode users ask longer, more nuanced questions and expect comprehensive answers spanning multiple perspectives. For organisations where customers research extensively before purchasing, AI Mode is compressing the entire discovery process into a single conversation.
What makes AI Mode different
AI Mode employs what Google calls a ‘fan-out method’ for complex queries. Rather than answering questions with single searches, it automatically breaks sophisticated enquiries into multiple subtopics and searches each simultaneously. A customer question about ‘best electric cars for families’ might trigger parallel research covering safety ratings, pricing, reviews, charging infrastructure, and insurance costs.
The interface encourages ongoing dialogue through suggested follow-up questions. AI Mode enables users to:
- Refine queries
- Request specific examples
- Explore particular aspects without starting fresh searches
This creates extended engagement sessions where customers might spend time exploring complex topics rather than bouncing between multiple websites.
AI Mode draws from vastly expanded sources compared to traditional search. According to Google, AI Mode can access high-quality web content, but also tap into fresh, real-time sources like the Knowledge Graph, info about the real world, and shopping data for billions of products, using its query fan-out technique. Your brand visibility now depends on your entire digital footprint, not just website performance.
Why marketers need to pay attention now
Research compassion is real
Modern purchase cycles rely on customers conducting extensive research before engaging with brands. AI Mode fundamentally alters this by providing comprehensive research assistance within a single interface. Customers arrive at your sales funnel later in their journey, having already formed opinions through conversational search.
Authority matters more than rankings
AI Mode’s source selection process prioritises content that demonstrates clear expertise, provides specific data, and connects to broader industry discussions. Traditional search ranking influences visibility, but AI Mode can surface insights from various sources based on relevance and authority rather than SEO metrics alone.
Customer journeys are transforming
Customers no longer move in a linear progression through content funnels. Instead, they now engage in dynamic conversations, jumping between different challenge aspects based on AI-generated follow-ups. This requires comprehensive knowledge bases supporting various conversation paths rather than predetermined customer journeys.
How to optimise for AI Mode
Create conversation-ready content
AI Mode rewards content contributing to complex, multi-dimensional conversations rather than simple answers. Develop comprehensive topic clusters covering entire challenge areas from multiple angles. Structure content with clear information hierarchies, using descriptive subheadings, numbered frameworks, and logical progression.
Build comprehensive authority
Establish credible presence across industry forums, trade publications, and speaking opportunities where AI systems gather expertise information. Create detailed case studies with specific examples and concrete data. Develop original research and industry surveys, becoming part of broader market knowledge.
Technical foundations remain essential
Implement schema markup clearly identifying expertise areas and relationships between solution aspects. Optimise for entity recognition using consistent terminology. Fast loading, well-structured content provides better experiences for customers clicking through from AI Mode conversations.
Measure differently
Traditional traffic metrics become less relevant as zero-click searches increase. Monitor brand presence in AI Mode responses for key industry topics by regularly querying with typical customer questions.
The conversational future
AI Mode represents early stages of broader transformation toward conversational search across all platforms. Microsoft’s Copilot, OpenAI’s SearchGPT, and emerging AI discovery tools indicate conversational search will become increasingly sophisticated across customer research journeys.
Organisations succeeding in this environment embrace changes strategically whilst maintaining focus on fundamental principles. Customers still need solutions to complex challenges and value expertise, credibility, and practical guidance. AI Mode changes how customers discover and evaluate information. However, it doesn’t eliminate the need for trusted advisors and proven solutions.
Your next steps
Begin by utilising Google’s AI Mode to address complex questions your customers ask during sales conversations. Understand how comprehensive responses are structured and which sources get cited. Audit your content architecture to identify gaps where your expertise can contribute but currently doesn’t appear.
View AI Mode as customer discovery evolution rather than marketing strategy disruption. Fundamental principles of providing value, demonstrating expertise, and building trust remain constant. AI Mode offers new ways to accomplish these objectives while reaching customers during research phases.
If you’re looking to adapt your content strategy for AI-powered search, CTI Digital can help – book a
free 30-minute expert consultation here.
At CTI Digital, we’ve spent over 20 years helping marketing teams solve the challenges that keep them up at night. From proving ROI to staying ahead of the latest trends, our 150+ specialists work alongside ambitious brands to turn strategic thinking into measurable results. If you’re ready to tackle your biggest marketing challenge, book a discovery call today.
