Google is no longer just indexing the web. It’s actively interpreting it.
In a major shift unveiled at Google I/O 2025, the tech giant introduced AI Mode — a new way to search that blends generative AI with interactive results. It aims to simplify complex queries and deliver answers in real time.
This evolution signals a departure from the traditional “10 blue links” model and introduces a more conversational experience driven by Gemini, Google’s flagship AI model.
Below, we discuss:
• What Is Google’s AI Mode?
• Search, Evolved: The Technology Behind Google’s AI-Driven Future
• The Analytics Blindspot: New Reporting Challenges in Search Console
• Long-Term Impact of Google’s AI Mode on Digital Marketing and How to Adapt
• Can You Turn Off Google AI Overviews? What Users and Brands Should Know
Let’s explore how this shift is changing search and what your brand can do to stay ahead.
What Is Google’s AI Mode?
AI Search Mode represents Google’s most ambitious reimagining of search to date. Integrated directly into the main interface, it transforms queries into conversations.
“Google’s AI Mode is like having a smart assistant built right into your search bar,” said Ronnel Villoria, the Demand Generation Lead SEO Strategist at Thrive Internet Marketing Agency.
“Instead of just showing a list of links, it tries to understand your question, pulls information from multiple sources and gives you an answer, kind of like asking an expert for a summary.”
Source: Google Blog
At its core, Google AI Search is designed to transform search from a static list of links into a dynamic experience. This new approach is made possible by the Gemini AI model, a sophisticated large language model that powers AI Mode’s ability to synthesize information across the web.
The goal isn’t just to save time but to elevate the search experience itself.
“People now expect quick, context-rich answers rather than digging through multiple pages to find what they need,” Villoria said.
“That said, it’s still a new feature and a work in progress. The results you get today might look different tomorrow, and there are still areas where it needs improvement. Updates and refinements are likely on the way.”
Google AI search mode marks a pivotal evolution in how users engage with information and how brands must position themselves to be discoverable online.
Search, Evolved: The Technology Behind Google’s AI-Driven Future
What sets Google AI Mode apart is the integration of advanced AI with Google’s unparalleled access to structured information.
Unlike standalone chatbots that rely purely on language models, AI Mode is deeply fused into Search, drawing on a vast array of dynamic data sources in tandem with its Gemini 2.0 architecture.
Behind the scenes, AI Mode uses a technique known as “query fan-out.” It dispatches multiple parallel searches across subtopics related to a user’s question. These aren’t superficial scans. The system pulls from Google’s Knowledge Graph, real-world data, fresh web content and billions of indexed product listings.
The result is a nuanced response far beyond what a single query would typically yield. Users can even ask follow-up questions and receive context-aware responses that link to reputable sources.
That is the aim, at least. As Villoria pointed out, the tool is likely going to need further tweaks and refinements in the months to come.
Source: Google Blog
The Analytics Blindspot: New Reporting Challenges in Search Console
Despite the power of AI Mode, it introduces a significant visibility gap for marketers.
John Mueller from Google recently confirmed that Search Console will now include AI Mode activity within the general “Web” search category. However, performance data from Google AI Overview and AI-driven sessions cannot be broken out or filtered separately. There are also no plans to add APIs or referrer data for this traffic, which significantly limits attribution and tracking.
Source: Search Engine Land
This means marketers can’t currently distinguish whether impressions or clicks came from standard results or Google AI overview. This poses challenges for optimizing content strategy, measuring ROI or even confirming brand presence in AI summaries.
According to Google, a fix is in the works, but no timeline has been provided.
Despite this lack of segmented visibility, there are still indirect signals marketers can monitor to better understand whether their content is surfacing within AI Mode results.
“To navigate the shift brought on by AI Mode, businesses should monitor fluctuations in click-through rates, compare branded versus non-branded traffic and closely analyze on-page engagement signals,” Villoria said.
“Leveraging third-party tools and AI-focused SERP tracking can offer additional insights, especially when combined with a strategy centered on creating high-quality content.”
In the absence of direct reporting, these indicators provide a necessary proxy. As Google continues refining how it integrates AI Mode into Search, marketers must adopt a more investigative mindset and use indirect data to guide their strategies.
Long-Term Impact of Google’s AI Mode on Digital Marketing and How to Adapt
The implications of AI Mode are profound. With fewer clicks and less visibility into performance data, traditional SEO strategies are being disrupted. As AI Google evolves its search experience into a summarized format, brands must rethink what digital visibility really means.
Here are some of the long-term shifts brands can expect and the most effective strategies to adapt:
1. Fewer Clicks, More Summaries
Users now get direct answers from Google AI overview summaries, which reduces the need to click on individual websites, even for top-ranking pages.
How to adapt:
• Focus on being a source cited within the summary, not just a destination link.
• Create content with quotable, fact-rich and formatted insights that AI can easily extract.
• Add FAQs, statistics, definitions and concise takeaways to your pages to increase their AI-readiness.
2. Increased Competition for AI Mentions
Google AI Search Mode pulls responses from a smaller group of trusted sources, raising the bar for visibility.
How to adapt:
• Double down on E-E-A-T (Experience, Expertise, Authoritativeness, Trust).
• Maintain a consistent publishing cadence focused on niche authority.
• Secure backlinks from reputable sources and maintain an active presence on high-quality platforms.
3. Higher Demand for Authoritative Content
AI Google favors content demonstrating deep understanding and trustworthiness.
How to adapt:
• Invest in long-form, research-backed content that reflects subject matter expertise.
• Showcase author bios, credentials and firsthand experience in your articles.
• Add citations and external references to support claims and enhance credibility.
4. Greater Emphasis on Context and Clarity
AI Google prefers well-structured, easy-to-understand content over keyword-stuffed or overly complex material.
How to adapt:
• Use simple language, strong headers and logical flow to make content digestible.
• Break up content with bulleted lists, tables, summaries and visual elements.
• Regularly audit your content for readability and clarity.
5. Stronger Focus on Brand Reputation and Trust
AI uses credibility signals to determine which content to feature.
How to adapt:
• Encourage customer reviews, testimonials and social proof across platforms.
• Keep branding consistent across your website, social media and local listings.
• Respond publicly to reviews and comments to reinforce authenticity and engagement.
6. Integration of AI Into Marketing Workflows
Marketers increasingly rely on AI for content creation, automation and data analysis.
How to adapt:
• Use AI tools for brainstorming, drafting and optimizing content.
• Implement AI in email marketing, ad targeting and personalization efforts.
• Train your team to combine human creativity with AI efficiency to streamline workflows without sacrificing quality.
Success will depend on how well brands adjust to this new search mechanism. The emphasis is shifting toward depth, clarity and trust, which are qualities that AI is trained to prioritize. While some users may be preoccupied with figuring out how to disable Google AI, brands that lead with value and stay focused on relevance will be better positioned for long-term growth.
Can You Turn Off Google AI Overviews? What Users and Brands Should Know
As Google redefines how we interact with search, users are increasingly asking, “Can you turn off Google AI?”
Between AI Overviews and the experimental AI Mode, there’s growing interest in regaining control over what appears on the results page.
Google AI Overviews, the AI-generated summaries that appear at the top of many search results, can’t be turned off globally. However, there are some workarounds.
One of the more effective methods is setting Chrome or most mobile browsers to open searches in the “Web” tab by default, bypassing Overviews entirely.
On other browsers, users can tap the “Web” tab after a query to access an AI-free experience. These steps won’t technically turn off Google AI Overview, but they help avoid it.
Source: Cloudwards
The situation is even murkier regarding AI Mode, the more advanced, chat-style search experience announced at Google I/O 2025. AI Mode is still in experimental stages within Search Labs and is not yet widely available.
For those asking how to disable Google AI in the context of AI Mode, the truth is that it’s simply too early. Google has yet to confirm how persistent or optional this feature will be in the long term.
Still, user concern is growing. Search interest around “how to disable Google AI” is becoming increasingly common. The rising queries reflect a broader discomfort with losing control over how information is presented and a desire for more options as AI becomes more deeply embedded in everyday search behavior.
Adapt to Google AI Mode With Expert Solutions
Google AI Mode is redefining how users interact with search, and it’s already changing the rules on growing brand visibility. Content must be smarter. SEO must be sharper. And digital strategies must adapt quickly to stay competitive.
With a forward-thinking approach to generative engine optimization (GEO), Thrive ensures your brand isn’t just visible in search but featured in AI-generated results. Our SEO services are built to keep pace with Google’s constant changes, combining technical excellence with strategic insight.
We also offer powerful content marketing solutions designed to build authority and drive engagement across every customer journey stage. And when it comes to execution, our skilled content writing team delivers human-centered copy that resonates with users and search engines, AI included.
Now’s the time to future-proof your digital presence.
Contact us today.
