After introducing the AI Overview in Google searches last year, Google has now rolled out AI Mode in a major update to the functionality of its search engine. AI Mode marks one of the most significant shifts since its groundbreaking debut in 1998, redefining how users interact with internet searches.

The biggest change we see in the new AI search engine is its incorporation of the conversational style we now associate with AI chatbots like ChatGPT. Google has been working to give its users the ability to input the same long-form, conversational questions into Google AI Mode to receive the quick answers they are looking for in an instant.

The new AI Mode uses Gemini 3, Google’s in-house developed AI software, which uses advanced reasoning, thinking and multimodal capabilities. The technology allows users to search more complex, longer questions that would typically have taken multiple searches, as it is able to distinguish between questions that are typed, spoken or input into the software via image upload. In theory, the new mode allows you to ask more and learn more with AI-powered responses.

Adapting is crucial

AI Mode introduces a whole new ballgame, where click rates and page views – the gold standard of digital marketing success – will no longer be relevant. Where the old search engine model was built on link rankings, AI Mode gives you AI-generated answers complete with personalized recommendations and follow-up prompts, all before the first relevant link appears on the page.

In fact, an analysis of 300,000 keywords found that the presence of an AI Overview in the search results correlated with a 34.5 percent lower average clickthrough rate for the top-ranking page, compared to similar informational keywords without an AI Overview. Some website owners even report they are losing 20–40 percent of their monthly clicks from search.

Let’s say you were looking for recommendations for hiking trails and a three-day, nature-based itinerary for a trip to Hong Kong – AI Mode will deliver exactly that. You will receive itinerary suggestions with comparisons and guides to nature and hiking highlights in Hong Kong, all from one search.

Why does this matter for business owners? With users increasingly turning to AI citations and chatbots, there will be an inevitable decline in organic clicks from searches on Google. For those who don’t adapt, it will be a harsh climate to survive when your webpage link is continually buried beneath AI summaries.

AI prioritizes brands with unique value propositions to include within its summaries, and such brands will hold an edge over those offering broad and generic content. As a result, brands lacking content authority will be left behind.

For brands that are savvy enough to get themselves featured in AI Mode summaries, there could well be opportunities for increased visibility and brand recognition as users won’t have to click through to your website to find more information about your business.

Businesses must invest in the value of their brands if they want to start appearing in AI Mode’s suggestions. This means more emphasis on getting positive reviews from customers that are relevant to your business, answering customer inquiries with depth and accuracy and ensuring the value of your products and services is clearly articulated in your business strategies.

Keep it current

Ensuring your business information is up-to-date is also essential, especially as AI Mode won’t know if it’s providing old details about your business, such as your old company address or products you are no longer offering. It’s a smart move to regularly audit your business footprint across online platforms and keep company details accurate, consistent and trustworthy.

These changes mean reinventing the way we interact with search engines and even impacting the way businesses operate their own websites, but it’s important to remember that search engine users always seek content that resonates with them and provides insight. Businesses will have to adapt to new search behaviors, but when users seek deeper insights beyond AI-generated summaries, the authentic, human-crafted content on your website will continue to resonate.

Opinions expressed by The CEO Magazine contributors are their own.