A Turning Point for Google Search

It’s here. AI Mode. The future of Search.

This week at Google I/O, Google unveiled a product that is going to change the way the majority of people search. It will touch every part of our business as a Google Ads Agency but it goes way beyond that as well. This announcement represents a fundamental shift in how most people will interact with Google as a search engine.

After years of speculation, criticism, and countless headlines proclaiming “Google is dead” the search giant has finally unveiled its answer to the changing landscape of Search: AI Mode.

For a time, it seemed like Google had fallen victim to the Innovator’s Dilemma—unable to pivot fast enough in the face of rapid AI-driven disruption. Sundar Pichai talked about this problem directly in an interview on the All-In podcast with David Friedberg.

The rise of ChatGPT and similar chat engines didn’t just introduce a new competitor. It redefined how people search, learn, and ask questions. It changed our behavior—transforming keyword inputs into conversations.

Why Competition Was Good for Google

In hindsight, I think most will come to realize that this competition was perhaps the best thing that could’ve happened to Google. While the company was unlikely to be a first mover in conversational AI, it used that time to quietly rebuild Search from the inside out. The result: AI Mode.

So what is AI Mode? Let's hear it from Google themselves:

“AI Mode is our most powerful AI search, with more advanced reasoning and multimodality, and the ability to go deeper through follow-up questions and helpful links to the web” – Google Blog

Google’s Massive Advantage: Search Dominance

Despite the hype around chat engines like ChatGPT, daily usage is nowhere near mainstream. And this is where Google still commands an overwhelming share of the search market.

As Sam Tomlinson points out:

“Google processes 5 trillion queries per year—around 14 billion per day. That’s more than ChatGPT handles in an entire year” (Tomlinson, 2025).

This dominance matters. It means that Google has the scale, data, and infrastructure to evolve Search in a way that few others can.

How AI Mode Changes Search Behavior

Context-Rich Conversations

AI Mode isn’t just a better search tool—it’s a different one. It processes 2–3x more new, never-before-seen queries compared to traditional Search (Search Engine Land, 2025). People are no longer just searching; they’re engaging in multi-turn dialogues, following up, refining, and personalizing their exploration.

For example, instead of typing “lightweight running pants,” I might now ask:

“What are the best pants for a short-distance runner who prefers breathable material and already owns Nike Vaporflys?”

That kind of prompt wasn’t nearly as effective before.

Multimodal Inputs

Another groundbreaking capability? Multimodal search. With AI Mode, users can upload images alongside queries. Want to know more about a mystery plant in your yard or match an outfit you found on Instagram? Upload the photo, and AI Mode will reason across text and visuals (Google Blog).

Virtual Try-On and Personalization

One of the most tangible upgrades within AI Mode is for shoppers.

Google now enables users to upload full-body photos to virtually try on clothes, factoring in body shape, fabric fit, and natural drape (Google Shopping Blog). This isn’t a gimmick—it’s a big step toward making online shopping truly personalized.

What This Means for Google Ads

Let’s get practical. If AI Mode changes how people search, then it must change how ads are served—and how we build campaigns.

Personalized Shopping Journeys

The AI-powered search experience creates richer, more context-aware ad surfaces. Users aren’t just typing short keywords anymore. They’re describing themselves, their needs, their preferences. This gives Google an entirely new layer of insight—and advertisers a better chance of matching intent to inventory.

Integrated Ads in AI Overviews

Google has already begun testing ads embedded within AI responses, not just alongside them (SEMRush, 2025). These are highly contextual and part of the narrative journey of the AI’s answer—making them more native, more effective, and possibly less intrusive.

Google notes that users who click from AI Overviews spend more time on-site, and are therefore more valuable to advertisers (Google Blog).

How You Should Prepare

The changes are already rolling out. So how can advertisers adapt?

• Rebuild account structure with flexible, AI-compatible strategies.
• Embrace broad match keywords, which better sync with natural language prompts. Potentially the only way you can access the inventory as well.
• Use Performance Max and Search Max to tap into the expanded AI Mode inventory.
• Prepare creative assets that anticipate user intent, not just match keywords.

Final Thoughts: The Future Isn’t Coming. It’s Here.

AI Mode isn’t a small tweak to Search. It’s a reimagining. A fundamental shift in how we ask, explore, shop, and connect with information. The gap between search engine and digital assistant is closing.

For advertisers, content creators, and everyday users alike, the message is clear:

Search has evolved. We're going to be there for our partners to evolve with it.

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