Earlier this year, Google opened up testing of a new AI-powered search feature, AI Mode – designed not just to enhance the search experience, but to compete with rising conversational search tools like ChatGPT and Perplexity AI. As AI continues to transform how people find and interact with information, Google’s market share has faced pressure. This introduction of AI Mode may be Google’s strategic response to reassert its dominance in this evolving space.
Unlike traditional search updates, AI Mode introduces a fully conversational, in-search experience – allowing users to ask complex queries and receive dynamic, AI-generated responses directly within Google. This reduces the need to click through to websites, reinforcing the trend of zero-click searches that has already contributed to declining organic traffic across many industries over the past year.
This shift doesn’t just impact queries of an informational nature – Google is already exploring ways for AI Mode to assist with transactions, including purchasing products on users’ behalf. Combined with ChatGPT’s recent partnership with Shopify and their upcoming in-app checkout capabilities, we can see that even ecommerce websites and transactional searches are likely to be impacted by reduced search-driven website visits.
In light of these changes, traditional SEO metrics such as rankings and traffic volumes are no longer enough. Search impressions, visibility, and overall conversions (especially for ecommerce) are becoming the true indicators of performance in an AI-driven search landscape. To stay ahead, it’s crucial to optimise your website for this new mode of discovery – and that’s where we can help.
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