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Have you ever searched for "cheap flights," "laptop brands," or "online courses"? There’s a good chance you will soon see entirely different search results. Google’s new AI Mode provides comprehensive answers, adds local context where you least expect it, and surfaces links that were previously hidden on page 2.
Since the introduction of AI Mode as an experiment in Google Search Labs, hundreds of search queries have been tested. The results show that this feature significantly impacts how search results are displayed. Think of longer AI-generated texts, more citations, increased use of images, and noticeable patterns depending on search intent.
What changes in the search results?
In commercial and informational search queries, Google's AI Mode displays longer texts, often exceeding 500 words. Some results contain dozens of references, resembling a blog post structure. Local context is almost always present – even for generic search terms like "YouTube login."
Notably, AI Mode is completely bypassed for certain navigation-oriented searches (such as "CNN" or "DuckDuckGo"). Instead, Google shows the familiar blue links.
Additionally, AI Mode reveals previously hidden content. Websites that were previously on page 2 now have visibility opportunities within the AI responses. The images used also play a role: Google primarily displays thumbnails of 82×82 pixels of optimized or prominent images on a page. Pages without good images often remain unnoticed.
What does this mean for your organization?
Companies can now benefit from a redistribution of visibility. Content that previously did not perform well in the classic SERP can now be cited in AI responses. Local brands can unexpectedly rank high, even for general search terms. Authority also plays a role: older LinkedIn posts from well-known figures are cited more frequently, highlighting the importance of historical content.
However, there are also points of concern. The mobile version of AI Mode displays up to 50% fewer citations than on desktop. Websites without images are more likely to be overlooked. Additionally, AI Mode is not yet functioning flawlessly: error messages and random references still occur regularly.
How can you respond?
Ensure well-structured content with clear and optimized visuals. Analyze which keywords in your industry show AI Mode results and adjust your strategy accordingly. And keep experimenting. AI Mode is still under development, but the insights gained now could make a difference later.
Please note:
Results may vary by location and time. So keep testing to discover trends in your market.