What Google’s AI Mode Means for SEO and How Consumer Behaviour Could Shift
Search engines have never stood still, but Google’s latest evolution might be its biggest leap yet.
With the rollout of AI Overviews (formerly known as Search Generative Experience or SGE), Google is not just tweaking its algorithm - it’s redefining what a search result looks like. That change comes with both risks and opportunities, especially for SEO.
But it’s not just about rankings anymore. It’s about how consumers think, act, and search.
In this post, we’ll break down what AI Mode is, what it means for your SEO strategy, and how it's likely to shape user behaviour going forward.
What Is Google’s AI Mode?
Photo Credit: Google
Google’s AI Mode introduces AI Overviews, an AI-generated answer that sits at the top of the search results page. It summarises information from multiple sources to provide an all-in-one response to a user’s query.
This isn’t just a glorified Featured Snippet. It handles complex questions, summarises comparisons, and even suggests what to do next. Want to compare two different diets, get a meal plan, and understand pros and cons - all without clicking a single link? AI Mode can now deliver that.
At Google I/O 2025, the company said AI Overviews were rolling out to hundreds of millions of users, with the US live already, and the UK not far behind.
What This Means for SEO
1. Traditional Organic Listings May Lose Visibility
If AI Overviews answer a query well enough, users may never scroll down to see the organic listings. This creates a “zero-click” environment - something that’s already been growing in recent years. Expect traffic drops, especially for top-of-funnel informational content.
2. There’s a New Layer of Competition
You’re no longer just trying to rank in the top 3. You’re trying to become one of the sources featured in the AI Overview. These summaries cite content, but not always clearly, and if your link isn’t included, you might miss out on visibility altogether.
3. Content Needs to Serve Dual Purposes
Your content must:
Solve user problems clearly and directly (to be included in AI answers)
Offer something unique or compelling (so users still click through)
SEO isn’t dead… but lazy SEO definitely is.
How Does Google Choose What to Show?
While Google hasn’t revealed exact criteria, early analysis suggests that topical authority, schema markup, and clear structure improve your chances. The BBC’s report on the launch highlights how AI Overviews pull from multiple sources, which means content needs to be both trustworthy and easily digestible by machine learning systems.
Expect a heavier emphasis on:
Clear headings and bullet points
EEAT (Experience, Expertise, Authoritativeness, Trustworthiness)
Content that reflects real-world knowledge and first-hand experience
What About Future Consumer Behaviour?
Now we’re into bigger-picture territory, and it’s arguably more important than the technical side.
Here’s what could happen:
Fewer Clicks, More Skimming
If AI provides immediate answers, people may engage less with individual websites. That means:
Less time on page
Fewer brand discovery moments
Less opportunity for traditional conversion journeys
You’ll need to build brand awareness earlier and use other channels (like social and email) to nurture leads that search doesn’t serve as reliably anymore.
Consumer Expectations Are Changing
According to PCMag, users are starting to treat AI as a “conversation partner” rather than just a tool. People want faster, more personalised answers.
That’s a major behavioural shift, and businesses that offer interactive tools, custom calculators, or personalised content will better match those expectations.
Topical Authority Will Drive Trust
People may stop clicking 10 blue links, but they’ll still click when:
They know and trust your brand
You offer a unique experience (e.g. video, testimonials, courses)
You dominate a niche or community
This is why brand marketing is becoming part of SEO.
What Should You Be Doing Right Now?
Here’s a practical checklist:
Optimise for Inclusion in AI Overviews:
Answer key questions at the top of your content
Use schema markup for FAQs and how-tos
Update old blog posts with clearer formatting and internal linking
Focus on Experience-Driven Content:
Include your own insights, results, or stories
Use images, videos, and case studies
Don’t rely on AI-written fluff — Google’s trying to avoid that too
Make Your Brand Memorable:
If people remember your name, they’ll skip the AI box and search for you directly. That means:
Consistent brand identity
Trust-building content
Email marketing and social proof
What Makes Agilita Digital Different?
This shift proves what we’ve believed all along… digital marketing needs to be agile. When Google flips the table (again), you need a strategy that can pivot, not a cookie-cutter template from 2018.
At Agilita Digital, we:
Build flexible, well-rounded marketing strategies
Create genuinely useful, human-first content
Stay on top of the latest SEO changes, so you don’t have to
We’re not here to game the system. We’re here to help you build sustained visibility, whatever search looks like next year.
Final Thoughts
Google’s AI Mode might feel disruptive, but it’s also a massive opportunity… if you’re ready to rethink how people find and interact with your brand.
The winners in this new era of search won’t just be the best optimisers. They’ll be the brands that connect with their audience, stay flexible, and provide content that’s not only search-friendly but actually worth reading.
