Google’s AI Mode heralds a huge leap forward in the ongoing evolution of search engines and their impact on website traffic.
Unlike traditional results or the Overview feature, both of which rely more on traditional SEO principles to give singular answers to singular queries, AI Mode allows users to engage in far more detailed and targeted conversations without leaving the interface, much like ChatGPT or, of course, Google’s own Gemini mode.
A faster move toward keeping users on Google
The introduction of Google’s AI options (Overview and Mode) has accelerated the move to keep users on its own pages, rather than sending them to other sites. Even before AI Overview launched, Google was already filling much of its results page with its own content. At one point, 41% of the first page of search results was devoted to Google-owned properties and direct answers, often drawn from external sources without their consent. As far back as 2020, The Markup reported that a Google search for “myocardial infarction” resulted in a dictionary definition, a “people also ask” box, a knowledge panel, and a carousel of related conditions, pushing organic results from sites like WebMD, Harvard, and Medscape further down the page.
The rollout of the AI Overview feature in May 2024 further reduced outbound clicks by allowing users to access detailed, consolidated answers. While this enhanced the user experience for many by offering immediate, detailed responses, it has presented difficulties for businesses reliant on traditional search engine traffic, with a Forbes report from April 2025 suggesting roughly 60% of searches now yield no clicks at all.
What AI Mode means for brands and businesses
Google’s AI Mode represents a major escalation in the long-running trend toward fewer external clicks. This shift could hit businesses that depend heavily on traditional search traffic, such as direct booking platforms and trusted news outlets. However, for many other businesses, raw traffic is less critical than visibility. What matters most is being mentioned and recommended by AI tools, regardless of whether that translates directly into website visits.
Still, even companies less reliant on traffic will need to adapt if they want to secure a prominent presence in generative AI results. That means investing in a strong, trustworthy online footprint, going beyond traditional SEO tactics like keyword optimisation. Consistently positive reviews, comprehensive business profiles, and well-structured web content are likely to become decisive factors.
What should brands do now?
Ultimately, the smartest move for any organisation reliant on SEO is to look beyond pure optimisation and prioritise overall trustworthiness and reliability. Even if AI systems don’t end up favouring credibility over visibility, those that build a reputation for trust will always be better placed. Reputation is everything when it comes to building a brand.