Google processes over 8.5 billion searches every day, but users accessing the search engine today will encounter a new, unfamiliar tab labeled “AI Mode.” This innovative feature promises a smarter search experience and is expected to have significant implications for ecommerce businesses.
Traditionally, Google has displayed a list of links to websites in response to user searches. However, with AI Mode, users will receive answers written in natural, conversational language. Google claims that the feature will allow users to “go deeper through follow-up questions and helpful links to the web.” Despite this, some experts are raising concerns that this new functionality may negatively impact businesses that rely on search traffic.
Last August, Google introduced AI Overview (AIO), a feature that provides AI-generated summaries of search results. According to one marketing agency, the appearance of AIO on Google’s results page has led to a 15.49% decline in clicks.
What is Google’s AI Mode?
In May of this year, AI Mode was launched in the US. According to Google, the move came in response to an increasing number of searchers who input complex queries instead of using simple keywords.
The feature employs a technique called ‘query fan-out,’ which allows it to break down a question into multiple keywords and then perform several searches at once. The result is a combined answer that pulls from multiple web sources.
For example, Google offers the search prompt: “Things to do in Edinburgh this weekend with friends. We’re big foodies who like music but also chill vibes and exploring off the beaten track.”
Additionally, AI Mode is multi-modal, allowing users to search using traditional text, their microphone, or their camera. This feature will be rolled out across the UK in the coming days, which means it will likely become available to users soon.
How Will It Affect Online Stores?
In its announcement, Google stated that it is “focused on helping people access information and perspectives from a diverse range of sources.”
Google argues that by enabling users to conduct deeper searches upfront and reducing the need to sift through the Search Engine Results Pages (SERPs), the quality of clicks will improve, meaning users will be more likely to spend time on the sites they visit.
However, some experts are already expressing concern that the increasing prominence of AI search features across search engines, like Google, could negatively affect online businesses and content publishers.
This concern arises from the fact that AI search features are making SERP scrolling less necessary. Research indicates that “zero-click searches” (where users don’t click on any links because they get their answers directly from the AI overview) are on the rise.
Mark Kabana, VP of Data Innovation at digital presence platform Yext, cautions that businesses that fail to adapt to this shift will experience a significant drop in traffic. “Your brand risks becoming invisible to entire segments of your audience,” he says.
A recent study by the Pew Research Center found that only 8% of users click a link on a page with AIOs, compared to 15% on traditional search results. This represents a nearly 50% decline and is likely to have a considerable impact on sales and ad revenue for online businesses.
How Should Online Sellers Adapt?
For businesses that rely on search traffic, winning the SERPs has always been an ongoing race. In the past, businesses mainly relied on Search Engine Optimization (SEO) to outperform competitors. However, the rise of AI-powered search is changing the landscape.
A new strategy called Generative Engine Optimization (GEO) is expected to surpass SEO this year as websites adapt to the evolving nature of search engines.
GEO emphasizes writing in a conversational style, rather than focusing on keyword stuffing, to mirror customers’ natural phrasing. It also places importance on images, videos, and infographics and utilizes schema markup to help AI search engines understand the context of the content more effectively.
Data reveals that 40% of Brits are using AI search tools at least once a day. With technology companies rapidly rolling out new AI tools and updates, it is essential for sellers to embrace GEO in order to future-proof their websites.
“As with any early-stage AI product, we won’t always get it right, but we are committed to continuous improvement,” said Google.
