According to the article, AI Mode is now available in European countries such as Germany, Italy, Spain, the Netherlands, and Sweden, among others. This feature offers a new way for people to search using text, images, or audio, receiving in-depth, context-aware responses. The authors note that this technology is powered by Google's advanced reasoning and multimodal capabilities. The article states that AI Mode is playing a growing role in providing answers to longer, more complex, and specific searches.
For marketers, the Google article frames this shift as an opportunity to reach audiences with more relevant content. As searches become more complex and provide more context beyond simple keywords, businesses can deliver more helpful ads and content aligned with customer intent.
The "Think with Google" piece provides several recommendations for businesses to adapt. It emphasizes building upon existing SEO strategies by focusing on authentic, original content that provides unique value and anticipates follow-up questions. The article suggests that brands providing clear, detailed information are more likely to be surfaced in AI-powered responses. It also highlights the importance of ensuring content is up-to-date, accurate, and trustworthy to build credibility.
Furthermore, the authors advise brands to build for voice and visual search. This includes maintaining a rich library of high-quality product images paired with clear, specific metadata. Keeping Google Merchant Center and Business Profile information current is also recommended. The article also points to the importance of website usability, noting that content should be on pages that are easy to navigate and load quickly. From a technical perspective, the use of structured data is encouraged to help Google's systems understand the content.
The article also introduces a new, related feature for advertisers called "AI Max for Search," which is available in beta. This Google Ads feature is described as a powerful option to extend reach across Google Search, including AI-powered experiences. AI Max automatically discovers new, relevant, high-value search queries beyond those manually selected by the advertiser. It then dynamically generates and optimizes ad copy from the advertiser's existing website assets to match the user's search intent. According to the article, advertisers adopting this feature have seen 27% more conversions at a similar cost compared to traditional campaigns.
In conclusion, the Google article positions the arrival of AI Mode as a key moment for marketers and advertisers, encouraging them to respond early to gain a "first-mover advantage."