What is Google’s AI Mode and how does it transform SEO?

Since May 2025, Google has begun radically transforming the search experience with the introduction of AI Mode and AI Overviews, powered by its Gemini model. This new way of presenting information, based on artificial intelligence, not only changes how users interact with SERPs, but also forces a rethinking of traditional SEO strategies.

What exactly is AI Mode, how does it affect organic traffic, what does it demand from content, and why does it represent a true turning point for creators, brands, and search engine positioning professionals.

What is Google’s AI Mode and why is it a game changer?

Since 2025, Google has rolled out its new AI-powered search experience under the name “AI Overviews” and in the U.S. they’ve just launched “AI Mode” within their search engine. This functionality, powered by its Gemini model, offers AI-generated answers directly in search results, integrating information from multiple sources into a unified summary.

This new approach has the potential to change the way users interact with SERPs and represents a true turning point in traditional SEO strategies.

How AI Overviews affects organic traffic

One of the biggest current concerns is the possible loss of organic traffic. By providing complete answers on the results page itself, clicks to websites may decrease, especially for informational content and frequently asked questions.

However, opportunities open up for those who generate original, in-depth content that serves as a source for AI answers. The key is to become a reference.

How to stand out in Google’s AI search

Google emphasizes that, in the era of artificial intelligence, useful, trustworthy, and people-centered content remains fundamental to search success. Ranking systems continue to reward original, high-quality content that demonstrates experience, expertise, authoritativeness, and trustworthiness (E-E-A-T). To improve visibility in AI-powered search experiences, such as AI-generated summaries, it’s essential to create content that is valuable to users, regardless of whether AI is used in its creation.

Additionally, Google recommends following standard SEO practices, such as implementing structured data, optimizing site speed, and improving user experience. These actions help make content more accessible and understandable for both users and search systems. In summary, the focus should be on creating quality content that meets user needs, which is key to standing out in Google’s AI search experiences.

Strategies for ranking in the Gemini era

For years, SEO focused on technical factors, keywords, and backlinks. Today, the focus is on understanding user intent and offering content that resolves it directly, truthfully, and quickly.

AI Overviews forces content creators to abandon mechanical approaches and adopt a perspective centered on user experience, source authority, and information quality.

Key differences between classic SEO and AI SEO

• Focus on intent vs. focus on keywords.
• Quality vs. quantity.
• Author experience vs. generic content.

What to do if your traffic drops since May 2025

• Audit your content: does it really solve the search query?
• Review the structure of your posts.
• Increase authority signals (visible authors, citations, references).

Cases and expert opinions from the sector

Eric Mercier, Head of SEO at OCTOPUS, argues that the introduction of AI Overviews and AI Mode by Google represents a radical transformation in how users access information and highlights that this change turns Google into an autonomous editorial system that reorganizes and presents third-party content without needing to redirect users to the original sources.

For his part, Andres Kloster, Founder & CRO of Agencia Eleven, states: “The launch of AI Mode by Google doesn’t seek to cannibalize its own search engine, but rather to stop the migration of users toward emerging platforms like ChatGPT and Perplexity. According to Kloster, Google adopts a classic market leader tactic: integrating innovations that could threaten its position. This way, it offers an AI-based search experience without users leaving its ecosystem.”

The future of SEO in the age of artificial intelligence

The immediate future lies in content that combines expert knowledge, clear structure, and added value. The SEO practices that survive are those that adapt. Google, while changing, continues to reward usefulness. In an ecosystem where AI synthesizes information, the content creator’s role is to ensure their voice is worthy of being included in that synthesis. That requires quality, context, and perspective.

In my professional experience, SEO has mutated as many times as necessary, but those who work in optimization not only position, but also accompany their clients in an accelerated digital world. The key is to stay one or two steps ahead, test, experiment, and advise accordingly.