Google is changing the way we interact with search again.
The AI Mode Experiment began rolling out to all U.S. users on May 20. It’s now available to more people without the need to opt into Search Labs.
AI Mode delivers direct answers and organizes complex information in a way that it hopes humans can read and understand better. Whether you’re shopping for jeans, fact-checking a podcast, or figuring out what that weird plant in your backyard is (turned out to be pokeweed), AI Mode in Search makes your search faster, smarter, and honestly… kind of fun.
How to Turn on AI Mode
AI Mode is not yet available to all users. However, users with access will need to turn on the feature to try it.
Google App
To turn on AI Mode, first update the app. Open the app and tap the three lines on the bottom right corner of the page. Once the next page pops up, tap the Search Labs box. Scroll down the page until you see the AI Mode feature under ‘New Experiments.’ Tap the button to turn it on and then tap that same button to try it.
Here’s a quick video to show you the steps:
Google Chrome
Open a Google Search tab (you must be signed into a Google account). Look for the beaker icon at the top right corner of the page next to the Google Apps dots. Click the beaker icon and scroll down the page until you see a section labeled ‘New Experiments.’ AI Mode will be the first option. Click the button that says ‘Turn on’ and then click that same button when the text changes to ‘Try AI Mode.’
The video below provides a visual representation of each step. We already turned on AI Mode before this video was recorded, so you will need to click ‘Turn on’ in the same spot where the ‘Try AI Mode’ button is.
What’s New in AI Mode?
Here’s a breakdown of some of the features you’ll see:
Conversational Search
AI Mode brings a more natural, question-and-answer style to the search experience. You can type out more detailed or specific questions, and Google will pull together a clear, helpful response, often with links and sources you can check out for more info.
Key Point: Users can ask complex questions and receive detailed, context-aware answers.
Deep Search
Deep Search allows AI Mode to scan a broader range of sources across the web. Whether you’re researching a big purchase, exploring the cost of living in a new city, or trying to understand a complex issue, Deep Search summarizes and synthesizes the results. It pulls insights from multiple perspectives, cites reputable sources, and presents the information in a clear, organized format similar to a research report, all within minutes.
Key Point: AI Mode delves deeper into multi-faceted and complex topics, providing comprehensive reports with relevant sources.
Multimodality
Google Lens launched in 2017 and processes billions of visual searches every month. Now, Google has evolved its visual search to include live capabilities. Users can open their mobile device’s camera in the Google app and get live, AI-generated information based on what they’re viewing. Simply pointing your phone at an item and having a conversation with Search will generate recommendations, suggestions, answers, and links to additional information or resources. Your camera ‘sees’ what you see and provides feedback in real-time.
Key Point: Users can open their mobile device’s camera to obtain immediate information about their surroundings.
Enhanced Shopping Features
With AI Mode, Google shows personalized product recommendations and lets you try on items digitally using your photo. For the best results, turn on “Try things on virtually.” You’ll find it in the Google app under the section for AI Mode.
Key Point: AI Mode offers personalized product recommendations and virtual try-on features to help users make informed purchasing decisions.
We’ve summarized some features we’re looking forward to and have already started using. However, for an in-depth look into the new AI features, check out Google’s article on AI in Search: Going beyond information to intelligence.
How AI Mode Affects Your Business
Ranking first in search results isn’t what it used to be, but search engine optimization still plays a significant role in ensuring users and search engines find, feature, and favor your content.
You’ve probably noticed the AI Overview section at the top of Google search results. It launched in May 2024, and Google has since consistently improved its features and algorithms to support a new search experience.
Now, with AI Mode in play, the focus has shifted even more from who ranks first to who provides the most helpful, relevant answers. Your website content could appear, even if it isn’t in the top few spots, if it matches the user’s wants.
Businesses that haven’t stayed up-to-date with SEO or content updates must evolve their content strategy to keep up.
Here’s what you need to know:
1. Quality Content
AI Mode favors clearly written, informative, and easy-to-understand content. Your content needs to answer questions and provide value genuinely. Research what your customers are asking and ensure your content answers those questions.
2. Structured Content
The new AI-powered results rely heavily on the organization of your content. Clear headings, logical formatting, and keyword-rich subtopics help AI identify relevant pieces of your content to feature in responses.
3. Authority and Trust
Credible sources, updated regularly and backed by real expertise, are more likely to be used in AI-generated summaries. Consistent blogging, well-written service pages, and clear business information all work in your favor. The Deep Search feature, especially, relies on credible and trustworthy expert-level sources.
4. Optimized Websites + Google Business Profiles
Even if users see summaries in AI Mode, they still need somewhere to go for more detail. AI Mode backs up its answers with links to sources, Google Business Profiles, and relevant websites. Your website needs to load fast, work on mobile devices, and navigate easily. People who can’t find what they need quickly will leave.
5. High-Quality Images
With the expanded use of Google Lens and AI Mode’s live visual search, images now play a bigger role in visibility. High-quality, clear images with alt tags, keyword file names, and descriptions show AND tell your audience what they’re seeing. Please always add alt tags and descriptions to your images, as they improve ADA Accessibility by allowing screen readers to read the image.
AI Mode compares what users see through their cameras in real time to visually similar content online, including product photos, blog images, and photos on your website. High-quality images showing a clear depiction of the item will be better matched to search, image, and shopping queries. Websites with blurry, poorly lit, or low-resolution images decrease their chances of being matched and displayed in results.
6. Featured Snippets and AI Responses Will Overlap
Google’s AI Mode changes how content is displayed, but it’s not starting from scratch. It relies heavily on what’s already working well in search. Featured snippets, “People Also Ask” results, and high-ranking content are still the foundation of what’s being pulled into AI responses.
Businesses with optimized content that are already ranking in high positions are one step ahead. Content that directly answers common questions, includes well-labeled sections, and stays focused on user intent is far more likely to be included in AI summaries.
At Vervocity, our SEO specialists have refined strategies that focus on both the user and search engines for years. Their approach combines researching what users are looking for with creating content that actually delivers it.
Ready or Not, the Search Experience Is Changing
AI Mode represents a new direction of search. Businesses that adapt now will be the ones leading the conversation tomorrow.
You don’t need to overhaul everything overnight, but you do need to take action. Sharpen your content. Elevate your website. Focus on what real people want to see, read, and use.
Search is getting smarter. Your strategy should too.
