The world of digital marketing is changing faster than ever before. New technologies, AI models , and automation are emerging in virtually every industry. The success of chataGPT in 2022 sent a clear signal of change to the tech sector. Seeing the growing popularity of conversational AI assistants, Google decided to accelerate its projects. For several months in the US, and for a few weeks in Poland, the Mountain View giant has been testing a new feature that effectively combines traditional search with generative artificial intelligence – AI MODE.
What is AI Mode?
AI Mode is a new way to use search that allows users to ask longer, more natural questions – like in tools like ChatGPT, Claude, or Gemini.
Importantly, to access AI MODE, users must click this function after entering their query. It's important to remember that this new mode is just another, additional feature and doesn't replace the traditional search results.
What's changing? Google is increasingly providing full answers directly in search results and offering an AI mode that allows you to drill down into a single thread. This phenomenon, known as "zero-click searches," may mean that some users will find the information they need without navigating to a specific page.
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What does this mean for website positioning?
AI Mode shifts the emphasis in SEO from click volume to quality and intent. We should expect even less traffic from informational queries. However, these changes don't mean the end of SEO—on the contrary, they open up new opportunities and a source that deserves special attention now. Content that AI can easily summarize and cite in its responses is becoming increasingly important. In the era of artificial intelligence, being a source from which AI draws information is becoming just as important as ranking in search results.
The result of the changes? Fewer clicks, but higher-quality traffic – people who visit the site are more likely to take advantage of the offer.
We have collected some of the first studies and market reports that show how visibility in the TOP 10 of classic search results translates into AI MODE:
- Analysis by Stan Ventures showed that only 14% of links in AI Mode responses match the TOP 10 results from traditional Google searches. Furthermore, 91% of URL results change between queries, indicating significant variability and instability in the presented results.
- search engine journal – the study showed that 62% of links in SGE blocks come from domains outside the top 10 organic results, which means a shift in traffic concentration to new sources.
- Study conducted by SEOClarity out of 1000 queries showed that 68% of inquiries contained at least one citation from the TOP 20 results.
Conclusions:
Analyses show that AI Mode differs from traditional search results, introducing fewer links to websites and increasing the importance of authority, content quality, and brand visibility. Despite the decline in clicks, websites with valuable content can still attract users interested in purchasing or providing services.
Expected changes in the coming months
With the introduction of AI Mode in the search engine, there may be some changes in how users navigate to the site. This is a natural evolution and not a cause for concern. However, it's worth knowing what to expect in the near future:
- slight shifts in traffic sources – more direct or organic entries for keywords related to the company name.
- stability in sales traffic – fewer “empty clicks”, more conversions from really interested customers.
- gradual introduction of new ad formats in the Google ecosystem – ads will become even more precise and tailored to the user’s intentions.
How to prepare for changes in AI Mode search engine?
The search engine modifications described here represent the next wave of transformation, one that Verseo has long been preparing for . We view it as an investment in our clients' competitive advantage.
- Google Ads: Our team is testing new ad formats and is ready to implement them once AI Mode is fully launched in Poland.
- SEO: We've established an internal R&D team to study how artificial intelligence impacts organic results. We analyze thousands of results and test solutions that help maintain and increase website visibility in this new ecosystem.
At Verseo, we maintain SEO fundamentals that remain crucial in the age of AI. These include consistent structured data, expert content, domain authority, and robust FAQ sections . Our in-house copywriting department creates high-quality content based on expert knowledge and credible sources.
Thanks to this, we maintain a high level of EEAT (experience, expertise, authority and credibility), which determines the visibility of brands in AI-based search results.
- Analytics: We're investing in new measurement tools to understand the impact AI Mode has on traffic and conversions. Our goal is complete transparency and confidence in reporting results.
We take on the risk of testing, research, and adaptation so that your business can operate calmly and effectively.
If you take care of your SEO yourself or want to check whether the people running your website are taking full advantage of its ability to adapt to changing circumstances, pay attention to:
- domain authority – Are you cited in trusted sources? Do you have links to your website on sites like Wikipedia, YouTube, Reddit, LinkedIn, directories and comparison sites (Clutch, Capterra), and recognized websites in your industry?
- content on your website – check whether your articles and product descriptions answer potential user questions and have high substantive value
- FAQ section – add questions and answers on the most important subpages in natural language, so that the AI can quote them in its response to users (like I did below :))
- structured data – use it official schema tester and check if you have properly marked products, articles, events
- page loading speed – both users and AI robots prefer fast and responsive websites.
Summary
Google is introducing AI Mode, which allows users to ask more natural, extended questions and receive full answers without having to click through traditional search results. This mode doesn't replace traditional SEO, but it's another source of user acquisition and shouldn't be ignored.
Google AI Mode FAQs
AI Mode doesn't eliminate the importance of traditional SEO. Sites with high-quality content, good structure, and authority can gain visibility in both traditional results and AI blocks.
Yes, AI MODE is active in Poland from October 2025. The changes can be seen after entering the search engine's home page or entering a specific phrase,
Yes. Ads will appear, often high in the new layout or natively integrated into AI Overview (especially PLA product ads).
Online product sales still exist and will continue to grow. Only the sources and channels through which users make purchases are changing. AI tools are emerging as new channels, and these channels require increasing attention.
Yes. We perform a special AI Mode audit, showing how your content and your competitors' content are cited in AI tools for key queries.
Traffic can be measured by: tracking citations as a source, Direct traffic growth (brand trust), and analyzing lost/secured traffic by query intent.
Yes, Google Business Profiles (GBP) are extremely important for local searches and are often integrated in AI Overviews.
Summary
The above article covers the following topics:
- AI Mode is an additional, conversational feature of Google Search that allows you to get complete answers directly in search results.
- AI Mode transforms SEO by shifting the focus from click volume to traffic quality and creating valuable content cited by AI.
- The introduction of AI Mode will bring quality traffic and new ad formats, for which agencies and website owners should prepare by taking care of authority, structured data and expert content.
- AI Mode is a new Google feature that allows users to ask natural questions and receive full answers directly in the search engine, not replacing traditional SEO.
