Google has officially launched AI Mode, a major development that could completely change how audiences search, discover and engage with content. What once looked like a future rollout is now here and for brands, marketers and publishers, the implications are immediate.
This isn't just an upgrade to Google Search. It's a fundamental rethinking of how people find answers, recommendations and insights online. Below, we unpack what AI Mode brings, how it affects content strategy and SEO, and how your brand can stay ahead of the shift.
What Does Google AI Mode Do?
From search engine to answer engine
Google's AI Mode goes beyond listing results. It delivers fully formed, conversational answers to complex, multi-step questions using the Gemini 2.5 AI model.
Query "fan-out" and decomposition
Behind the scenes, Google's AI breaks down queries into subtopics, runs parallel searches and synthesises comprehensive, context-aware answers.
Supports text, voice and image inputs
Users can now ask via text, voice or image and continue with follow-up questions, creating an ongoing conversational experience.
Citations and web links remain
Even though responses are AI-generated, Google includes source links so users can explore, verify and navigate to original content preserving opportunities for credible, authoritative brands.
The Australian Reality and Why Publishers Are Concerned
Google's rollout of AI Mode in Australia has sent ripples through the media and publishing sectors.
- Publishers have already seen referral traffic drops between 7% and 35% since AI-powered summaries began appearing in search results.
- The rise of zero-click searches, where users get complete answers without leaving Google, threatens established revenue models.
- Google has stated that its goal is to display AI-powered responses "as often as possible", suggesting further declines in external traffic.
- Media organisations are calling for greater transparency in how Google attributes and credits source content.
While this presents challenges for publishers, it also opens opportunities for brands and agencies to lead through stronger content quality, clarity and discoverability.
What AI Mode Means for Brands and Agencies
1. Content discoverability evolves
As people increasingly rely on AI-generated summaries, brand content needs to be structured in a way that algorithms can parse, quote and display clearly. Schema markup, concise insights and accurate source attribution will become essential.
2. SEO isn't dead – it's evolving
Keywords still matter, but semantic structure, topic authority and context now play an equal role. Google's AI blends multiple sources, so authoritative, well-organised content is more likely to surface in AI responses.
3. Brand voice and credibility take centre stage
When AI cites sources, it can highlight brand content directly. Strong, verified and distinctive voices are more likely to appear; weak or unoriginal content may be ignored.
4. Cross-channel amplification is key
AI Mode encourages exploration. Interconnected content, such as blogs, videos, infographics and case studies, increases relevance and reach within AI-powered results.
5. Measurement and attribution will shift
AI-driven discovery changes user behaviour. Brands will need to track AI-influenced clicks, citation frequency and indirect conversions, not just standard referral traffic.
What Brands Should Prioritise
Re-architect content for AI visibility
Use structured data, headings, FAQs and semantic clusters that help AI systems identify and select your content as a reliable source.
Invest in deep, original content
AI can't replicate first-hand reporting, expert commentary or unique insights. Focus on assets that AI will want to cite and amplify.
Build and scale direct channels
Strengthen newsletters, memberships, branded communities and owned platforms so your audience doesn't depend solely on search traffic.
Monitor AI-influenced metrics
Track snippet inclusion, citation appearances and engagement paths that begin from AI-generated summaries.
The Opportunity for Forward-Thinking Brands
Be cited, not just ranked. In an AI-first search world, credibility outweighs position. Being selected as a trusted source carries more visibility and trust than a top-of-page ranking.
Lead with context and clarity. Well-structured, unambiguous content helps AI systems understand and elevate your brand's authority.
Make your brand voice matter. Distinctive tone and thought leadership stand out amid generic AI-generated summaries.
Act now, not later. The search landscape is changing quickly. Brands that prepare early, by re-organising content, diversifying channels and modernising analytics, will have a competitive advantage.
At ADMATIC, we're helping clients audit their content, refine SEO strategies and future-proof their presence in an AI-first search world. Now is the time to get your brand AI-ready.