Google has officially rolled out AI mode in the Netherlands and Belgium. The feature is now available in more than 200 countries and introduces a new way of searching: through artificial intelligence that understands, reasons and summarises.
With AI mode, Google is taking another step towards the Search Generative Experience (SGE) - but with an important difference: users choose it. For businesses and marketers, this means a new reality where SEO, AI and user behaviour come together.
In this article, we explain what AI Mode is, how it works and its impact on SEO and content marketing.
What is Google AI mode?
AI Mode is a new tab in Google Search, next to 'All'. Running on a modified version of the Gemini 2.5 model, it offers an interactive search experience where users can ask complex questions. The AI then generates a summary with sources and links to relevant websites.
The feature is immediately available in Dutch and works both on desktop and in the Google app.
Whereas previous AI views (AI Overviews) appeared automatically above search results, AI Mode requires a conscious choice by the user. By doing so, Google retains control and prevents users from seeing unsolicited AI answers.
What makes AI Mode different from ordinary search results?
AI Mode is not just a visual adaptation of the search engine, but a new way of processing information. Instead of simply displaying links, the AI understands the query, looks for depth and combines insights from multiple sources.
Key features Google AI mode
Complex questions and follow-up questions
Users can ask nuanced, multi-part questions. For example:
"Compare the main differences between SEO and SEA in cost, speed and scalability."
AI Mode summarises that information and offers follow-up options.
Gemini query fan-out
The model breaks down a complex query into subtopics, performs multiple searches simultaneously and aggregates the results.
Multimodality
Users can search via text, voice or image. For example, you can upload a picture and ask, "What product is this and where do I buy it?"
Control and transparency
Google shows how many partial tasks the AI performs and switches back to classic search results if the reliability of an answer is too low.
In short: AI Mode is designed to understand what someone really means - and find a useful answer to it instantly.
Why Google is doing this
Google wants to make the search experience smarter, more interactive and natural with AI Mode. The company sees that users are more often asking longer, complex questions that cannot be answered with a single source.
AI Mode focuses on exploratory searches: planning a trip, comparing products or understanding a complex topic. According to Google, the queries users ask in AI Mode are on average two to three times longer than regular searches.
Strategically, then, AI Mode is a response to tools like ChatGPT, Perplexity and Bing Copilot: Google wants to keep users within the search engine, but at the same time add value through context, nuance and direct interaction.
Strategic impact: how AI Mode is changing search behaviour
With AI Mode, the purpose of search is shifting: from "finding information" to "getting answers and insights". This has major implications for SEO and online visibility.
- From keywords to context
SEO shifts from keywords to meaning and intent. AI models understand relationships between topics. Pages that delve deeper into context, connections and practical applications are more likely to be summarised.
- Fewer clicks, but more valuable visitors
AI Mode summarises information and displays relevant links. Total clicks may decrease, but users who click through are better informed and have a stronger buying intention.
- Brand authority and reliability become crucial
Google continues to link AI Mode to its existing quality principles (E-E-A-T):
- Expertise - content written by specialists
- Experience - real life experience or cases
- Authoritativeness - clear brand or sender
- Trustworthiness - transparency and acknowledgement of sources
Those who invest in content that sends these signals are more likely to remain visible in AI results.
Practicality: what should companies do next?
AI Mode is changing not only how people search, but also how companies should produce content.
- Structure your content
Use clear headings, short paragraphs, tables and bullet points. AI should be able to interpret content easily.
- Write for people, not search engines
The AI assesses context and relevance. Aim for complete, understandable and useful answers in natural language.
- Optimise for queries
Users ask complete sentences or follow-up questions. Therefore, add FAQ sections and use question-oriented headings ("How does...", "What is the difference between...").
- Strengthen your brand and author signals
Use author pages, case studies and customer references. AI models are more likely to select content from recognisable and trusted senders.
- Monitor AI traffic trends
Expect Google to distinguish between classic traffic and AI traffic in Search Console. Keep a keen eye on this data to spot patterns.
What does this mean for marketers and SEO specialists?
AI Mode is more than a technical addition. It is a strategic shift: from keyword optimisation to knowledge positioning.
For marketers, that means:
- SEO and content strategy are growing closer together
- Companies should invest in content authority rather than superficial content
- Conversions come less from quantity (number of visitors) and more from quality (intent and relevance)
The winners of AI Mode are brands that deliver real answers, expertise and value - not the ones with the most pages or keywords.
Conclusion
The launch of Google AI Mode is a big step towards intelligent, contextual search experiences. For users, it means faster insights. For businesses, it means adapt or disappear from view.
Those who look ahead see opportunities above all: content that is clear, in-depth and reliable will remain indispensable - even in an AI-driven search environment. The future of SEO no longer lies in positions, but in relevance, reliability and context.
Want to know how your brand stays visible in AI Mode and SGE?
At Alona Marketing, we help companies future-proof their content strategy - with data, insight and smart optimisation for the new search landscape.
📩 Take contact on for an analysis of your current SEO strategy or AI search visibility.
