Google is rolling out a new AI-powered search interface (“AI Mode”) that replaces the familiar page of blue links with a personalised, chat-style experience that answers questions, cites a handful of trusted sources and nudges users towards the next step in their journey. Early testing shows:
- Organic links are pushed beneath an AI overview that quotes c. 5 sources on average.
- Google’s new Gemini 2.5 model remembers previous searches and preferences, letting it anticipate follow-up questions and switch seamlessly between text, voice and images.
- “Position 1” has less value if the answer is delivered inside Google and the user never clicks.
For professional-services and B2B firms, whose sales cycles depend on early-stage research visibility, this is both a risk and a fresh opportunity.
Why the change matters to B2B buying journeys
- Long, multi-stakeholder research cycles are now “remembered” by Google.
Gemini can connect dozens of related queries over weeks or months (e.g. “ISO 27001 audit checklist” → “shortlist UK auditors”), serving tailored prompts each time. - Influence shifts from keyword rankings to “trusted citation”.
Your insight may appear in an AI answer even if your site is not the top organic result—visibility is earned by perceived expertise and structured data, not just links. - Zero-click outcomes will rise.
Prospects could gather the facts they need without leaving Google, shortening your window to capture them on-site.
How leading firms are preparing
Cindy Krum describes the new discipline as “journey optimisation”: aligning content to the complete decision path, not isolated keywords.
| Priority | What it looks like in practice | Benefit |
|---|---|---|
| Strengthening authority | Publish research, expert commentary and named authors; secure citations on respected third-party sites. | Improves chances of being quoted in AI answers. |
| Adding rich schema | Mark up service pages, FAQs, case studies and product specs with relevant structured data. | Makes content machine-readable for Gemini and future proofs technical SEO. |
| Mapping the buyer journey | Cluster content around stages: awareness → evaluation → due diligence. Ensure each article links to the next step. | Keeps your brand present as Google surfaces follow-up prompts. |
| Realigning KPIs | Track AI citations, brand search lift, assisted conversions in addition to clicks. | Reflects true influence in a low-click environment. |
| Co-ordinating with paid search | Share structured feeds and entity data with PPC teams; prepare for Google’s AI-native “Performance Max” and “AI Max” campaigns. | Fills gaps where organic visibility may shrink. |
Executive action plan (next 90 days)
| Week | Action | Owner |
|---|---|---|
| 1–2 | Commission an AI-readiness audit: speed, schema, key content snippets, author signals. | Digital team / agency |
| 3–4 | Identify 10 revenue-critical search journeys and map required content assets and formats (articles, checklists, video demos, comparison tables). | Marketing + subject experts |
| 5–6 | Update or create content so each page answers one sub-question in ≤40 words before providing depth. | Content lead |
| 7–8 | Implement full schema coverage; ensure FAQs, how-tos and product/service data are marked up. | Web/dev |
| 9–10 | Establish new reporting dashboard: track AI citations manually for priority queries; add brand search and multi-touch attribution views. | Analytics |
| 11–12 | Brief sales & leadership on shift from rankings to trusted visibility; adjust targets and investment mix accordingly. | CMO / Head of Growth |
What “good” looks like in 2026
- Your brand’s insights are consistently cited in AI overviews for priority topics.
- Overall organic sessions may stabilise or fall, but branded search volume, time-on-site and conversion rate trend up.
- Content operations are integrated with structured data, PR and paid search, giving you defence (authority) and offence (visibility) regardless of interface changes.
Final thought
Google’s AI Mode is not a temporary experiment; it is the logical endpoint of a decade-long shift from keywords to context. Firms that invest now in authoritative, structured, journey-centric content will keep guiding prospects—whether those prospects click through today or discover you seamlessly via tomorrow’s conversational search.
Sources: Fiorelli G. “Why AI Mode Will Replace Traditional Search” (May 2025)
Why AI Mode will replac… | Krum C. “Journey Optimisation, Not Just Keywords” (Apr 2025)