The Future of Consumer Behaviour? Google’s AI Mode
Google’s AI Mode, the straw that may well break the camels back in the consumer shift towards zero click searches. If said shift in consumer behaviour wasn’t already well underway, Google unveiled the final nail in the coffin at their I/O 2025 update yesterday.
A zero click search occurs when a search engine results page (SERP) displays the answer to a user’s query via a rich/enhanced SERP feature, at the top of the results, that means the user doesn’t click on a traditional search listing (blue link).
Whether we like it or not, this long-anticipated (and widely predicted) change may well redefine how consumers research brands, products, services, and everything in between online.
While the concept of AI-powered search isn’t exactly breaking news, the game-changing aspect lies in how accessible this technology will soon become to everyday users. However, there are a few things that we don’t know yet regarding the full launch of AI Mode.
For example, the UK launch date is yet TBC. Though Google’s ‘AI Mode’ launched in the US on Tuesday the 20th May 2025, becoming available to all users as a selectable option within the Google search bar (as shown below). This official rollout followed a testing phase in Google Labs and with Google One AI Premium subscribers, which has been ongoing since March 2025.
Image: Search Engine Land
What is also unconfirmed, is whether Google will eventually set this mode as the default search method for all users. Though for now, ‘AI Mode’ is showing to the left of the ‘All’ results tab.
Millions, if not billions, have flocked to AI tools over traditional search engines since their introduction in late 2022. ChatGPT, for example, reportedly handles over a billion queries daily.
So with Google facilitating more than 8.5 billion searches each day, the potential impact this may have on web behaviour is staggering.
So, What Is Google’S NEW AI Mode?
AI Mode looks to introduce a conversational, AI-powered search experience directly within Google Search. Similar to (and powered by) their Gemini AI model, yet designed to keep people within the Google Search window rather than on an external platform. So instead of the familiar list of blue ‘organic’ links, users will now greeted with detailed, context-rich answers.
This new model is designed to handle complex, multi-part queries, drawing insights from across the web and presenting them in a single, interactive summary. With Google even stating how you can ask 10 questions in a single search if required. With the aim being serving users with cohesive, actionable insights based on complex and very specific queries, something traditional search simply couldn’t deliver.
How will this affect the Digital Marketing industry?
What Does This Mean for ‘TRADITIONAL’ SEO?
Alongside this shift in consumer behaviour, Google’s AI Mode will undoubtably shake up the digital marketing industry in its entirety. Not just for SEO and PPC agencies (like us here at Eighty Eight), and how these services have been traditionally approached. It should also start to reshape how people create, format and distribute content. With video, PR and social media services being arguably more important than ever moving forward.
Here’s what marketers and business owners need to consider, and begin to almost expect as the norm moving forward:
- Organic clicks and traffic are sure to decline further, while zero-click searches will continue to rise.
- Low-quality content will be further deprioritised, making it even harder for thin or generic pages to gain visibility. AI is looking for comprehensive solutions to complex queries and consumer questions. Content specificity and purpose is key.
- Analytics (and attribution in general) will become more complex and harder to track. Currently, there’s extremely limited visibility around performance within Google’s AI Mode and zero-click queries. This lack of transparency is also a challenge that exists within ChatGPT, Perplexity, Claude, and other LLM platforms. Will we ever be able to find any data on the queries AI models have been asked? Unfortunately, we think not.
- With zero-click sessions increasing, and following on from said analytics and attribution issues, Google is adding rel=”noopener noreferrer” to all AI results. Therefore, ‘Direct’ traffic is set to increase across the board. Yet, we could argue this traffic is far from direct…
OUR Take: ADAPT, OR PAY THE PRICE
As cringey as it may sound, don’t fear the changes to the industry, embrace them. We know the shift is happening, so do something about it. In the UK we’re lucky enough that the change hasn’t been launched yet, so now is the time to act.
We know AI rewards trustworthy brands and businesses that provide genuinely valuable information, services, and products. So now is the time to showcase what sets your brand apart by publishing well researched, expert-led, and truly helpful content.
Expand your brand presence beyond your website and social channels (yet please don’t neglect your own channels, does your website and social presence actually accurately describe what your business does or provides?). We know the search results page (SERP) has been evolving for years, with more rich features being added regularly; so now is the time to leverage every available content format to keep your business visible and relevant. Whether that be Reddit or third party discussion sites relevant to your industry, review platforms or video.
For example, do people have a platform accessible for your customers to review your brand, products and services? If not, address this. Give people the most opportunity to talk about and review your offering. The more people talk about and cite your brand, the more powerful it will become.
SEO Services are transitioning to ‘Brand Discovery’
At Eighty Eight Digital, we’re already redeveloping and refining an our SEO approach, and we’ve been actively advising clients on AI’s growing impact on search. And to be honest, we’re quite glad to have started this process already given 2025’s whirlwind shake up of the industry.
We believe that SEO is evolving into a broader discipline of ‘search optimisation’, with less focus on just the ‘engine’ aspect. As the search landscape continually changes, perhaps it’s time to redefine SEO services as ‘brand discovery’ services, or something along those lines. Does this not better reflect the growing importance of helping brands become more visible and authoritative across a wider range of digital touchpoints, not just within traditional search engines?
The future of search is here, those who adapt will lead.
