The search landscape is evolving at breakneck speed, and Google is leading the charge with its latest advancements. AI Overviews – Google’s AI-powered search responses – are getting a upgrade with Gemini 2.0, and a brand-new experimental feature, AI Mode, is rolling out in the US for some users.
Here’s what’s new and why it matters.
Expanding AI Overviews with Gemini 2.0
Google’s AI Overviews have already transformed the search experience for over a billion users. Now, powered by the advanced capabilities of Gemini 2.0, AI Overviews are set to improve.
Key Upgrades:
- Enhanced Multimodal Capabilities: AI Overviews can now process complex queries, integrating text, images, and even coding-related questions.
- Faster & More Accurate Responses: Gemini 2.0 ensures that AI-generated answers are not only quicker but also more precise.
- No Sign-In Required: Access AI Overviews without logging into a Google account—making them more accessible than ever.
- Expanded User Base: AI Overviews are now available to teenagers, allowing younger audiences to benefit from AI-driven insights. Its not clear how Google would know a teen user vs an adult for those not logged in.
With these improvements, AI Overviews aren’t just summarising search results—they’re becoming a powerful assistant for tackling deeper, more intricate queries across various domains.
For brands AI Overviews are a branding opportunity to occupy the top real estate on the SERP, however there are also concerns that AI Overviews reduce clicks to websites – the user receives the information they need with no need to click.
Introducing AI Mode: A Game-Changer for Search
Google’s AI Overviews have proven popular, but many users want even more AI-powered assistance. Enter AI Mode, an experimental feature designed to take search to the next level.
Here users will click a tab, the traditional SERP disappears and a whole page is generated with the answer to your question.
What AI Mode Brings to the Table:
- Advanced Reasoning & Problem-Solving: AI Mode is built to handle complex, multi-step questions, providing well-structured responses that incorporate deeper analysis.
- Conversational Interactivity: Unlike traditional search, AI Mode allows for follow-up questions, creating a more intuitive and personalised search experience.
- Real-Time Data Integration: AI Mode doesn’t just rely on static web content—it taps into fresh data from the Knowledge Graph, shopping databases, and live sources.
- Dynamic Query Processing: Using a ‘query fan-out’ technique, AI Mode runs multiple searches in parallel to compile the most comprehensive and accurate results.
For instance, if you ask AI Mode, “What’s the best fitness tracker for runners with heart rate monitoring and GPS?”, it won’t just list a few options. Instead, it will break down the key differences, highlight expert reviews, and even suggest related follow-up queries, such as “Which tracker has the longest battery life?”.
Video source: Expanding AI Overviews and introducing AI Mode
The Future of AI Search: What’s Next?
Google is rolling out AI Mode as a limited opt-in experiment via Google Labs in the USA, starting with Google One AI Premium subscribers. This phased release allows Google to refine the experience based on real-world feedback before expanding access more broadly.
This is the same approach that Google had with SGE which became AI Overviews.
While AI Mode aims to provide reliable and objective responses, Google acknowledges that early-stage AI products can sometimes introduce unintended biases. To mitigate this, Google is investing in:
- Stronger Factual Validation: AI Mode prioritises high-confidence responses but defaults to traditional search results when uncertainty is detected.
- Visual & Interactive Enhancements: Future updates will integrate richer visuals, videos, and interactive elements for a more immersive search experience.
What This Means for Search Marketers and SEO teams
The rise of AI-driven search means businesses and digital marketers need to rethink their SEO and content strategies. Here are some key takeaways:
- Prioritise High-Quality Content: AI Overviews and AI Mode will surface content that is well-structured, informative, and authoritative.
- Leverage AI for Visibility: Expect SGE (AI Overviews) Ranking Reports to become a crucial tool for tracking how AI-generated results impact visibility. Learn more about SGE Ranking Reports.
- Optimise for Conversational Queries: With AI Mode’s interactive approach, optimising for long-tail, question-based queries will be essential.
For more insights on the evolving search landscape, explore our latest content on Integrated Search Marketing Services.
Final Thoughts
Google’s AI-powered search evolution is more than just an upgrade – it’s a fundamental shift in how we access and interact with information. With AI Overviews expanding and AI Mode introducing a new layer of AI-driven intelligence, the future of search is more dynamic, intuitive, and tailored than ever.
As always, staying ahead of these changes is key. Whether you’re a brand, marketer, or everyday search user, embracing AI-driven search tools will be crucial in navigating this new era of digital discovery.
If you’re interested in learning more about how this update might affect the search landscape, sign up for our Future of Search event in which we explore cutting-edge technologies that are shaping the way we find information online.
Event details
Date: Wednesday, 2 April 2025
Time: 08:30 AM
Location: TIPi Group Offices, London
