Google’s AI Mode to become Default: The Beginning of a New Search Era

For a long time now, I’ve been saying how AI, and in particular Perplexity, has been changing the landscape of the internet forever. When Google announced AI Mode—which is effectively a polished version of Perplexity’s approach—it only confirmed what many of us already suspected.

Google didn’t hang around either. They went from testing to rolling out at lightning speed, and now AI Mode is live in over 180 countries. More importantly though, Google has signalled it won’t just be an option for long. AI Mode is set to become the default search experience worldwide.

This marks one of the most significant shifts in how people find information online, and it carries massive implications for users, publishers, and businesses alike.

Auto-generated description: A laptop displaying Google AI MODE is on a table in a cozy café setting with people in the background.

Timeline and Rollout

  • Early 2025: Launched in the US as a Search Labs opt-in.
  • Mid-2025: Expanded quickly across English-speaking markets, reaching the UK by July.
  • September 2025: Live in 180+ countries, with exceptions like the EU due to regulatory hurdles.
  • Next Phase: Google says AI Mode will become the default for everyone “soon.”

The pace here matters. Google is clearly determined to define the next chapter of search before competitors can catch up.

How AI Mode Works

Instead of the classic list of blue links, AI Mode delivers conversational, synthesized answers using Google’s Gemini 2.5 model.

  • It pulls from multiple sources, summarises them, and presents the result in a chat-like format.
  • You can follow up naturally with questions or even take actions like booking tickets or making reservations without leaving Google.
  • New “agentic” features let Google complete tasks on your behalf, with embedded links added to keep some path open to websites.

It’s far more interactive than the search we grew up with, though it also keeps you firmly inside Google’s ecosystem.

Impact on Publishers and Website Traffic

This is where the tension lies.

  • Search impressions are up, but clicks are down. People see content referenced inside Google, but don’t necessarily visit the source.
  • Some industries report organic traffic drops of up to 60%, particularly in areas where AI Overviews answer the question outright.
  • On the flip side, studies show that while AI-driven visitors are fewer, they convert much higher—up to 23x more in some cases.

So publishers are staring down a volume problem: less traffic, but potentially higher-value traffic if they can adapt.

Market Share Shakeup

There’s also a bigger backdrop here. In 2025, Google’s market share for search dropped below 90% for the first time in over a decade. That’s a landmark moment.

For years, Google has been virtually untouchable at the top, but the rise of AI-native competitors like Perplexity, the growing popularity of ChatGPT’s search integrations, and even niche engines focusing on privacy or transparency have all chipped away.

Google’s accelerated rollout of AI Mode looks like a direct response to this. They’re not just shaping the future of search on their own terms, they’re defending territory they’ve long taken for granted.

This tells us two things:

  1. The search market is finally in flux. Users are willing to try alternatives in a way they simply weren’t ten years ago.
  2. AI has forced the hand of incumbents. Google’s dominance is still immense, but the cracks are showing, and that makes innovation far more urgent.

Publisher Concerns

Unsurprisingly, many publishers are worried about being turned into “data donors” for Google’s AI without any clear revenue share in return.

Critics argue that smaller sites could disappear, leaving only big players and Google itself controlling the flow of information. That means less diversity of voices and fewer opportunities for independent creators.

Google counters by saying this is simply user demand in action, and that they’re competing with alternatives like ChatGPT and Perplexity. But without a fair model for publishers, the balance of the web looks shaky.

What Businesses Should Do Now

Here are the strategies I’d prioritise:

  1. Optimise for AI summaries
    Focus on expertise, trustworthiness, and unique data that AI models are more likely to surface.

  2. Diversify traffic sources
    Don’t rely solely on Google. Build audiences through newsletters, communities, and direct engagement.

  3. Think “agentic”
    If Google is moving toward task completion inside search, consider how your services could integrate or capture intent at that moment.

Industry Voices and What’s Next

Logan Kilpatrick at Google DeepMind has already said the default rollout is happening “soon,” which tells us the timeline is short.

For users, the experience will feel simpler and more conversational. For businesses and publishers, it’s going to demand adaptation and experimentation.

My Take

This is one of those moments where the internet really does shift under our feet. Search as we know it is being redefined, and unlike past updates, this isn’t just about algorithms—it’s about the whole interface between humans and information.

Publishers will understandably be nervous, but I see opportunity here too. The traffic that does make it through could be far more intentional, far more ready to act. Those who adapt early—by leaning into AI discovery, diversifying reach, and building resilience outside Google—stand to do well.

The big unknown though is whether Google will share value back to the ecosystem or tighten its grip further. Either way, the next 12 months will set the tone for the next decade of the web.

The funny thing is, none of this really comes as a surprise. For anyone who has been watching Perplexity and other AI-first tools over the past couple of years, the writing was already on the wall. What’s different now is that Google has put its full weight behind the change, and that makes it real for everyone else.

AI Generated Articles