Google I/O 2025: Search Entering a New Era

Rolling out first in the U.S., AI Mode can now be used as a default tab in Google Search, alongside the traditional results page. Google is heavily backing this shift, and while adoption will likely take time to build, their signal is clear: this is the direction they are pushing search. Embedding AI across the board, so it’s less of an AI add-on but Gemini being core to the search offering.

What Is AI Mode?

AI Mode transforms search from an informational retrieval based public directory into what can effectively be a deeply personalised assistant.

So, instead of presenting the same list of links to everyone, Google will curate results based on each individual user’s unique elements. Drawing on personal data from it knows about you from all Google products, be that Gmail, YouTube, Fitbit, past searches, Google Maps etc.

This means a truly immersive search experience that is tailored to you and your habits, preferences, emotions and life events.

What This Means for Marketers

This marks a strategic shift in visibility, content and customer engagement. AI Mode filters not just by intent or location but other elements like identity or preference. Meaning its tailored and different to all.

Key elements we should consider:

A move from a customer ‘journeys’ to a customer ‘moments’

The traditional awareness-to-conversion journey will no longer apply in a linear sense. We talked about the previous notion of messy middle on the last masterclass; and how users have - but will likely with AI mode be more likely - to drop into search at unexpected stages, prompted by other elements happening in their life.

So, here we need to continue to create content that serves multiple intent levels. But optimise for varying cues and customer questions or pain points rather than just pure-play transactional terms.

The power of a brand

Brands that are already within a user’s ‘world’ will have an advantage with the concept of ‘Personal Context’. AI Mode may not show results from brands a user has never engaged with — unless signals suggest relevance. So, the holistic approach we try to encourage, for brand discovery across many platforms outside of Google ‘search’, will continue to be important. Be that TikTok or YouTube (Shorts & Videos) for example.

The importance of Content Structure

Moving forward the key is being the source Google selects to summarise be that in AIOs or within the AI mode output. Which could be references, tables, lists, visuals or map listings. Alongside the concept of one prompt fanning out and covering multiple search queries.

So, we will need to adapt content and make it align with the various elements different users will find useful for their personalised questions or searches. So we need to continue to not focus on singular keywords or queries, but double-down on truly valuable content with elements that supports what they need at stages or specific situations.

Traffic will start shrinking and measurement will be different

With AI Mode summarising answers directly in the search interface, and creating a more frictionless experience, it is sure that many users won’t click through at all. Zero-click won’t be the minority; it might be the majority. Be we will need to ensure the brand is present and visible. Google highlighted how AIOs drive better, longer-staying visits so we may get in front of less individuals, but they will likely be more qualified. Meaning a need to prioritise valuable information and showcase credibility / brand trust. Lack of legacy measurement metrics may also be a challenge, as Google appears to not be forthcoming with how this will be tracked or showcased whether in GSC or Google Analytics.

Authority building will continue to be vital

Within AI Mode, Google will have to consider similar content and prioritise those that are from trusted and reputable sources. So, the concept of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) matters more than ever. Which includes key on-site aspects alongside building the brand and authority into the website through relevant Digital PR activities.

In Summary, AI Mode really marks the beginning of an intent-first, user-focused, multi-format discovery experience. And traditional SEO is still important, but we just must consider that it now lives within a broader ecosystem – which is AI-led – and focused on personalised understanding of the individual.

At Mediaworks, we’re already supporting clients through this shift by focusing on:

• Audience-first strategies grounded in life events or real user question or challenges

• Multi-format discovery that places brands where users are already spending time

• Content ecosystems built to align with AI expectations and user context

• Authority building through high-impact relevant PR

We’re excited about what’s to come, and the direction of travel for search is clear. Bringing with it new ways to connect with audiences in more personalised ways. But as with any shift of this scale, timing is critical. Rather than rushing to adopt changes too quickly, the priority is understanding where these developments can add genuine value. So, focus should remain on watching the rollout closely, learning from how it performs in practice and responding accordingly.

If you’d like to discuss how these changes could shape your digital strategy, our team is here to help, feel free to get in touch.