AI Mode and the Future of Search

The world of search is seeing one of the biggest shifts in over a decade.

With AI powered search engines like ChatGPT and Perplexity becoming more common, Google’s AI Mode is the next step in redefining how we find information online.

Contrary to all the usual doomsday headlines about SEO being dead – this isn’t the end, it’s the change to evolve and grow.

At Novus, we’ve been prepping for this moment for the last few months (since even before AI Mode launched in the US). Here’s what you need to know to stay ahead.

At Novus, we’ve been preparing for this moment for months. Here’s what you need to know about AI Mode, why it matters, and how we’re keeping your business ahead.

What Is AI Mode?

AI Mode is Google’s answer to rising popularity of generative AI tools like ChatGPT. Launching in the UK at the end of July, it’s a more personalised, conversational search experience.

From Google’s perspective, the goal remains the same – deliver the most relevant answer to someone’s search query. Except now, rather than just looking at keywords and search terms, Google has problem solving capabilities.

Whereas the previously released “AI Overview” is great at answering “What is” style questions without the user needing to go to a website, AI Mode is an entirely new (and currently optional) interface aimed to streamline complex queries and research.

Think of it like this:

• AI Overview = Quick answers.
• AI Mode = Full problem solving assistant.

AI Mode does away with the normal “10 blue links per page of Google” and instead engages in conversation, able to break down complex questions, deliver structured responses and make personalised recommendations based on your information and preferences.

Why AI Mode Matters for SEO

This is the biggest development in search for over a decade. Whilst most agencies had barely gotten their heads around the idea of link building and UX optimisation, AI Mode has pulled the rug out from the industry again.

It’s the first step towards hyper-personalised search. Whereas traditional search results are (mostly) the same for everyone, AI Mode tailors responses based on information it understands about you – age, location, behaviour, interests etc.

This means:

1. Visibility will become audience-specific, not just keyword-based.
2. AI will reward depth and relevance, solving complex user problems in a more holistic way.

Although adoption rates will vary by industry, and search intent, those who act early will have the opportunity to make a greater impact.

What to Expect from AI Search

AI Overviews have already seen many websites lose low-intent search traffic from searches like “What is SEO?”, as user’s no longer need to go to a website to get the answer.

And whilst all of our clients have seen continued year-on-year SEO traffic growth, we expect that AI Mode will also, over time, reduce the amount of traffic that comes to your website.

Whilst it’s never good to see the numbers go down, and it could be damaging from a branding perspective – there is an opportunity to filter more purchase-intent ready traffic.

Here’s why:

• Low intent users rarely convert. Losing their clicks doesn’t hurt business outcomes.
• AI Mode surfaces long-form, high-value answers, which means brands have a new path to visibility—through helpful, expert content, not just keywords.

Key Takeaways:

• Expect less traffic from low-value searches.
• Gain more qualified, engaged users.
• Boost brand exposure inside AI-generated results.

Beware the “Wild West” of AI SEO

As with any major shift, AI Mode is creating a gold rush in the industry, and not all that glitters is gold.

Expect to see:

• A rise in SEO mis-selling and AI “hack” formulas.
• Black hat tactics repackaged as “AI optimisation”.
• Every “guru” claiming to know the secret sauce.

Let’s be clear – the key fundamentals of Google haven’t changed. Deliver the best response to someone’s query. That means nurturing trust, quality and relevance. That hasn’t changed. So long as people are looking for products and services online, that won’t change.

Our focus is very much on sustainable, compounding growth, not short term tricks and hacks. We’re not trying to game AI, but instead developing real, long term visibility to grow businesses.

How We’re Already Adapting

With AI Mode launching in the US earlier in the year, we’ve know this is coming, and have been laying the foundations for some time. Whilst we’re not going to give away all our secrets, here’s some of the ways we’re adapting our SEO strategies.

• Building brand mentions, not just backlinks.
• Implementing advanced schema markup for clarity and machine readability.
• Creating persona-specific content targeting real-world questions and needs.
• Streamlining onsite SEO, including smart URL structures and headings.
• EEAT amplification – boosting your site’s Expertise, Experience, Authoritativeness, and Trust.

The core building blocks of good SEO haven’t changed, but Google’s weighting, has. And we’re already months ahead.

Final Thoughts

AI Mode isn’t going to be an overnight change for search. Traditional Google search is going to have a place for years to come (probably). But it is a clear statement of intent by Google – AI search is the future. And like all game-changing technology, first movers have a massive advantage.

If you’re working with us, you’re already ahead. If you’re not, now’s the time to have a serious think about your SEO strategy.

In the new world of AI powered search, brands that adapt early will lead.