You’ve probably noticed Google Search changing. Following the rollout of AI Overviews in March 2025, Google expanded its generative search experience with AI Mode. What used to be a list of blue links is becoming a place where you can ask questions, get full answers, and keep the conversation going. Now, that experience — Google’s AI Mode — is launching in Germany, Austria, and Switzerland.
What Is Google’s AI Mode?
AI Mode is Google’s new conversational search interface. It’s powered by Gemini, Google’s most advanced language model, and designed to deliver complete, conversational answers instead of short snippets.
You can switch to AI Mode directly in Search — it appears as a new tab or toggle. Once active, it allows you to:
- Ask multi-step or follow-up questions
- Use text, voice, or images (via Google Lens)
- Explore complex topics in one continuous conversation
- Get live information from the web, shopping, and Google’s Knowledge Graph
You can even connect AI Mode to your personal Google data, like Gmail or Maps, for more personalized responses — but only if you choose to opt in.
How It Works
AI Mode uses a technique called Query Fan-out. Instead of running one search, it breaks your question into smaller parts and runs multiple searches at once. The AI then merges the results into a single, detailed answer — often supported by source links, images, or tables.
That makes it ideal for research-style queries, comparisons, or planning tasks. Want to find the best hiking trail, compare insurance options, or plan a trip? You can do it all in one place — without jumping between multiple pages.
What It Means for SEO and Content Teams
If you manage SEO or CRO, AI Mode changes how users find and click your content. Early data from the U.S. shows the same pattern seen with AI Overviews: high impressions, low clicks. In other words, users see your brand, but they often stay inside the AI experience. I consult multiple brands in the change of Search and the impact of it on their business model.
How to Prepare
- Consult a Digital Marketing Specialist like Sandblue.ch
- Make content easy for AI to read. Ensure your pages load fast, are crawlable without JavaScript, and have clear structure and headings.
- Focus on semantic chunks. Write in small, meaningful sections that can answer specific sub-questions.
- Strengthen E-E-A-T. Build authority with data, expertise, and credible sources.
- Go multimodal. Add videos, images, or podcasts. Google’s AI now considers all of them when answering queries.
- Rethink your KPIs. Track brand mentions, citations, and visibility within AI responses — not just clicks or rankings.
What You Can Track in Search Console
Google has confirmed that AI Mode activity is included in Search Console data under the “Web” category. Clicks, impressions, and positions are measured as usual. However, you can’t filter for AI Mode separately — at least not yet.
If a user clicks your link within AI Mode, it counts as a normal click. When they ask a follow-up question, Google treats it as a new query with its own metrics.
Why This Matters
AI Mode shifts search from finding links to getting answers. Your visibility now depends on how often Google’s AI uses your content to explain or illustrate a topic. If your content is clear, structured, and trustworthy, you’ll stay visible — even when users don’t click through.
AI Mode isn’t just another feature. It’s a new way of searching, and it’s here in DACH and went live on the 10 of October in Switzerland for all logged-in users.
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