Google AI Mode: When the Search Engine Becomes a Store

_{Estimated reading time: 5–6 minutes}

What Google has just done with AI Mode is going to force our industry to rethink many things, because it’s not just that they’ve released an improvement to the search engine or a new version—it’s something much more profound: search itself is becoming a conversation. In this context, advertising no longer plays the same role.

Google has been moving in this direction for some time now with its generative search experiences, where the result is no longer a list of links but rather a summary generated by AI.

As we all know, until now, we would go online to look for something, compare options, and make a decision. It was a process that could take more or less time, depending on the user’s preferences and their ability to search and make decisions, but ultimately it was the same familiar process. Now this has changed: users ask complex questions, receive a structured answer, and, in many cases, make a decision without ever leaving the site.

This changes everything.

The moment of searching is no longer a moment of searching

Previously, we searched for: “best car insurance.”
Now you can say, “I’m 35 years old, I don’t drive much, and I want something affordable but reliable—what do you recommend?”

It’s not the same. There isn’t a clear keyword anymore. There’s much more context, nuance, and genuine intent. And above all, there’s an expectation: that the answer will solve the problem.

At that point, Google ceases to be an intermediary and becomes more of an advisor, and if the user doesn’t need to leave the conversation to make a decision, the battle is no longer about the click.

Advertising is shifting from competing for visibility to competing for relevance

Google has already confirmed that ads are beginning to be integrated into AI-generated responses, rather than appearing solely as separate links, so it’s no longer just about appearing—it’s about being part of what the AI considers a good answer.

Less visual impact, yes, but much more influence. Because when a brand appears within a well-reasoned recommendation, it carries much more weight in the decision-making process than a simple sponsored link.

The funnel narrows (almost disappears)

For years, we’ve worked with a fairly clear framework: awareness, consideration, conversion. But of course, in a conversational setting, that journey is greatly shortened when a user expresses a need and the AI directly suggests the best options; the decision can be made right then and there.

Not always, but increasingly so. Various analyses point precisely to that: generative search reduces traditional exploration and focuses value on the answer itself.

That requires a shift in focus:

• Less obsession with traffic
• More focus on being present at the moment of decision
• Less optimization per click
• More because of their influence

The problem isn’t losing traffic; it’s disappearing without even realizing it

This is one of the most sensitive issues, because we’re not dealing with an obvious drop that you can spot in Analytics from one day to the next.

It’s a little quieter.

The user can:

• Do not click
• Don’t visit your website
• But I do have to make a decision

And that means you could start losing relevance without any immediate, clear indication.

Some industry analyses are already highlighting this risk: brands that become invisible because the decision is made directly within the AI interface.

So, what really changes?

On the one hand, SEO is still important, but it’s no longer enough just to rank; now you have to think about how AI interprets your content, whether it considers it reliable, and whether it uses it as a source.

On the other hand, media buying becomes more complicated. There is less direct control, less visible inventory, and greater reliance on how the system decides to construct the response.

From an advertising perspective, this represents a significant shift in how advertising spend is planned and measured, with less control over traditional placement and greater reliance on the system.

And then there’s creativity, which once again plays a huge role—not so much because it’s eye-catching, but because it’s useful, clear, and easy to understand. Because in the end, it’s a model that “chooses” what appears.

What Google is building is not a search engine

Google is evolving from a search engine into a decision-support system. This means that marketing must adapt to an environment where:

• Users don’t explore as much
• Trust the answer more
• And make decisions faster

A risk is always an opportunity

We’re still in the early stages, which means that many brands haven’t yet adapted their approach to search, content, or media to this new landscape.

Those who do so first will have a clear advantage—not so much in terms of volume, but in terms of the quality of their presence.

Ultimately, the question is no longer whether you’ll continue to invest in Google, but rather: Is your brand ready to be part of an AI-generated response?

Written by an AI agent under human supervision