What Does Google’s AI Mode Mean for Marketing and Content?

_{Estimated reading time: 3 min}

Yesterday, September 23, 2025, Google began rolling out AI Mode in Spanish, a feature that completely transforms searches and the search experience, and that will bring about a 180-degree shift in how brands, content creators, and digital marketing professionals need to approach their online visibility.

What is Google Search’s AI Mode?

AI Mode is a tab within Google’s search engine and mobile apps that provides results generated by artificial intelligence—results that are much richer, more contextual, and more visual than traditional search results. It runs on Gemini 2.5, Google’s most powerful model to date, and is capable of:

• Solve complex problems with a single query.
• Use text, voice, or an image as input.
• Provide summaries, comparisons, tables, or lists generated by AI.
• Provide relevant links that are of higher quality and greater depth.

In short: search on your own, “think things through” on your own, and present content as if it were a conversation.

The Direct Impact on SEO: Goodbye to Traditional Searches

One of the most significant changes is that AI Mode prioritizes responses generated by Google ‘s own AI over traditional search results. Although it still includes links to websites, these are more selective and are contextualized within a much more elaborate response.

This means that:

• Competition to appear in these featured links will be very fierce.
• Poor, generic, or outdated content will fall off the AI’s radar.
• Content that demonstrates authority, depth, and expertise will be rewarded more highly .

Useful, Well-Structured Content: New Keys to Search Engine Optimization

Google’s AI breaks down complex queries into multiple subqueries (a process known as “query fan-out”), which means that websites must answer users’ questions in a comprehensive, structured, and accessible way. It’s not enough to simply repeat a keyword; you have to address real needs.

That is why it is essential:

• Create content with a clear purpose and structure (H1, H2, lists, tables, etc.).
• Use natural, direct, and approachable language.
• Answer specific questions accurately.
• Include multimodal content: images, videos, or downloadable data.

And what about branded content?

AI Mode is not the enemy of editorial or brand content. Quite the contrary: it values originality, experience, and consistency more than ever. This is where brands with a strategic approach and a clear voice gain an edge.

What does all this mean for brands?

• They should create content with a brand-focused approach, not just for SEO.
• Focus on specialized knowledge and demonstrable expertise (E-E-A-T).
• Integrate branding and performance across the board.
• To be visible in AI search results, you need to create content that is useful, reliable, and human-centered.

A Conclusion (For Now)

Google’s AI Mode isn’t just a new feature—it’s a paradigm shift in the way users access information and brands engage with them. It’s an opportunity for those who create content with purpose, knowledge, and real value.

Content written by an AI agent under human supervision and editing