Understanding Google AI Mode: Overview & Functions

The search engine as we know it is dying – and Google itself is pulling the plug.

With AI Mode, the search giant is transforming its most important revenue source into a personalized AI cockpit that completely ewrites the rules of digital marketing.

No longer will keywords or rankings determine your success, but how well your brand performs in a world where every user receives unique, tailored answers.

What Is Google AI Mode?

Google AI Mode is an advanced AI-powered search function that goes beyond traditional search results. Unlike the already familiar AI Overviews, AI Mode appears as a separate tab next to regular search and uses Gemini 2.5, Google’s most powerful AI model, to answer complex questions.

AI Mode was initially introduced as an experiment in Google Search Labs in March 2025 and has been available to all US users since May 2025. Since October 7, 2025, AI Mode can also be used in Germany, Austria and Switzerland.

The core function of AI Mode is the so-called “Query Fan-out” technique (it was also already used for AI Overviews).

Instead of a single search, Google simultaneously conducts numerous sub-searches, analyzes the results, and summarizes them into a comprehensive answer.

• More comprehensive answers: AI Mode delivers more complete information than traditional search results
• Conversation-based: Users can ask follow-up questions and conduct a dialogue
• Personalized results: Each user receives individual answers based on their data
• Multimodal functions: Supports text input, voice, and image analysis

Google AI Mode in numbers:
According to Google CEO Sundar Pichai, search queries in AI Mode are on average 2-3 times longer than traditional Google searches—sometimes even 5 times as long.

What Does AI Mode Look Like?

Here’s the official promotional video from Google:

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For example, this is what the output looks like for an informational search query:

Here’s an example of a very specific product search:

And this would be an example of a commercial B2B search:

How Does Google AI Mode Work?

Google AI Mode doesn’t just understand what someone is searching for, but also exactly what’s meant—based on context like location, behavior, or previous queries. It independently collects additional information, analyzes suitable content from the web, and creates a direct answer instead of just showing links (patent).

Let’s look at the process step by step:

1. Query Input (Multimodal)

Users enter their question via text, voice, or image. This input is analyzed by the system and matched with possible related search intents.

2. Context Is Included

Google uses user signals like location, device, previous search queries, Gmail or Maps data – everything that helps better understand the question.

3. Initial Interpretation by the Language Model

The language model (e.g., Gemini 2.5) analyzes the query and derives what intention lies behind it – such as: Does the person want to buy, compare, or just gather information?

4. Generation of Parallel Search Queries (Query Fan-Out)

The AI independently creates several supplementary search queries to gather additional information – also based on user context.

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5. Documents Are Retrieved from the Index

Google retrieves suitable content from the web – not just for the main query, but for all generated secondary queries.

6. Query Is Classified

The search query is categorized: Is it informational, transactional, comparative? This determines what the answer should look like.

7. Specialized Language Models Generate the Answer

Depending on classification, specialized AI models come into play – such as for extraction, summarization, or decision support.

8. The Final Answer Is Created

The AI’s answer is compiled from various sources and content—and formulated in natural language.

9. Display in the Frontend

The finished answer is displayed in the Google interface – often with references to individual sources. A click to your website is possible but not guaranteed.

My Assessment as Video from June 4, 2025

I share my assessment on the future of search and the changes coming for all of us in this video:

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How Do AI Mode and AI Overviews Differ?

AI Overviews and AI Mode are two different implementations of Google’s AI technology in search:

• AI Overviews: Appear directly in regular search results above organic hits and summarize information
• AI Mode: A separate search experience with its own tab that enables deeper, conversation-based interactions

The most important differences at a glance:

Feature	AI Overviews	AI Mode
Integration	Part of regular search results	Separate tab/mode
Depth	Summary from few sources	In-depth analysis from hundreds of sources
Interaction	Limited follow-up questions possible	Complete dialogue with context understanding
KI-Modell	Adapted Gemini model	Full version of Gemini 2.5
Functionality	Mainly text-based answers	Multimodal functions, Deep Search, visualizations
User Control	Automatically displayed	Conscious user choice through tab switch
Personalization	Limited	Comprehensive with Google account data

How Does AI Mode Differ from ChatGPT?

Orientation

ChatGPT: An AI-powered chatbot based on the GPT-4 model, designed for text generation, answering questions, and creative tasks.

Google AI Mode: A new feature in Google Search based on the Gemini model, aimed at improving search queries through AI-generated, context-related answers.

Data Access & Personalization

ChatGPT: Has limited access to current web data and starts without specific user information. Personalization occurs over time through interactions.

Google AI Mode: Can, with user consent, access personal data from Gmail, Google Drive, YouTube history, and other Google services to immediately deliver personalized answers.

Functions & Integration

ChatGPT: Offers functions like text generation, code creation, image generation (with DALL·E), and data analysis. Integration with various tools via plugins is possible.

Google AI Mode: Integrated into Google Search and offers AI-generated answers directly in search results. Uses the Gemini model for multimodal inputs, including text, images, and voice.

Multimodality

ChatGPT: Mainly supports text and image processing. Voice and video processing are limited.

Google AI Mode: Offers comprehensive multimodal capabilities, including text, image, audio, and video processing, enabling more versatile interaction.

What Core Functions Does AI Mode Offer?

1. Deep Search

Deep Search is the most advanced research function in AI Mode. It can execute hundreds of search queries simultaneously, analyze the results, and create a comprehensive, fully cited report. For complex research that would normally take hours, Deep Search delivers well-founded answers within minutes.

• Time savings: Complex research in minutes instead of hours
• Complete source citations: Every piece of information is verifiably documented
• Thematic depth: Coverage of different perspectives and aspects
• Structured presentation: Clear organization of complex information

2. Agentic Tasks

AI Mode can actively take over tasks for the user—a function Google has developed under the project name „Mariner” These agentic functions – tasks the AI performs independently for the user—take over annoying routine tasks and save time.

Instead of just providing information, AI Mode can, for example, actively search for the best ticket offers for an event, compare prices, and prepare the purchase process. It can suggest restaurant reservations based on preferences and availability or coordinate appointments for local services.

Google works with partners like Ticketmaster, StubHub, Resy and Vagaro to enable this seamless integration.

3. Personalized Recommendations

With user permission, AI Mode can access personal data from the Google account to deliver tailored answers. This 1:1 personalization makes every search experience unique and dramatically increases the relevance of results.

AI Mode can, for example, consider appointments from your calendar when you search for restaurants, or recognize travel plans from your Gmail confirmations to provide suitable local recommendations. It can even derive preferences from your previous search behavior to suggest more relevant products or services.

4. Visual Data and Live Functions

AI Mode goes beyond pure text answers and offers advanced visual functions. It can create dynamic charts and graphics in real-time to make complex data more understandable – such as in financial comparisons or statistical analyses.

Particularly innovative is the live camera function, which allows users to point their smartphone camera at objects and immediately receive information about them. This function, based on Google’s “Project Astra,” seamlessly connects the real world with digital knowledge.

For the e-commerce sector, AI Mode also offers virtual try-ons: users can upload a photo of themselves and see how clothing items would look on them without having to physically try them on.

What Use Cases Are Available for Companies and Users?

1. Shopping and Product Search

AI Mode revolutionizes online shopping through comprehensive product comparisons, personalized recommendations, and virtual try-ons. For companies, this means product data must be structured and comprehensively available to be considered in these AI-driven shopping experiences.

Intelligent product search in AI Mode goes far beyond simple keyword matches. It understands complex queries like “Find me a waterproof camera under $300 that’s good for underwater shots on vacation” and delivers suitable products with reasoning why they meet the requirements.

Company Type	Advantages Through AI Mode	Required Adjustments
E-Commerce Companies	More precise customer targeting, higher conversion rates	Structured product data, detailed attributes
Manufacturers	Direct highlighting of unique selling points	Clearly communicate unique product characteristics
Brands with Customer Loyalty	Preferred display for returning customers	Strengthen customer loyalty programs

2. Event Tickets and Bookings

The agentic capabilities of AI Mode significantly simplify booking processes. Companies in these industries should make their offers accessible to Google via APIs and structured data to be considered in these automated processes.

A concrete example: If a user asks for “2 cheap tickets for the Reds game on Saturday in the lower tier,” AI Mode automatically analyzes hundreds of ticket offers from various providers, compares prices and seat quality, and presents the best options—complete with purchase link.

For restaurants, this means availability, menus, and reviews must be easily accessible so AI Mode considers them in reservation requests. Local service providers like hairdressers or craftsmen benefit from integration into booking systems like Vagaro to appear in appointment suggestions.

3. Research for Complex Topics

The Deep Search function is particularly suitable for scientific research, market analyses, and technical problem-solving. For content creators, this means in-depth, well-structured, and professionally sound content gains importance as it’s preferred by Deep Search.

Deep Search is particularly valuable for:

Application Area	Usage Example
Scientific Research	Comprehensive literature research on specific research questions
Market Analyses	Detailed competitive analyses and identification of market trends
Health Information	Summary of current findings on medical topics
Technical Problem-Solving	Step-by-step instructions for complex technical challenges

What You Should Take Away Now

Google AI Mode marks a paradigm shift:

Away from traditional search results toward contextualized, personalized, and multimodal answers. Instead of ten blue links, AI delivers a single solution tailored to the respective user – including automated research, recommendations, and actions.

Those who want to understand how user behavior is changing, why traditional rankings are losing relevance, and what new opportunities are emerging must grasp AI Mode in its full functionality.

Only those who understand how Google thinks and what data flows, models, and interfaces work in the background can make informed decisions for marketing, content, and digital visibility.

Frequently Asked Questions