SEO, as we know it, is about to be turned upside down. Google has launched a new search mode, called AI Mode, which aims to radically transform the way we find information online. No longer just blue links and optimized snippets, but answers processed by artificial intelligence, ready to be read without the need to visit other websites.
If all this wasn’t already enough, Google has also introduced a crucial update to the robots.txt file, which allows website owners to decide whether their content can be used to train AI models. In other words, content creators now have more control, or so it seems. But what does all this mean for the
AI Mode: the search engine becomes a virtual assistant
Google AI Mode is a real paradigm shift in the online search industry. Instead of offering a list of links in response to a query, this mode directly provides an AI-generated summary, which integrates information from multiple sources.
How Google AI Mode works
AI Mode takes the best available information, analyzes it, and returns a single, structured response. Users can interact with this answer dynamically, asking for insights or variations of the initial query. For SEOs, the question now becomes: how can a site be optimized to be cited in these AI answers?
We can explain how Google’s AI Mode works similarly to ChatGPT, synthesizing information and providing direct answers, but with one crucial difference: ChatGPT draws from a pre-trained model and does not have access to the web in real time, while AI Mode relies on sources updated by the search engine.
For marketers and content creators, the risk is obvious: if users get answers directly without the need to click through to websites, organic traffic will drop significantly. Adapting strategies therefore becomes essential to maintain visibility and relevance.
Control over content: the new AI robots.txt
In parallel with AI Mode, Google has updated the guidelines for the robots.txt file, giving publishers the ability to exclude their content from being used for AI training.
With the introduction of the “Google-Extended” parameter, site owners can decide to block access to their data by Google’s artificial intelligence. A choice that puts two opposing needs on the scales. On the one hand, you can decide to protect your content and thus prevent your work from being exploited to train AI without any recognition or compensation. On the other hand, you can opt for the path of visibility and authority, choosing to be included in the results of the AI Mode.
The problem is that at the moment it is not clear how much websites will really be able to limit the use of their data. In addition, excluding yourself completely from AI Mode could drastically reduce your online presence. In short, the choice is not as simple as it seems.
How to survive and thrive in the age of AI Mode
The big question for those working in digital marketing and SEO is: how to adapt to this revolution? Here are some strategies to avoid being caught unprepared.
1. Create AI Mode friendly content
If Google relies on artificial intelligence to generate direct responses, the content need to be:
- Clear and structured, to be easily summarized by AI.
- Authoritative and up-to-date, to earn the trust of the algorithm.
- Optimized to answer frequently asked questions, just like featured snippets.
2. Invest in brands and communities
If AI Mode reduces traffic to websites, it becomes crucial to create a direct link with users. This means working on strategies of:
- Newsletters and DEMs to have direct contact with your audience.
- Social media to build loyalty and create a community.
- Brand authority because a strong brand will be more cited, regardless of the algorithm.
3. Optimize user experience (UX)
AI Mode not only rewards authoritative content, but also content that ensures a smooth and engaging user experience. To optimize UX, you need to focus on the following factors:
- Speed and accessibility to load websites quickly and provide an optimal experience on all devices.
- Structure and clarity, with well-organized content, clear headings, and concise paragraphs.
- Interactivity and engagement, thanks to the integration of multimedia elements, such as videos and infographics.
4. Monitor and adapt in real-time
The AI Mode is still in the experimental phase, but those involved in SEO and digital marketing will have to:
- Study the evolution of the system and how the ranking changes.
- Experiment with new content formats (videos, podcasts, infographics).
- Analyze user behavior to understand if and how they interact with AI responses.
Just as brands are already experimenting with the use of ChatGPT to automate customer service and content marketing, they will now also have to adapt to Google’s AI Mode, rethinking their SEO and visibility strategies.
SEO is not dead, but it’s changing deeply
Whenever Google introduces a big change, you always hear the same phrase: “SEO is dead.” Yet, every time, the sector evolves and discovers new opportunities.
AI Mode represents a huge challenge, but also an opportunity of growth for those who will be able to adapt. It will no longer be enough to focus only on keywords and links: content will have to be increasingly valuable, authoritative and interactive.
Traditional SEO, based on simple on-page optimizations, could lose ground. But those who will be able to ride the wave of artificial intelligence, working on brand authority and content quality, will be able to conquer a leading role in this new digital era.
AI Mode is not the end of SEO. It is the beginning of a new chapter.
