AI search is rapidly changing the way people discover content and engage with brands. Logan Kilpatrick, Google’s lead product manager for AI products, suggested in an X (formerly Twitter) post that “AI Mode” will become the default for Google Search “soon” and then reclarified his statements, but if that happens, what could potentially happen to the SEO industry, especially with over 100 million monthly active users searching in AI Mode, according to Google?
Screenshot from X (Twitter), November 2025Let’s explore some potential possibilities, but before we do, let’s distinguish the differences between AI Mode and AI Overviews, as there is a clear distinction between the two.
AI Overviews Vs. AI Mode
AI Overviews are short, AI-generated summaries that appear above traditional search results for some queries that help users find information quickly. AIOs provide quick, concise answers and save users time by reducing the need to click on links, reducing clicks and traffic to brands.
AI Mode is a more advanced, interactive search experience that might replace the standard search results page in the future, as it helps with complex, multi-step, or open-ended questions by providing a more comprehensive and conversational AI-powered response if you want to follow up and learn more. Google added “AI Mode” on its search page earlier this year, looking to retain its millions of users from going away to other AI models.
What Could Potentially Happen If AI Mode Becomes Default?
If Google decides to switch to AI Mode by default, brands will definitely see a decrease in organic traffic, since users will get direct answers to their queries and won’t need to click through to websites, because they will find what they need right in the AI Mode. With AI Overviews, this is a trend that we are already seeing happening, but if AI Mode becomes the default, this will further reduce clicks.
Brands May Rely More On Paid For Visibility
Currently, the way AI Mode is designed, there are no ads and no way for Google to monetize the interface, but that is all about to change, and change extremely fast. Google’s head of Search, Liz Reid, shared a look into how the company is navigating its transition into the AI era – and how it’s thinking about keeping its multibillion-dollar ad business alive. In 2024, Google made 264.59 billion in ads, according to Statista, and it’s been growing year over year.
Screenshot from Statista, November 2025Google is beginning to roll out ads in AI Mode, but it’s in its infancy. Google is looking into showing ads when they’re high-quality and relevant. Since queries are 2x to 3x longer than they are on main search, which means they can do better targeted, higher quality ads, according to Liz Read. Brands that can afford to be visible in AI Mode paid results will benefit from being visible, but brands that only focus on traditional SEO tactics and strategies could be left behind.
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