On May 20, 2025, Google launched AI Mode in U.S. search results. This isn’t just a new feature—it’s a fundamental reimagining of how search works. Unlike traditional search, which retrieves and ranks links based on keywords, AI Mode acts more like a smart assistant. It understands your intent, breaks down your query, and delivers a synthesized, conversational response.

Google’s roll-out of AI Mode in the U.S. reveals the imminent cultural shift from query-focused, traditional search to conversational, generative search. Unlike traditional search, AI Mode uses a natural language, personalized, and multimodal approach to deliver richer, more direct answers to user queries—with far fewer clicks out to external sites than seen in traditional search. Brands must now optimize for semantic relevance, topical authority, and brand visibility across web and social ecosystems, but SEO and digital marketers must rethink everything from diagnostic tooling to core KPIs. This POV explores how marketers can navigate the new platform.