Internet search, as we once knew it, has reached a monumental turning point. For years, the process of searching for information consisted of typing in keywords and receiving a list of relevant links, hoping the user could find what they needed by clicking on one of those results.
This search model, although effective, had clear limitations in terms of user experience and the quality of the answers. As technology advanced, search engines began to evolve, and what used to be a passive process of browsing has transformed into an active interaction with artificial intelligence.
Today, search engines not only provide links but are now capable of generating direct answers and engaging in conversations with users, adapting to their questions and better understanding their intentions. This radical change in how we search for information has been driven largely by the rise of artificial intelligence models such as Perplexity and, more recently, the integration of AI Mode into Google's search engine and Gemini.
While Perplexity demonstrated the power of a more direct, fluid, conversational search, Google has responded to this challenge with a series of innovations that completely redefine the search experience. With AI Mode, Google has not only taken search to a more dynamic level but has also marked the end of an era where users simply consulted static databases, giving way to a new era in which searches become complex, more useful, and in many cases, personalized conversations.
This is a significant change with AI Mode, not only for users but also for the digital ecosystem as a whole—from content creators to SEO developers. Below, the ITD Consulting team analyzes the innovations that Google’s AI Mode brings so you can gain an in-depth understanding of what’s new.
The Search Revolution: From Links to Conversations
Google’s AI Mode, initially introduced in 2023 and expanded during Google I/O 2025, is not just an improvement to the classic search engine. AI Mode represents a complete transformation in the way we interact with the web. Since the arrival of AI Mode, many users have begun to notice a fundamental difference in the search experience—a difference that, although still in expansion, promises to change how we search for information irreversibly.
The Rise of Perplexity and Google's Response
The paradigm shift didn’t come out of nowhere. A key player in this transition was Perplexity, a new platform that demonstrated how a search engine with artificial intelligence could be faster, more accurate, and more efficient than the traditional blue links system. Its conversational interface, the ability to offer direct answers, and its focus on providing visible sources and relevant links forced Google to rethink its own search model and create AI Mode.
Perplexity not only challenged Google in terms of technology but also in terms of user experience. This new system made Google’s traditional model—based on delivering an endless list of links—feel outdated. While Google was known for its ability to index all kinds of information and present it in an organized way, Perplexity showed that the future of search wasn’t just about offering links, but transforming search into a continuous conversation, where the user could interact more dynamically with the system.
Aware of this challenge, Google responded with Gemini and the incorporation of AI Mode into its search engine. Through this new AI Mode functionality, Google seeks to offer not just a summary of information, but a comprehensive consultation experience that goes beyond traditional answer-seeking.
AI Mode: Beyond Generative Results
Google’s AI Mode is not just another feature in the search engine. AI Mode is a fundamental shift in how we understand information search. While the generative AI results that began appearing in Spain in early 2025 only provided answers above the classic results, AI Mode goes much further. Google’s new AI-powered search system becomes an active knowledge assistant, capable of dynamically synthesizing information in real time.
By activating AI Mode, users stop searching for links and begin to receive responses generated by the AI model, accompanied by references, context, and relevant links. The experience with AI Mode is no longer a simple list of answers but an ongoing conversation, where users can ask follow-up questions, request more details, and explore different perspectives without having to leave the search environment.
This new vision of search, driven by Gemini—Google’s most advanced AI Mode—is an attempt to change not only how we search but also how we interact with content. AI Mode doesn’t just provide answers; it interprets, synthesizes, and presents them in a way that allows for deeper exploration of the topic without having to browse multiple external pages. The conversation with AI Mode becomes the new search engine—and Google knows it.
The Integration of Gemini into Search
One of the key features of AI Mode is the integration of Gemini 2.5, Google’s most advanced artificial intelligence model, into the search experience. This incorporation of AI Mode elevates Google Search’s capabilities to new levels, allowing for deeper and more fluid interaction with content. In addition, Gemini brings the ability to perform “fan-out” searches, meaning that with AI Mode, a query is broken down into multiple subtopics and generates more complete and relevant results based on the different facets of the question.
This multimodal approach to AI Mode, which combines advanced reasoning with the ability to delve into queries through follow-up questions, significantly improves how we access information online. Users are not only receiving more accurate answers with AI Mode + Gemini, but they also have the ability to explore the topics they care about in greater depth.
With Gemini, Google is also introducing a deep search capability, which allows users to make complex queries and receive complete and detailed summaries in a matter of minutes—saving users hours of research. This functionality, which combines the power of AI with direct access to the web, marks a radical shift in how we search for information online.
The Danger to the Web Ecosystem: The Disappearance of Visible Sources
Although the experience offered by AI Mode is impressive, it also presents significant challenges for the web ecosystem. In a world where information searching becomes direct conversations with artificial intelligence, the visibility of information sources is seriously compromised.
In the case of Perplexity, one of its most notable features is the clarity with which sources are presented—they are clearly visible and highlighted as a central part of the experience. This allows users to know exactly where the information comes from, which strengthens credibility and transparency.
However, Google’s AI Mode takes a different approach. By focusing on offering complete and contextual answers within the search environment itself, original sources are relegated to the background with AI Mode.
Although Google still provides links to relevant sources, the goal is to offer a self-sufficient experience that keeps the user within Google’s ecosystem. This means the authorship of information becomes diluted, and media outlets, content creators, and websites lose visibility with AI Mode.
This shift with AI Mode has profound implications for content creators, who depend on visits to their websites and the visibility of their articles to generate income. Instead of clicking on links to external pages, users are interacting directly with Google’s AI Mode, which could significantly reduce web traffic to media outlets and other specialized sites.
How Will This Affect SEO and Content Creators?
The impact of AI Mode on SEO (search engine optimization) will be inevitable. As Google integrates more AI capabilities into its search engine, the traditional SEO approach—focused on optimizing web pages to improve their ranking in search results—will need to evolve.
Instead of competing for the top spot in a list of links, content creators and businesses will have to adapt to a new environment where the optimization will be aimed at generative search engines, or GEO (Generative Engine Optimization).
Traditional SEO is based on the idea of attracting traffic through links and rankings. But with AI Mode, users no longer need to click on multiple pages to find what they’re looking for; the AI provides complete answers directly in the search interface. This presents a significant challenge for content creators, who will now need to focus on how to provide valuable content optimized to be synthesized and highlighted by generative search engines like Gemini.
Moreover, the issue of information authorship also comes into play with AI Mode. If sources are not clearly highlighted, users may lose sight of who produced the original content. This could lead to a loss of value and recognition for media outlets, journalists, and creators, who have played a crucial role in the creation and distribution of online knowledge.
The Striking Evolution of Real-Time Search
The implementation of Deep Search and Live Search within Google’s AI Mode system is one of the most striking features of this evolution. These AI Mode functionalities allow users to interact directly with the AI based on what they are seeing in real time, whether through their device’s camera or while browsing the web.
The integration of visual search capability through Google Lens allows users to receive explanations and suggestions during the search process, reinforcing the feeling that they are dialoguing with an assistant rather than simply making a query with AI Mode.
Furthermore, these functionalities with AI Mode allow users to discover highly relevant and personalized information and content, such as in the case of Deep Search, which enables users to obtain full reports and detailed summaries of complex topics in a matter of minutes. With this AI Mode capability, users can save hours of research and receive expert-level responses without having to leave the platform.
Google’s AI Mode is not just a technical novelty but a paradigm shift in how we search, read, and stay informed. With the integration of AI into the search experience, users no longer consult a static database but interact with a dynamic system that interprets, selects, synthesizes, and responds in real time.
This change in approach with AI Mode raises important questions about the future of internet search, how it will affect the way we access information, and how platforms like Google might redefine what it means to “search.” Artificial intelligence is not just a tool in the search process—it is becoming a main actor that shapes the entire experience.
While it’s true that this innovation with AI Mode promises a substantial improvement in the speed, accuracy, and accessibility of information, it also opens a debate about transparency, credibility, and the visibility of sources. Content creators and websites will need to adapt to this new reality to ensure that their contributions continue to be recognized and utilized, while users will need to learn how to navigate this new way of consuming knowledge.
The future of search is constantly evolving. AI Mode is only the first step in what promises to be a radical transformation in how we interact with digital content. And while some aspects of this evolution may seem daunting, they also open new opportunities for greater personalization and a more efficient and accessible experience for everyone.
The future of search is already here, and although we are still in its early stages, it is clear that the changes taking shape with AI Mode are just the beginning of a new digital era. If you want to learn more about AI Mode and how to take full advantage of this innovation, write to us at [email protected]. We have a team of experts ready to guide you in adopting the latest in technology.
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