Fewer clicks, but supposedly higher conversions: How Google's AI fashion wants to change the web forever – but not yet in the EU – just when?
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Published on: September 8, 2025 / Updated on: September 8, 2025 – Author: Konrad Wolfenstein
Fewer clicks, but supposedly higher conversions: How Google's AI-driven approach aims to change the web forever – but not yet in the EU – but when? – Image: Xpert.Digital
Google is making AI Mode the default search? This is what the Lead Product Manager at Google DeepMind says for Gemini and all AI products at Google
From the link google.com/ai to the new search: How realistic is this step?
The excitement in the SEO and tech community began on September 5, 2025, when Logan Kilpatrick, Lead Product Manager at Google DeepMind for Gemini and all AI products at Google, responded to a user's inquiry regarding AI Mode becoming the default search experience with a succinct "Soon : )." This seemingly casual response on Platform X (formerly Twitter) immediately sparked widespread discussion, implying that Google might soon make its AI Mode the default search experience.
The announcement came in the context of the new URL google.com/ai, which redirects directly to AI Mode. Kilpatrick had previously announced the availability of this direct URL, mentioning that AI Mode might soon become standard. These statements were particularly controversial because they came from a high-ranking Google executive who is largely responsible for the development of Google's AI products.
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How did Google react to the speculation?
Google responded to Kilpatrick's statement on Sunday with a clear clarification. Robby Stein, Vice President of Product at Google Search, wrote on X: "wouldn't read too much into this. We're focusing on making it easy to access AI Mode for those who want it." This statement was intended to dampen the wild speculation and clarify that one shouldn't read too much into Kilpatrick's posts.
Stein's clarification emphasized that Google is focused on making AI Mode more accessible to those who want to use it, rather than making it the blanket default for all users. This clarification was apparently necessary because Kilpatrick's original statement had been interpreted as an official confirmation of an impending change.
What is Google AI Mode and how does it work?
Google AI Mode represents a fundamental evolution of traditional Google search. Instead of the familiar list of "ten blue links," AI Mode presents an AI-driven interface that directly provides complete answers to complex questions. The system uses Google's most advanced AI model, Gemini 2.5, which is specifically optimized for search applications.
A core feature of AI Mode is the so-called "Query Fan-Out" technique. This innovative method breaks a single user query into several related subtopics and simultaneously executes numerous search queries across different data sources. For example, the question "Things to do in Nashville with a group" could be automatically broken down into subquestions such as "great restaurants," "great bars," or "activities with kids."
The system integrates various Google services such as the Knowledge Graph, shopping data, Google Maps, and real-time information to generate comprehensive answers. Unlike the existing AI Overviews, AI Mode allows for conversational follow-up questions and maintains the context of the conversation, similar to ChatGPT or other chatbots.
Where is AI Mode already available?
Google AI Mode was first introduced in Search Labs in March 2025 and was initially available only to US users via opt-in. Following its official launch at the Google I/O conference in May 2025, it was fully rolled out to all US users. India was the second country to receive AI Mode at the end of June 2025, followed by the UK.
In August 2025, a massive expansion to over 180 countries and territories took place. This global rollout is initially limited to English and notably excludes EU countries. However, availability extends to European countries outside the EU, including Albania, Andorra, Serbia, Moldova, Bosnia and Herzegovina, San Marino, Kosovo, Monaco, Ukraine, Belarus, and the United Kingdom.
Why is AI Mode not available in the EU?
The unavailability of AI Mode in EU countries is generally attributed to strict European data protection rules and regulations. In particular, the General Data Protection Regulation (GDPR) and the EU AI Act impose complex legal requirements that Google must first meet before the service can be launched in the EU.
This regulatory caution is not unusual for Google. Previous AI products, such as AI Overviews, took significantly longer to become available in Europe. Google SGE (Search Generative Experience) took 98 days between launching in the US and India, while Europe never received the feature. AI Overviews took only 92 days to launch in India, but 316 days to become available in Europe.
Interestingly, however, AI Mode is available in European countries that are not EU members. This underscores that EU-specific regulations are the main reason for the delayed adoption, not technical or strategic considerations.
When could AI Mode be available in Germany?
Although Google hasn't yet announced an official launch date for AI Mode in Germany and the EU, several signs point to imminent availability. The speed of rollouts has increased significantly: With AI Mode, only 35 days passed between its availability in the US and India, significantly less than with previous AI features.
The first concrete indications of an impending EU rollout have already emerged. In Romania, an EU member state, screenshots of teasers and pop-ups with references to AI Mode have been observed in the Google app. These sightings indicate that Google is already pushing ahead with the technical and legal preparations for the EU rollout.
Experts estimate that AI Mode could be available in Germany as early as 2025 or at the latest by early 2026. The general acceleration in the release of AI innovations and Google's increased focus on the rapid global rollout of its AI features suggest a relatively timely availability.
How does AI Mode differ from the AI Overviews already available?
The key difference between AI Mode and the AI Overviews already available in Germany lies in the scope and the interaction options. AI Overviews appear automatically in regular search results if Google finds them helpful and offer brief summaries with supporting links. They are static and do not allow for follow-up questions.
AI Mode, on the other hand, is a separate tab or standalone experience accessible via google.com/aimode. It enables deeper, interactive exploration with questions and comparisons. The system is conversational, maintains context, and allows for follow-up questions within the same session.
Technically, AI Mode uses enhanced Gemini models with improved reasoning capabilities, while AI Overviews are based on a customized Gemini model integrated with the search systems. AI Mode also offers multimodal capabilities, supporting text, voice, and image input, and can handle more complex tasks such as product comparisons or planning tasks.
What new features does AI Mode bring?
Google AI Mode is continually being enhanced with new features that go beyond traditional search results. One of the most significant innovations is the so-called "agentic" capabilities, which enable the system to perform complex tasks autonomously. For example, AI Mode can make restaurant reservations based on multiple criteria such as group size, time of day, cuisine style, and location.
The system automatically searches various reservation platforms such as OpenTable, Resy, and Tock in real time and presents a curated list of available restaurants with direct booking links. This functionality is based on Google's Project Mariner web browsing system as well as data from the Google Knowledge Graph and Google Maps.
In addition, AI Mode offers enhanced personalization options. The system can tailor results based on user history, which includes not only previous searches but also AI chats and interactions with Google Maps. Restaurant recommendations, for example, are tailored to personal preferences if users enable this in their settings.
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AI Mode Changes Search: Longer Questions, Higher Conversions
How does AI Mode change user behavior?
The introduction of AI Mode is leading to fundamental changes in user search behavior. Google CEO Sundar Pichai reported at the I/O 2025 conference that AI Mode is resulting in search queries that are two to three times, sometimes even five times, longer than traditional Google searches. This shows that users are willing to ask more complex and detailed questions when they know they can get complete answers.
Early behavioral data reveals significant differences between AI-powered and traditional search users. Research has shown that AI search visitors have 4.4 times higher conversion rates than traditional organic search visitors. This discrepancy arises because AI systems provide comprehensive information during the research phase, allowing users to arrive at websites already with detailed knowledge of options and value propositions.
The conversational nature of AI Mode also encourages users to ask follow-up questions and delve deeper into topics rather than launching new, separate searches. This results in longer interaction times with the search engine itself, but can, paradoxically, lead to fewer clicks to external websites.
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What does the query fan-out technique mean for website operators?
AI Mode's query fan-out technique has far-reaching implications for website operators and SEO strategies. Because the system splits a single user query into multiple related search queries, content is no longer evaluated solely for specific keywords, but rather for its ability to cover different aspects of a topic.
Website owners must adapt their content strategy accordingly by structuring content into short, concise paragraphs, each answering specific micro-questions. Specific headings have become more important than general titles, as the AI system looks for precise units of information.
The creation of cluster structures is becoming increasingly important. Main pages should serve as an overview and link related articles to increase the likelihood that multiple pieces of content from a website will be considered in AI responses. Continuously updating data-intensive areas is also crucial, as AI systems prefer current and reliable information.
What impact does AI Mode have on website traffic?
The impact of AI Mode on website traffic is already measurable and presents a mixed picture. Early studies warn of dramatic drops in organic traffic of up to 30 percent, as users have less reason to click on external links when they receive complete answers directly in the search engine.
At the same time, data also shows that the quality of the remaining traffic is significantly higher. Visitors who reach websites via AI-generated search results have significantly higher conversion rates. This is because they have already been pre-qualified by the AI answers and arrive at the website with a clearer understanding of their needs.
The winners of this development are strong brands with unique data and specialized expertise. Content farms and websites with generic, interchangeable content, on the other hand, are disadvantaged because their information can easily be integrated into AI responses without users having to visit the original source.
How does Google respond to website owners’ concerns?
Google is aware of the concerns of website owners and publishers regarding reduced traffic and has announced various measures to address these issues. Robby Stein emphasized that the team is working hard to make clicks on websites easier and announced further UI updates.
The company argues that AI Mode will answer new types of questions and allow people to ask questions and explore different facets, ultimately creating new opportunities for websites to rank. Google also promises improvements to the display of links in AI Mode, including embedded link carousels on desktop devices, with mobile versions to follow soon.
Nevertheless, skepticism and concerns remain in the publishing community. Third-party studies show that click-through rates for AI Overviews are already problematically low. Google is even being sued over these practices, and without detailed Search Console reports for AI Mode traffic, it remains difficult for website owners to measure the true impact.
What are the technical principles of AI Mode?
AI Mode is based on a complex technical architecture that integrates various Google systems. At its core, the system uses a customized version of Gemini 2.5, Google's most powerful language model with a context window of one million tokens. For tasks that require logical reasoning, mathematics, or programming, users can optionally upgrade to the even more powerful Gemini 2.5 Pro.
The query fan-out technique is at the heart of the functionality. When a query is entered, the system breaks it down into relevant subtopics and executes dozens or even hundreds of background queries. These can take several minutes for more complex queries using deep search and provide extraordinarily detailed answers.
The system has access to Google's internal tools and data sources, including Google Finance, flight data, movie information, and the shopping catalog of over 50 billion products, which is updated two billion times every hour. This comprehensive data integration enables AI Mode to provide real-time information and make complex comparisons between different options.
How is the competitive situation in the AI search market developing?
AI Mode is Google's response to increasing competition in the AI search market, particularly from providers like Perplexity AI, OpenAI's ChatGPT Search, and other AI-based search tools. These competitors have already demonstrated that users are willing to use conversational AI interfaces for information search, putting pressure on Google to develop its own response.
Google's advantage lies in the integration of AI Mode with the company's existing search ecosystem and extensive data sources. Unlike pure AI chatbots, AI Mode draws on Google's 25 years of experience in indexing and evaluating web content. This combination of AI capabilities and established search infrastructure should give Google a competitive advantage.
The speed of development and adoption also demonstrates how seriously Google takes the threat of AI-based search alternatives. The rapid global expansion of AI Mode and its continuous updates indicate that Google is determined to defend and expand its dominant position in the search market.
What legal and social questions arise?
The introduction of AI Mode raises various legal and societal questions that go beyond technical aspects. A key concern is its impact on the open web ecosystem. Ironically, Google argues in a legal dispute over its advertising technology division that "the open web is already in rapid decline," while simultaneously introducing AI Mode, which redirects user traffic away from websites to Google's own platform.
This development creates a paradoxical scenario: Google is using the decline of the open web as an argument against splitting up its advertising business, while simultaneously introducing a product that could reinforce this trend. The concentration of information and usage on Google's platform raises questions about market power and fair competition.
Privacy and transparency concerns are also relevant, especially given AI Mode's personalized features, which leverage data from various Google services such as Gmail and Maps. The system's agentic capabilities, which can automatically perform bookings and transactions, create new categories of privacy and security risks that are currently unregulated.
How should companies prepare for AI mode?
Companies and website operators should take proactive steps to prepare for the availability of AI Mode, even if it isn't yet available in Germany. The most important strategic shift is the transition from keyword-focused to topic-based content strategies. Instead of optimizing for individual search terms, content should cover broad topic areas and answer various related questions.
Building alternative traffic sources is becoming increasingly important, as reliance on organic Google traffic could become risky. Newsletters, social media, YouTube, and other platforms should be developed as complementary channels. At the same time, implementing structured data and schema markup is crucial to help AI systems correctly understand and categorize content.
Brand building and developing unique expertise are becoming crucial differentiators. Companies that can establish themselves as trusted authorities in their fields and offer exclusive data or insights have a better chance of being cited in AI answers and continuing to receive direct traffic. The time for these strategic adjustments is now, before AI fashion becomes fully standard.
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