Google’s AI Mode is no longer an early-stage experiment. With its November 2025 expansion to more than 35 additional languages and over 40 new countries, the feature is now available in 200+ regions worldwide. According to Google’s official announcement, this rollout reflects the company’s goal of making AI-powered search “more helpful and more accessible for everyone.” ¹
For SEO teams and content specialists, this global shift marks a major transformation in how users discover, evaluate, and interact with information online.
What’s New in AI Mode (November 2025 Update)
The latest update introduces improvements to Gemini’s reasoning capabilities, stronger multimodal understanding, and support for more complex, contextual question-answering. Google reports that users ask nearly three times longer queries in AI Mode compared to traditional search. ¹
Independent user-behaviour research from Growth Memo’s AI Mode study shows similarly dramatic patterns:
- 88% of users read AI-generated text before anything else²
- A majority stay inside the AI panel without scrolling to the organic results²
- External clicks mostly happen only when a user is ready to take action or buy²
Together, these findings show that AI Mode has become a primary decision-surface, not a simple add-on to search.
How These AI Mode Updates Impact SEO
1. Visibility Matters More Than Clicks
As AI Mode becomes a closed information environment, traditional organic click-through behaviour declines. Your brand must now compete for visibility inside AI-generated answers, even when users don’t click.
2. Google Selects Sources by Intent
AI Mode cites different types of websites depending on the search intent behind a query. Recent user-behaviour research shows consistent patterns. ²
Common intent categories and the sources Google typically cites include:
- Transactional intent (e.g., buy, book): brand or product websites
- Comparison intent (e.g., best, vs.): review and ranking sites
- Broad research intent (early-stage shopping): large marketplaces
- Explanatory or opinion intent (e.g., why, how): blogs, publishers, forums
If your content type doesn’t match the kind of source Google expects for that intent, your chances of being cited in AI Mode are lower.
3. Citation-Worthy Content Is the Standard
To appear in AI responses, your pages must demonstrate:
- Trustworthiness
- Clear structure
- Factual depth
- Strong expertise and transparency
In this environment, getting cited by AI Mode becomes just as important as ranking organically.
4. Zero-Click Patterns Are the New Normal
Growth Memo’s usability data shows that many users complete their search journey without leaving Google at all.² This means SEO must evolve: the goal is no longer just traffic, but recognition, authority, and AI visibility.
Actionable Content Recommendations for 2025
1. Optimize for AI Citations
Write concise, authoritative content designed to be quoted by AI responses. Prioritize clarity, summaries, and structured sections.
2. Match Your Pages to Search Intent Types
Audit your website: Are you a brand, publisher, reviewer, or marketplace?
Focus on the queries where Google typically surfaces your category.
3. Strengthen Trust Signals
Include detailed specs, reviews, pricing, FAQs, sources, and expert commentary to improve your eligibility for AI citations.
4. Use Structured Data Strategically
Schema markup helps Google understand content and match it to intent-appropriate categories.
5. Track AI Mode Separately
AI Mode behaves like its own search engine. Monitor:
- Citation patterns
- Prompts
- Changes in user behaviour
- AI-controlled SERP layouts
Adapt Your Business for AI Visibility with Foundery
AI Mode represents a fundamental shift in how people search and how brands must optimize content. As global adoption accelerates, businesses that adapt early with citation-worthy content, strong trust signals, and intent-aligned pages will earn visibility in an increasingly AI-driven search landscape.
Wondering how AI Mode impacts your business?
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