Google I/O 2025 set the direction for the next two to three years of search. The most important development for website owners: AI Mode. That means a fully AI-driven search mode where users can ask complex, multi-step questions and receive in-depth AI-generated answers, with websites as the source.

What is AI Mode?

Think of AI Overviews, but far more expansive. Where AI Overviews is a box at the top of regular search, AI Mode is a separate search interface where the conversation with AI is the primary experience. The user can ask follow-up questions, request comparisons and go deep into a topic without leaving the search engine.

AI Mode was announced as available in the US, with rollout to other markets during 2025 and 2026.

What does this mean for organic traffic?

That is what everyone is asking, and the honest answer is that we do not fully know yet.

What we can say with confidence:

  • AI Mode uses web content as sources and shows links to the pages underpinning the answers
  • Pages cited in AI answers experience a new kind of visibility, perhaps fewer clicks per impression, but higher brand recognition
  • Traditional blue links will still exist for navigational and commercial searches

What is unclear:

  • What share of searches end up in AI Mode over time
  • Whether click-through rates to websites rise (curiosity after the answer) or fall (the answer was good enough)
  • Rollout timeline and format for non-English-language markets

What is the perspective for smaller markets?

Norway is not the US. AI Mode rolls out to English-language markets first. Search behaviour changes more slowly in smaller markets. That means businesses have a little time to observe and adapt without everything changing from day one.

But the direction is clear. Search will become more AI-driven, and it will happen in all markets.

What should you prioritise?

It is tempting to look for a new "AI Mode SEO strategy." But what early data shows is that the sources AI Mode draws from are the same pages that already rank well in regular search. There is no separate list.

High-quality content with clear structure, named expertise and genuine answers to real questions is still the foundation. That is not exciting to hear, but it is correct.

Watch Google Search Console: some websites are already reporting new traffic patterns from "AI Mode" referrals. Clearer data will emerge during the second half of 2025.

Want to understand the implications of AI Mode for your industry and website? Get in touch.