I spent some thinking about the state of search last night, and listening to other marketers, what they’re seeing currently and hearing from clients. Lots of uncertainty bubbling up, misinformation being shared, volatile KPI’s etc. Some thoughts below;

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Search is evolving. Google’s latest AI-powered search experience, called “AI Mode” in Search, now in active testing and rolling out to users, signals a shift toward conversational, AI-driven results that mimics the UI of AI assistants like Claude. Instead of the traditional list of links, AI Mode presents a conversational interface where users can ask follow-up questions and receive AI-generated responses. While the full impact is still unfolding, search remains a critical channel, and foundational SEO strategies continue to matter.

Change always brings both opportunity and uncertainty. AI-driven search introduces new ways for businesses to be discovered but also raises concerns about how visibility, traffic, and attribution may shift. Many organizations are already questioning what this means for their digital strategy. With potential economic challenges ahead, businesses may be more susceptible to quick-fix SEO promises that overpromise and underdeliver.

The key is to stay grounded in what we know works while exploring how AI-driven search changes user behavior. Brand recognition and trust will play an even larger role in ensuring businesses remain discoverable and authoritative. Google’s AI Mode may summarize information instead of directing clicks, making it critical for businesses to establish strong brand presence across multiple touchpoints and create content that AI systems recognize as authoritative and citation-worthy.

It’s important to remember that customers are still out there, actively searching. Their needs, questions, and purchase intent haven’t disappeared—they’re simply using evolving tools to find solutions. The fundamental human behaviors driving search remain constant, even as the interfaces and delivery mechanisms change.

Attribution models will need to evolve as well. AI-driven search could lead to fewer direct organic clicks but increased brand mentions and indirect engagement. Understanding how users interact with content across channels—beyond traditional last-click attribution—will be essential as Google continues to expand its AI Mode capabilities.

Rather than making reactive changes, the best approach is methodical testing and learning. Experimenting with Google’s AI Mode in Search, monitoring how your content is surfaced in AI-generated summaries, and ensuring brand presence in multiple channels will provide valuable insights for strategic adaptation. Consider how your content might appear as a source in AI Mode results and optimize accordingly.

Search has always evolved, and while AI introduces new dynamics, the fundamentals of strong content, brand authority, and user experience remain central. By adapting thoughtfully and embracing emerging opportunities presented by Google’s AI Mode in Search, businesses can remain resilient and continue to grow in the AI-driven search landscape.