The next wave of search: AI Mode, deep research and beyond

AI is transforming search engines from information directors to direct answer providers. This shift impacts SEO, content discovery, and digital marketing, prompting questions about the future of search.

Recent AI advancements are accelerating this change. In just two years, we've seen the rise of models like ChatGPT, Grok 3, and DeepSeek R1, each pushing the boundaries of large language models (LLMs). These breakthroughs, along with Anthropic's Claude 3.7, highlight the rapid pace of innovation.

Google's response is AI Mode, an experimental feature within AI Overviews. This interactive search allows users to refine queries through a chat-like interface, leveraging Gemini 2.0 for comprehensive summaries from multiple sources. This raises concerns for SEOs due to potential reductions in clicks to publisher websites.

The future of search will likely revolve around "agentic" and "deep research" models. Unlike traditional LLMs, these models conduct multi-step research, proactively take actions, and handle complex instructions. Google's Project Mariner and OpenAI's Operator exemplify these capabilities.

Consider planning a Tokyo trip. A deep research model could gather information on the best travel time, weather, and accommodation options from various sources, providing a concise summary. An agentic model could even book flights and hotels.

This shift towards AGI (artificial general intelligence) will impact search significantly. AI Overviews have already reduced clicks; AI Mode could exacerbate this trend, leading to a rise in zero-click searches. This necessitates a shift in measuring success, prioritizing brand visibility and awareness over traditional KPIs.

Personalization will also increase. AI's ability to learn and adapt to individual preferences will deliver more tailored results. This raises questions about the effectiveness of hyper-niche content.

Multimodal search, already present in Google Lens and voice search, will become more prevalent. Google's Project Astra demonstrates the potential for AI assistants to interact with the world in real-time, processing images and voice commands. Optimizing for image, video, and audio search will be crucial.

While informational searches may see reduced clicks, commercial and transactional searches still offer opportunities. User-generated content, like reviews, will remain vital in the decision-making process.

Despite AI's influence, high-quality content remains king. Both traditional search engines and LLMs rely on accurate, authoritative information. Content demonstrating E-E-A-T (experience, expertise, authoritativeness, and trustworthiness) will continue to rank highly. Building a strong brand presence will also be increasingly important.

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