Google is no longer just a search engine. It’s becoming a direct answer machine. As artificial intelligence reshapes how people find and use information online, Google is stepping into a new phase of competition. The company is taking bold steps to defend its position as the world’s top search provider by targeting the AI-powered firms that are threatening to take users—and their clicks—away.
The Launch of AI Mode: A Major Shift
At its annual developer conference in Mountain View, California, Google introduced a new feature called AI Mode. This feature allows users to receive answers in a conversational format, powered by Google’s own AI system called Gemini. Unlike traditional search results that list blue links, AI Mode responds in a way similar to chatbots like ChatGPT.
Sundar Pichai, CEO of Google’s parent company Alphabet, said during the announcement, “It’s a total reimagining of search with more advanced reasoning. We are now entering a new phase of the AI platform shift where decades of research are now becoming reality.”
The feature is being introduced as a new tab within the main search page for users in the United States. It is one of the most significant changes to Google Search since it launched more than two decades ago. Google’s decision to make this change shows just how seriously it views the threat posed by AI competitors.
Why Google Is Making This Move
For years, Google has controlled about 90 percent of global online search traffic. That dominance is now being challenged by AI platforms that deliver direct answers instead of pointing users to websites. ChatGPT, created by OpenAI and supported by Microsoft, was launched in late 2022 and quickly changed user behavior. Rather than sifting through multiple links, users ask a question and receive a complete, well-written response.
This shift reduces the need for users to visit websites, which in turn reduces the number of ad impressions Google can sell. Advertising makes up the majority of Google’s revenue. If fewer people click on links, advertisers might spend less, and Google’s entire business model could suffer.
Pichai made it clear that Google sees this as a critical moment. “We’ve always seen search as evolving. Now, it’s changing even faster, and we’re leading that change,” he said.
Falling Clicks, Rising Impressions
One of the biggest signals of change is how Google users are interacting with results. According to new data from BrightEdge, Google search impressions are up 49 percent from last year. But click-through rates are down 30 percent. This means more people are seeing Google search results, but fewer are actually clicking on the websites listed.
The main reason for this drop is the growing use of AI Overviews, a feature Google launched last year that uses AI to summarize search results at the top of the page. With 1.5 billion monthly users, AI Overviews are quickly becoming the new normal.
BrightEdge explained, “SEO is no longer just about ranking. It’s about being recommended and cited.” Many users now get all the information they need from the summary and don’t bother clicking on anything else.
In fact, about 60 percent of all searches now result in zero clicks, according to analysis by tech writer and consultant Tor Constantino. He explained, “AI-generated answers satisfy them directly on the search results page.” Even websites ranked first in traditional search might now be pushed down as far as 1,500 pixels—up to three screen scrolls on a mobile device.
Targeting AI Competitors
Google is not just responding to AI competitors; it is actively taking aim at them. “AI Mode” is designed to directly compete with ChatGPT and Perplexity. It will include new tools like the ability to upload a photo of yourself and virtually try on clothes. This feature is intended to make online shopping more interactive and personalized.
Robby Stein, Google’s vice president of product for Search, said the company is also working on how to show ads within AI Mode. “We view that as part of the content mix that people actually want,” Stein said. This means that even as Google shifts to a new way of providing answers, it will continue to rely on advertising revenue.
Google is also working on forming new partnerships to stay ahead. Pichai testified in court that the company is trying to strike a deal with Apple to allow its Gemini AI system to power Siri responses. Apple has already allowed users to access ChatGPT through its devices.
However, not all signs are in Google’s favor. Apple executive Eddy Cue recently said that Google searches in Safari had declined for the first time in 20 years. He testified that Apple may soon offer other AI options in its browser, which could further reduce Google’s dominance.
The Struggle for Attention
Smaller websites are especially feeling the impact of AI search. Erik Wikander, CEO of AI SEO firm Wilgot.ai, explained the challenge: “AI search flips everything on its head. It’s like having a super smart librarian who reads every book and gives you the answer. You don’t need to dig through all the books yourself anymore.”
Wikander added that sites relying on guides and how-to articles are hit hardest. “The need to click through to these resources has significantly declined,” he said. These changes are pushing companies to rethink how they approach content and marketing.
Still, there is a small silver lining. Wikander said that even though total traffic is down, the quality of the traffic is better. “Visitors arriving via AI search are often much further along in their buyer journey—ready to take action,” he noted.
The New Rules of Search
To stay visible, businesses now have to create content that is helpful, conversational, and directly answers user questions. Wikander explained, “To stand out in AI search, the content needs to anticipate follow-up questions and offer something truly useful.”
Traditional SEO practices like keyword stuffing or building backlinks are not enough anymore. “They’re not dead,” Wikander said, “but they’re no longer the winning move on their own.” Instead, content must be rich, authoritative, and structured in a way that AI can understand and cite.
A Winner-Takes-All Battle
AI-generated summaries tend to pull from a small number of high-ranking sources. That creates a winner-takes-all environment where only a few websites benefit. Others are left without recognition, traffic, or revenue. This situation makes it especially difficult for newer or smaller content creators to compete.
As AI becomes more central to search, businesses, publishers, and marketers are under pressure to adjust. Those who can adapt quickly may benefit from more targeted traffic. Those who stick to the old playbook may find themselves disappearing from search results altogether.
The future of search is changing fast. Google is working to stay in control of the industry it helped create, but the competition is stronger than ever. The rise of AI has forced Google to not only change how it delivers information but also how it earns money and maintains relevance.
“Success today means becoming the best answer—in every language, every market, and every moment that matters,” Wikander said.
Google’s fight to protect its dominance is far from over. The next few years could decide whether the company remains at the center of the internet or becomes one of many players in a much more crowded AI-driven world.
