Google’s AI Overviews & AI Mode Are Changing Search — Here’s What Marketers Need to Know

Not all disruption is bad. Sometimes, it’s exactly what we need to get back on track.

Image Credit: https://www.shutterstock.com/g/tadaimages

Last week at Google Marketing Live (GML 2026), Google made a wave of announcements that paint a clear picture of where we’re heading as Search Engine Marketers. Whether you’re ready or not, the shift is already here.

The Numbers Don’t Lie

Google’s AI Overviews has now reached 2.5 billion users, and AI Mode has surpassed 1 billion users. These aren’t projections — they’re active user counts that signal a fundamental change in search behavior.

And honestly? I don’t blame users for making the switch. These AI-powered search experiences provide a far more efficient way to find exactly what you’re looking for.

A Real-World Example: Searching in AI Mode

During GML 2026, Google showcased several examples of how these new search experiences benefit advertisers — particularly for shoppers with specific intent. I decided to test this myself.

I went into AI Mode and entered the following query:

“I have a really nice patio with a great view and my cat always wants to go out on the patio to take in the view. However, I have concerns that he will jump off the balcony or a coyote may try to get him. Do you have any suggestions on screens or shades that can block the patio’s open area to protect my cat from getting out.”

Here’s a short video clip I put together of that search in action:

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What I Noticed About Ad Placement

In the video, you’ll notice that the first results that appear are organic (SEO-driven). At the very bottom, a Sponsored Ad for Cat Netting appears.

However, ad placement isn’t static. Google appears to be dynamically positioning ads based on:

User intent — I’ve seen ads appear at the top, in the middle, and at the bottom depending on the query.

Past search behavior and interests — Google may show different ads to different users entering the same query based on where the system places them in the purchasing funnel.

There are a lot of moving parts here. The mechanics behind Google’s AI Search are incredibly complex, so there will be times ads don’t show at all, and times only a single ad appears — like in my example above.

Why This Isn’t as Scary as It Sounds

Yes, this shift can feel unsettling. But consider the upside: this can lead to better quality traffic from users who are ready to buy.

Searches that are less specific will still occur, and those may trigger more ads within AI Overviews. But when a user enters a highly specific query in AI Mode, the results — both organic and paid — become remarkably targeted.

As a consumer myself, I’m genuinely impressed by how this is unfolding. I tried searching directly on Amazon and on traditional Google Search (non-AI Mode) for cat patio nets or screens. I had the hardest time finding a good product. But when I provided a specific, conversational query in AI Mode? It popped right up.

The efficiency of Google’s AI Search capabilities is remarkable.

So How Do We Adjust as Marketers?

Here’s the actionable takeaway:

1. Write ad copy that answers questions and solves problems. Your ads need to be the solution to a potential customer’s concern. Think less about keywords and more about intent and context.
2. Update your product feeds and descriptions. For commerce marketers especially — be as specific as possible in your product data. This is how you rank organically and serve relevant paid ads to AI Search users.
3. Make your website AI-ready. This will require some technical SEO work. Structured data, clear content architecture, and AI-readable formats.

Final Thoughts

The way people search is changing, and Google’s AI Overviews and AI Mode are leading that transformation. As marketers, we can either resist the change or lean into it and find the opportunity within the disruption.

I believe the opportunity is significant — for those willing to adapt.

If you need help preparing your strategy for AI Overviews and AI Mode, feel free to reach out to me directly to get started.

Or, subscribe to my Fullstack PPC publication — I’ll be providing weekly updates and insights that you may find beneficial.