If you’re in the US you have had the opportunity to use this for a few months now, but here in Poland it’s a fresh new development. So what is it, and how can it impact your brand?

While many users have not yet made the jump to AI mode, we can take a look at the US market, and estimate the impact on the local market. 

In the first month since launch in the US, adoption was slow – only 1% of users explored AI mode. Even a few months after launch, 95% still preferred to use the traditional search methods. 

Prognosis of the future is unclear, however it’s unlikely that users will abandon their long-formed habits. We’re likely to see a future where AI and search are complementary, not competing forces.

Read on to find out:

• How AI Mode is transforming search behavior — shifting from keyword matching to understanding user intent.
• Why product feed quality is critical for visibility in AI-powered ecommerce experiences.
• How AI accelerates decision-making — fewer clicks, faster actions, and new ad opportunities.
• What makes your content quotable by AI — clear structure, authority, and real-life scenarios.

Forget chasing keywords – what matters now is how well you meet user intent.

We have already seen the impact of AI Overviews – a complimentary feature to traditional search disrupting the behavior of users.  These instant-answer features are great for users—but they’re changing the game when it comes to how people search and click. AI Mode as a separate experience to traditional search is likely to have a greater impact on how users interact with your content. 

Like AI Overviews, AI Mode generates responses based on user intent rather than simple keyword matching. In practice, ads are no longer separate blocks above or below the results—they now appear within the AI-generated answer as contextual suggestions and product cards.

Looking to learn more about AI? Check out our solutions. 

AI favors content-rich formats. 

The emphasis moves from keyword precision to intent alignment – who responds most effectively to what the user wants. 

If you’re running a traditional ecommerce, then the visibility of your products in AI Mode hinges on feed quality – comprehensive attributes, variant options, user reviews, and price alignment. And of course, don’t forget high quality photos that present your products in the best way.

Other businesses might want to focus on best addressing user’s concerns. AI Mode favors responses that guide users through complex choices (e.g., “How do I choose the best stock broker?”). Ensure your site provides clear, authoritative answers that AI can quote or synthesize. Structure content around the user’s journey –  include FAQs, scenario-based guides, and comparison tables that match real-world decision paths. 

Faster decision, shorter paths

AI Mode and AIO move users from answer to action in seconds. That might mean fewer organic clicks, but it also opens up new ad opportunities earlier in the funnel.  To keep up, measurement needs to go beyond CTR and CPC and include how users engage with AI-generated content.