Google Expands Reach of Its AI Mode

Are you noticing a decline in your Google referral traffic? If so, this update might sting a little.
Google has announced that it’s rolling out access to its AI Mode in Search Labs to more than 180 additional regions.
According to Google:
“We’ve continued to receive incredibly positive feedback around AI Mode in Search, especially for its ability to handle longer, more complex questions. We’re seeing first-hand how it’s empowering people to tackle complicated tasks, from comparing products and planning trips to understanding how-tos.”
It’s important to clarify that AI Mode is not the same as Google’s AI Overviews, which now appear in all global search results. AI Overviews are already widely available, while AI Mode is Google’s more advanced, Gemini-powered feature designed to deliver deeper, multi-layered responses by analyzing more context around a query.
That said, AI Overviews are the element more likely affecting your referral numbers. Many publishers have reported that users are clicking through to websites far less often when AI-generated summaries are present. Google disputes this, claiming that overall search referral volumes remain steady—though the company acknowledges that traffic is being distributed across a wider array of sources.
In practical terms, that means some sites—perhaps yours—are getting fewer clicks, even if Google insists the overall numbers haven’t dropped.
AI Mode adds yet another wrinkle to this equation and will inevitably shape user search behaviors further over time.
In addition, Google says it’s introducing more “agentic” features into AI Mode, allowing the system to take on tasks for users directly within Search.
For example, AI Mode can now call businesses to gather more information when needed. Soon, it will be able to help with things like booking restaurant tables, scheduling service appointments, or finding event tickets—automating much of the legwork.
The tool will search across multiple platforms, compile the most relevant options, and present a curated set of choices, such as restaurants with available reservation slots.

Google is also enhancing AI Mode with deeper personalization based on past interactions, along with a new sharing feature so users can send AI conversations to others.
All of these updates signal a major shift in how people discover information online—one that will inevitably reshape SEO and referral patterns.
So what can publishers and businesses do to adapt? At this point, there are no definitive answers. Some marketers are already testing new strategies to align with AI-driven discovery, but the impacts remain inconsistent. The most effective step for now is to use these tools yourself, study what types of results they prioritize, and adjust accordingly. Eventually, Google may share broader insights on how AI handles common queries, offering more concrete guidance.
For now, what we do know is this: Google’s new “agentic” AI experience is rolling out to Google AI Ultra subscribers in the U.S. under the “Agentic capabilities in AI Mode” experiment within Search Labs.
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