A contribution from Sophie Hundertmark
Sophie Hundertmark is an expert in the practical use of artificial intelligence with a focus on chatbots, AI strategies and responsible technology integration. She is a researcher and lecturer at the Lucerne University of Applied Sciences and Arts and is currently writing her dissertation in the field of Conversational AI at the University of Fribourg. As a consultant, she supports companies, administrations and educational institutions in the introduction of effective AI solutions. More about Sophie Hundertmark on LinkedIn.
A CustomGPT was used for linguistic and stylistic creation – as well as for translation. This is based on the GPT-5 language model from OpenAI and was developed by Sophie Hundertmark herself.
Over the last few weeks, I have been asked again and again what is actually behind the new Google AI Mode.
And just today, well-known media such as blick.ch are writing that AI Mode is now even available in Switzerland.
Many of you have seen the first screenshots or read articles about it – but have not yet fully understood what is actually changing. Is this simply a new feature in Google search? Or something that fundamentally changes the way we research, decide and find content?
I took a closer look at AI Mode and of course compared it with ChatGPT. In this article, I would like to explain what AI Mode is, how it differs from previous Google functions – and why it takes a completely different approach to ChatGPT or other generative AI tools.
What is Google AI Mode anyway?
Google AI Mode is not a new product, but an additional mode within the classic Google search. You can think of it as a kind of interactive AI assistant that is directly integrated into the search. Instead of a list of ten blue links, in AI Mode you will see a summarized, AI-generated answer to your search query – often with further sources, images or structured information.
The decisive factor here is that AI Mode understands your questions in context, can answer queries and take on multi-stage tasks. This means you can actually have a conversation with the search. So it’s no longer just “question → result”, but “conversation → solution”.
Imagine we want to carry out complex product comparisons. In classic Google, this would have involved many individual searches – in AI Mode, we can simply say:
“Compare sustainable sneakers for women under 120 euros with a focus on recycled materials.”
The answer comes as a clear summary including brands, materials, price range and even links to stores. It’s not just a search – it’s interactive decision support.
What is new compared to the previous Google search?
Google has already integrated several AI functions in recent years – for example AI Overviews or Search Generative Experience (SGE). But the new AI Mode goes much further.
Three things are particularly exciting:
- Multilevel thinking
AI Mode breaks down your query into smaller sub-questions (“fan-out”) and combines the answers back into an overall picture. This means that Google not only understands what you are looking for, but also why you are looking for it. - Real dialog instead of a one-off answer
You can ask questions, follow up or adjust details in AI mode – without losing the search context. This feels similar to a chat, but still remains in Google’s ecosystem. - Multimodal input
You can not only type, but also upload a picture, use your voice or combine different media. For example: “Show me lamps similar to the ones in this photo” – and the AI continues to search visually.
These changes are no small update – they show that Google is gradually transforming the classic keyword search into an interactive, context-based system.
How does AI Mode differ from ChatGPT?
Many of you are asking yourselves: “Do I still need ChatGPT at all?”
The short answer: Yes, but for other purposes.
While ChatGPT is primarily intended for text generation, creative ideas or knowledge transfer, Google AI Mode is aimed at research, decision support and context integration. Both systems use large language models, but they have different DNA.
A few key differences:
- Actuality:
ChatGPT usually works with training data up to a certain point in time (depending on the version), while AI Mode accesses Google’s live index directly. This means that everything that is currently happening on the web is included in the answer. - Sources:
Google usually displays sources transparently and links to websites. ChatGPT can also do this, but it is less systematic. For SEO and content creators, of course, this makes a big difference. - Personalization:
AI Mode can – if you agree – incorporate your search behavior, previous interactions and other Google data. ChatGPT remains rather neutral and is only based on the history within a session. - Target:
ChatGPT aims to provide ideas, formulate texts or explain concepts. Google AI Mode wants to support you in making a concrete decision – be it the next purchase, travel planning or complex research.
I think you also notice this in the tone of voice: ChatGPT feels more like a conversation partner who thinks, brainstorms with you and makes suggestions. AI Mode acts more like a smart research assistant that quickly compiles relevant information. Maybe a bit like Perplexity.
What does this mean for us as users?
Search behavior will change noticeably for all of us. I’m already noticing that: I no longer search for individual keywords, but formulate entire questions. I expect the answer to be immediately understandable, visual and action-oriented.
A few things that will change more and more:
- Fewer clicks on websites:
If the answer is already in AI mode, I don’t have to scroll through the search results as often. This will also change the SEO landscape in the long term. - More focus on real added value:
Content that is a mere repetition of existing information loses visibility. Authentic, in-depth and up-to-date content is becoming more important. - New search experiences:
AI Mode combines text, image, map, product and knowledge in one flow. This makes the search more intuitive – but also more demanding for all those who produce content. - Stronger integration into Google’s ecosystem:
AI Mode can interact with other Google services, e.g. Maps, Gmail or Shopping. This makes it even more powerful – but also more data-intensive.
My conclusion: Google AI Mode is more than just a search function
I am convinced that AI Mode is an important step towards intelligent, personalized search. It combines the strengths of search engines with the possibilities of generative AI – and thus creates a completely new user experience.
For us as users, this means that we have to learn to ask questions differently and provide more context. For companies, this means Content must be created in such a way that it is understandable, credible and clearly structured for AI systems.
And compared to ChatGPT?
ChatGPT remains strong when it comes to creativity, text work or brainstorming. Google AI Mode, on the other hand, will change the way we access knowledge and make decisions.
I don’t see it as competition, but as a complement. Both systems have their place – and those who understand them can combine them in a targeted manner.
How AI chat management plays a role here
More and more companies and organizations are currently asking themselves how they can remain visible with their content if Google itself starts to summarize answers. This is exactly where my approach to AI Chat Management comes into play.
AI chat management means that you set up your content, structures and communication strategies in such a way that they can be understood, quoted and used by AI systems – whether in ChatGPT, AI Mode or other generative interfaces.
The goal is not just to optimize for classic SEO, but to create “AI-optimized communication”: Content that is credible, clear and machine-understandable.
This way, you will continue to be correctly interpreted by AI systems in the future – and remain visible and relevant in new formats such as Google AI Mode.
Any further questions?
The topic of AI chat management is very broad and has not yet reached all companies. I am happy to answer your questions about topics such as AI visibility, LLMO, GAIO, AI visibility.
Simply contact me online and send me your questions.
Frequently askedquestions (FAQ)
1. what exactly is Google AI Mode?
Google AI Mode is a new mode within Google Search that is based on artificial intelligence. Instead of just displaying a list of links, it automatically summarizes information and provides an understandable, context-based answer. Users can ask questions or deepen their search – similar to a chat.
2. how does AI Mode differ from the previous Google search?
The classic Google algorithm is based on keywords and ranking signals. AI Mode, on the other hand, uses language-based AI models to understand entire questions and generate multi-level answers. This makes the search more dialog-oriented, visual and personal.
3. is Google AI Mode the same as ChatGPT?
No, the two systems pursue different goals. ChatGPT generates content, explains topics or supports writing. AI Mode, on the other hand, is used to research and structure relevant web information in real time and to support decision-making. It is therefore more closely linked to Google search.
4. will AI Mode replace ChatGPT at some point?
No, rather supplement it. ChatGPT remains strong in creativity and text work, while AI Mode scores in research, real-time data and decision making. If you understand both tools, you can combine them strategically to achieve better results.
5 What are the advantages of AI Mode for users?
You get faster, clearer and more relevant answers. Instead of clicking through many websites, AI Mode provides you with a filtered overview. You can also customize questions, upload images or use voice input – all in one flow.
6. what risks or challenges are there with AI Mode?
The biggest challenge is transparency. Users see fewer classic results and therefore fewer sources. For companies, this means that content must be designed in such a way that it can be understood and quoted by AI – otherwise it will remain invisible.
7. how can I ensure that my content remains visible in AI Mode?
This is where AI Chat Management comes into play. The aim is to structure content in such a way that it is machine-comprehensible – i.e. clear, context-rich, credible and logically structured. Texts that are equally “readable” for humans and AI are more likely to be accepted in AI mode.
8 What exactly is AI chat management?
AI Chat Management describes a strategy for designing your communication, content and data structures in such a way that they are correctly recognized and used in generative AI systems (e.g. ChatGPT, Gemini, Perplexity or Google AI Mode). The aim is to remain visible and relevant in AI-based environments.
9. does the AI mode have an impact on SEO?
Yes, and in the long term. Classic SEO measures such as pure keyword optimization are losing weight. Instead, depth of content, context, structure and credibility count. Those who implement AI chat management are optimally prepared for these changes.
10. how can I as a company prepare for AI Mode?
Start by critically reviewing your content: Is it clear, up-to-date and structured enough for an AI to understand? Also builds a content strategy that is AI-optimized. This is exactly where I support you with my AI chat management approaches – from analysis to implementation.
