Our Insights

In the rapidly evolving digital landscape, the way people search for information online is changing — and fast. Google Search’s AI Mode is a groundbreaking shift in how search results are delivered, favoring conversational, AI-generated answers over traditional lists of links. For marketers, this signals a critical moment: adapt now or risk falling behind.

Let’s break down what Google AI Mode is, why it matters, and how our team at Lewis Media is staying ahead of these changes to ensure our clients’ media strategies evolve to keep competitive advantages.

What Is Google’s New AI Mode?

Google AI Mode is a new feature within Google Search that uses generative artificial intelligence to deliver smart, conversational answers directly in the search results. You’ve probably seen it — usually the AI response is at the very top of the page after you’ve entered a search query. Before you see a list of  websites, Google AI  synthesizes information from across the web to provide a clear, concise response, like talking to a knowledgeable assistant.

Powered by Google’s Gemini model, this mode can understand and generate responses based on text, voice, and even images. Whether you’re looking for a how-to guide, a product recommendation, or a deep-dive into a complex topic, an AI generated response will help you find answers succinctly. AI Mode is how AI will impact marketing by giving users quick, structured answers without needing to click through multiple sites.

For everyday users, this means a faster, more intuitive experience. For brands? It’s a game-changer.

How Will AI Impact Marketing? 

Search has always been central to digital media planning — driving organic visibility, SEO investment, and paid search strategy. But Google AI Mode disrupts the traditional mechanics of how brands show up in results. Without a confirmed implementation date for the rollout of Google AI mode beyond its beta phase, advertisers may begin to feel uncertain.

If your content isn’t optimized for AI, it may not be seen at all.

Rather than rewarding link-building and keyword stuffing, Google AI Mode prioritizes well-structured, authoritative, and context-rich content. Brands that fail to adapt to this shift risk losing visibility and, in turn, revenue. If your competitors are appearing in AI-generated answers and you aren’t, that’s market share left on the table.

And it’s not just organic search that’s impacted by AI — media plans need to evolve too. Traditional formats like standard search ads may give way to sponsored AI responses, conversational ads, and new formats tailored for this AI-first environment. There’s no room for a “that’s how we’ve always done it” approach to media.

How AI Mode Will Reshape Media Planning

Utilizing AI for media planning is no longer a future concept; it’s here, actively transforming how our clients’ brands are found, understood, and chosen across digital platforms. Here is how we are keeping up with the changes to ensure our clients stay competitive:

• Reassessing our content strategy: We are moving away from only focusing on keyword-heavy blog posts to content that provides rich, contextual information, which we know AI prefers.
  
• Structure for machines, not just people: When considering AI in our media plans, we strategically write in a way that can be easily understood by Google’s AI and other generative experiences.
  
• Monitoring AI visibility: Our team uses Google Search Console and Semrush, as well as new AI auditing platforms that can help track where brands appear in AI responses.
  
• Experiment with emerging ad formats: As Google rolls out conversational and AI-assisted ad experiences, our team is staying on top of getting in early to test and learn.

How Lewis Media is Preparing Brands for the Future of Search

At Lewis Media Partners, we see Google AI Mode not just as a tech feature but as a shift in consumer behavior. When people stop clicking links and start relying on generated answers, the entire customer journey shortens and intensifies. That means less time to influence decisions and more pressure to have engaging content that has a chance of being referenced within those new spots at the top of search results. Our team focuses on how the power of Google’s AI can help advertising by connecting business goals with the right media strategy.

We are considering AI in our media planning for clients and helping them get ahead by:

• Rethinking how their content is structured and prioritized
  
• Allocating media budgets with AI visibility in mind
  
• Measuring success beyond clicks and impressions — toward AI-powered relevance

This is an opportunity to lead the pack while competitors are still catching up.

Ready to Future-Proof Your Media Strategy?

With decades of experience in media strategy and performance marketing, Lewis Media brings deep expertise to help brands navigate the shift towards AI-first search and incorporate AI in media planning efforts. We’re also staying at the forefront through partnerships, beta testing with emerging platforms, and ongoing research into how AI will impact marketing and transform consumer touchpoints, especially for our clients. 

The age of conversational search and generative AI is here — and it’s redefining how consumers interact with brands. At Lewis Media, we can help your brand not only adapt to this change with confidence, but use it as an opportunity to get ahead.

Whether you need to optimize your content, a media strategy revamp, or guidance on AI-first SEO, our team is ready to guide your next move. Reach out to Lewis Media and let us help you connect with the right audience.