How to prepare for the future of search

One of the most significant changes in the history of search is being rolled out by Google and will change how people interact with search engines forever. This profound evolution promises to offer a more personalised search experience on a global scale.

Currently only available in the US, “AI Mode” is a new toggleable feature that personalises search results based on a user’s preferences and behaviours. If you’re a vegetarian looking for recipes, you’d currently have to search for vegetarian recipe ideas. But AI mode is capable of learning that you’re a vegetarian, and when you search in future, you will only need to search ‘recipe ideas’, and Google will automatically serve you with only vegetarian search results.

Think about all the things you’ve ever typed into a search engine. It’s probably more than you’ve ever told one single person. Imagine how Google might be able to use that information to personalise search results. All of a sudden, typing ‘things to do near me’ doesn’t just offer up pages of generic local attractions; it uses your preferences to serve results it knows you would like based on your interests.

Why This Changes Everything for Marketers

In this new era, no two searches may ever be the same again. Google is moving away from the “one-size-fits-all” results page and toward hyper-individualised search journeys. That means the old SEO playbook that tells us to optimise for a keyword and aim to rank universally is beginning to unravel.

But where some see chaos, forward-thinking marketers should see opportunity. The path forward is clear: if search is becoming more personal, your marketing needs to be, too.

Understand and Segment Your Audience

To survive and thrive in the age of AI search, it’s time to get laser-focused on who your audience is, not just by job title or demographics, but by mindset, behaviour, and specific pain points.

Start by identifying niches within your broader audience. Not all customers have the same needs, so you should segment your database by intent, buying stage, behaviour, or micro-interests.

Then you can map content to each niche to create marketing that speaks directly to their world. By solving their specific problems, reflecting their unique language, and appealing to their preferences, you’re more likely to appear in AI mode search results.

The Engagement Advantage of Personalised Marketing

Highly segmented and personalised marketing doesn’t just prepare you for the future of search, it also works now. By switching to more tailored messaging, you can drive significantly better click-through and conversion rates. You also waste less money reaching the wrong people with the wrong message. Customers feel understood and valued when brands reflect their unique needs and preferences.

As AI continues to tailor the digital experience, generic content will become invisible. The only way to stay visible is to be relevant, and the only way to be relevant is to understand your customer deeply.

The AI Rebels

It’s worth noting, not everyone is on board with AI Mode. The fact that it’s opt-in shows Google is aware of user hesitance. Many users still prefer the traditional search interface, and some are actively celebrating its preservation.

This is another argument for understanding your audience segments. Some of your customers may live in AI-enhanced search experiences; others may deliberately avoid them. Your strategy needs to account for both.

The Takeaway for Marketers

AI Mode represents a turning point. As Google’s search experience becomes more personalised, the future of SEO looks less like ranking for keywords and more like ranking for how well you connect with people.

If you’re not ready to commit to a new SEO approach, you can side-step by focusing on good-quality first-party data and conducting surveys to enhance customer insights, giving you an alternative channel that’s able to deliver high engagement and personalised marketing. The direction Google is heading means that search is no longer about being the best answer for everyone; it’s about being the right answer for someone. Are you ready? Will you use AI Mode?