On 20 May 2025, Google once again changed the search game. But what does this mean for you and your B2B marketing strategy?
At Google I/O, the tech giant introduced “AI Mode”. AI Mode is a generative search experience designed to deliver fast, interactive results using the powerful Gemini 2.5 model. With traditional search listings giving way to AI-generated answers, we’re entering a new era of search.
So, what does the future of search with AI really look like, and how can you get ahead of it?
What Is AI Mode and How Is It Changing Search?
Think of it as search, reimagined.
Rather than listing links, AI Mode serves up nuanced answers. This is completed with images, interactive tools, and contextual understanding, all in one go. And yes, follow-up questions are actively encouraged.
Right now, it’s live for US users in Chrome and Google Search, but a global rollout is on the cards. So, if your digital strategy still hinges on traditional search behaviour, now’s the time to reassess.
How Will B2B Search Behaviour Shift?
Let’s face it, when users get what they need instantly, they’re less likely to click through to websites. That means your organic traffic could take a hit unless your content is crafted with AI interactions in mind.
So, ask yourself: is your content good enough to be the answer?
What Kind of Content Will AI Prioritise?
With Google’s AI-driven search features becoming smarter by the day, it’s no longer just about stuffing keywords into your copy. Search engines are now prioritising content that earns its place. This is by writing content that is clear, credible and genuinely useful to the reader.
What Does This Mean for Your B2B content?
It means your content needs to work harder and smarter by:
- Structuring information under clear, purposeful headings
- Using plain English that speaks to your audience (not at them)
- Delivering practical value in every single paragraph
- Content needs to be deep, so you are more likely to be referenced in LLM’s such as ChatGPT, Perplexity and Claude to name a few. Therefore, pillar content and deep white papers are key
In short, the content that wins are content that helps. If it’s informative, concise, and grounded in expertise, you’re more likely to be featured in AI-powered results and reach the right people at the right time.
Why Citations and Brand Mentions Matter More Than Ever
As AI continues to shape the future of search, where your brand is mentioned online and how it is mentioned has become just as important as what's on your website.
Google is increasingly valuing authority signals such as citations and brand mentions across trustworthy third-party platforms. These signals help reinforce your credibility in the eyes of both users and AI.
Here’s why this matters:
Citations build trust: When other websites reference your content, it sends a clear message to AI: ‘this source knows its stuff’.
Mentions widen your digital footprint: Being featured across industry blogs, online magazines, and relevant directories boosts your visibility and signals authority.
Topical authority drives discoverability: Publishing expert content around a focused set of topics and getting it referenced widely positions your brand as a trusted thought leader in your niche.
The takeaway? Don’t just create content.
Create content worth talking about and make sure it’s distributed in all the right places.
How Can You Optimise for the Future of Search with AI?
Glad you asked! Here are four practical steps you can take today:
Optimise for Conversational Queries
Think about how your audience talks, not just how they search. Focus on long-tail, natural-language questions. Just like this article.
Use Structured Data
Schema markup is your friend. It helps AI interpret your content and ensures your site is eligible for enhanced visibility in AI-generated answers.
Double Down on E-E-A-T
Experience, Expertise, Authoritativeness, and Trustworthiness are more important than ever. Case studies, testimonials, and author bios can all help signal quality.
Track and Adapt
Monitor traffic, engagement, and AI interactions regularly. Use the data to tweak your approach and stay ahead of the curve.
What Are the Opportunities for B2B Marketers?
For B2B e-commerce and product-led companies, AI Mode’s integration with Google’s Shopping Graph means big things.
Rich, personalised product suggestions, backed by real-time AI are now a reality. If your listings are optimised, up to date, and visually engaging, your chances of standing out just skyrocketed.
And let’s not forget thought leadership.
With AI prioritising trusted voices, there’s never been a better time to become the go-to expert in your niche.
So, Are You Ready for the AI-Driven Search Revolution?
The future of search with AI is already unfolding. B2B marketers who embrace the shift now will reap the rewards later. If you're still relying on content strategies built for yesterday's algorithms, it's time for a rethink.
Ready to See if Your Site is AI Future-Proof
The future of search is already here and if your website isn't optimised for AI-powered discovery, you're missing a huge opportunity.
Get your free SEO site audit today and uncover exactly how your site performs in the eyes of both users and search engines.
.svg)
