The Google AI Mode is a new view in Google Search. Instead of just showing links or short AI blocks, it provides a complete answer based on multiple sources, the Knowledge Graph and real-time search. The rollout has started in the USA and has been extended to Europe - including Germany, Austria and Switzerland. The interface remains familiar: you see the answer at the top, can ask questions and get sources to check details.
Google AI Mode in Europe: access and how it works
The Google AI Mode is activated in stages. It will appear as a separate tab („AI Mode“) in the search. If you don't see it yet, check the settings of the Google app or the Search / Labs. The function works in German and - if you agree - uses your location and search history to customize answers. This makes the search feel more like a conversation, but remains clearly embedded in the regular Google search.
At its core Gemini 2.5 Google's model for search. It breaks down complex questions, executes partial queries in parallel, compares facts with the Knowledge Graph and builds a clear text from them. You can type text, speak or attach an image. Questions about a photo (e.g. a product label) are possible. From the first answer, you ask follow-up questions without having to search again. This distinguishes it from short AI overviews that only answer once.
What Google AI Mode does in everyday life
In-depth research in one go: Ask a question, add criteria, refine the answer - without a new search.
Multimodal: Combine text, language and images, e.g. a photo plus an additional question.
Factual support: Use of Knowledge Graph and live data (e.g. opening hours), if available.
Context, if allowed: History and location can improve the answer.
Sources next to the answer: You can check where the information comes from.
Difference to AI Overviews and Gemini Chat
AI Overviews (often referred to as „AI overviews“) are short summaries above the results. The Google AI Mode is more comprehensive and interactive. It does not replace a hit list, but supplements it with a dialog in which you can make adjustments. Compared to the Gemini Chat the mode is optimized for search and integrated directly into Google. An example: According to the tech magazine Engadget the improved reasoning capability of the latest Gemini model enables it to capture linguistic nuances in AI search more accurately. The AI Mode can thus better interpret what users mean - even if their formulations are culturally colored or ambiguous.
Impact on publishers and SEO
For websites, this means more answers in the search, potentially fewer clicks on simple questions. Precise measurement remains difficult because search paths are longer and questions are two to three times more detailed. Google points to a general increase in search queries since the AI answers, which may mitigate the effect.
For editorial teams and companies, this means clearly structuring content, placing answers at the front, making supporting documents visible and linking them thematically. It is helpful to have a consistent SEO strategy with a focus on precise, comprehensible content. Further in-depth information on how modern SEO strategies can be implemented in the age of AI-supported search can be found on our service subpage SEO Agency Düsseldorf.
Market surveillance and data protection
In the USA, Google is testing ads in the Google AI Mode. The company is gathering experience for other markets. At the same time, proceedings are underway regarding the advertising business and the issue of self-preferential treatment. The debate is open: How will sources be named fairly, what does this mean for revenues, and when will ads appear in European AI Mode?
The EU is taking a close look. The mode can - with consent - use history and location. You should know which signals are active and control them in the settings. Transparency remains central: Not every source used is named individually; this leads to queries from publishers. Always check the original source for sensitive topics, especially in the case of medicine, law or finance.
Dispute over reach and copyrights for Google's AI search
Since the start of the AI Overviews publishers accuse Google of using the new AI answers to draw traffic away from their sites. Studies by Pew Research, Sistrix and HubSpot show that users click on external links significantly less often if they can already find the information they are looking for directly in Google search. For many publishers, this means less reach - and therefore less advertising revenue. German media companies are also observing this development with concern.
Google rejects the criticism and emphasizes that the AI functions have increased the use of search overall. According to the company, the search volume has grown by around ten percent since the introduction of AI answers. At the same time, Google is testing new options that users can use in Discover prefer or hide AI-generated content. Meanwhile, legal resistance is forming: The US publisher Penske Media accuses Google, to use editorial content for AI Overviews without consent. For Germany and Europe, it remains to be seen how the EU will position itself on these developments.
Frequently asked questions about Google AI Mode
Is Google AI Mode available in Germany?
Yes, the rollout is underway and includes Germany, Austria and Switzerland. Activation takes place in stages per account.
How do I activate Google AI Mode?
Via the tab or the settings. Look for the „AI Mode“ tab in the search or activate it in the search or Labs settings of the Google app.
Does Google AI Mode support images and speech?
Yes, you can type, speak or attach a picture. The mode includes this in the understanding of your question.
Does Google AI Mode differ from AI Overviews?
Yes, overviews are short answers, AI mode is a deeper, interactive view with follow-up questions and more context.
Is there advertising in Google AI Mode?
Not yet in Europe. In the USA, Google is testing ads in AI mode; the schedule and design for Europe are still open.
