When should search teams hop on the AI-mode bandwagon?
Brands must evolve to stay visible, but navigating the shift to AI-driven search requires care. Our Head of Paid Media writes for The DRUM, discussing how the rise of AI-powered tools like Google AI Mode is fundamentally changing how users discover content. Instant, zero-click answers now dominate search results, creating new pressure for brands to appear in AI overviews and snippets.
Performance marketing and SEO teams face a delicate balancing act: restructure content to optimise for AI visibility and risk sacrificing readability, brand tone, and trust, or maintain quality human-focused content and potentially lose immediate exposure. Over-optimising can lead to low-value pages ranking for the wrong reasons, keyword cannibalisation, and wasted PPC budgets if strategies pivot too aggressively.
