This is a fact. It’s impossible to ignore this when discussing Google I/O. It’s not even our opinion—in fact, we believe there will still be plenty of room for SEO, just done differently.
And there’s also plenty of room for original content. That will never go out of style.
In today’s post, we’ll analyze together everything that happened at Google I/O. We won’t be offering many opinions at this point, just the facts.
It’s still too early to say what will actually happen in digital marketing after Google I/O. But we can at least make some relevant observations about the process.
Please note: This text is about SEM — Search Engine Marketing. We are not covering Google’s other keynotes beyond the one related to search, which we also provide throughout the text.
That said, shall we begin?
Starting at the Beginning: What is Google I/O, Anyway?
Before diving headfirst into the latest news about search — which was undoubtedly the hottest topic for those working in marketing — it’s worth taking a quick look at what Google I/O is, in case you’re not familiar with it.
If you already know what it’s about, country email list you can skip straight to the event summaries.
Google I/O is Google’s annual event aimed at developers, but which everyone in the digital world follows closely.
That’s where the company shows what’s coming next for its main products: Android, Chrome, Search, Maps, Photos, Pixel, Wear OS, and so on.
“I/O” has a double meaning: “input/output” and “innovation in the open.” In other words, it’s as much about technology as it is about opening up the game to the community.
The 2025 edition took place as always in order to examine exactly what such a statement might California, between May and June, and brought new developments on practically every front.
But the undisputed star was Artificial Intelligence. More specifically, the expansion of AI Overviews into AI Mode, powered by Gemini.
AI Takes Center Stage (Again)
What everyone was waiting to see? How Generative AI will change the way we search on Google.
Spoiler: it’s already changing.
AI Overviews, which is already available worldwide, wasn’t exactly a new feature at the event — but it’s worth remembering that it’s already starting to impact organic traffic for those who rely on search to attract visitors.
In fact, there’s a post here on the blog just about it:
But the big reveal of I/O 2025 was AI Mode — a new type of search within Google itself, functioning as a tab.
According to the keynote, AI Mode brings some important features:
- Search with personal context (based on Gmail, Calendar, history, location, etc.);
- More in-depth answers;
- Simplified data visualization;
- Multimodality (understanding text, image, audio and video at the same time);
- And a new shopping experience integrated with Google Shopping.
If you want to watch the full keynote, click below:
AI Overviews was just a taster. AI Mode is the main course— phone database and if it really catches on, it’ll be a game-changer for SEO .
In the following topics, we’ll go into more detail about AI Mode. Stay tuned:
AI Mode: The Biggest Change in the Way We Search on Google
Google has always used I/O to announce specific adjustments to the SERPs: new guidelines, algorithm improvements, and minor developments. But in recent years, since AI has taken center stage, the conversation has shifted gears.
That’s where AI Overviews came into being. That’s where Gemini was introduced. And now, in 2025, Google has unveiled what could be the most radical change to online search: AI Mode .
Unlike what many people expected — that Overviews would only evolve — what arrived was a completely new search experience, with a separate structure, different behavior and a clear proposal: to eliminate the click .
Below, we detail the five pillars of this change:
- What is AI Mode and how does it fit with traditional search?
- What does “personal context” mean in practice?
- How AI Mode Delivers Deeper Answers
- What changes with multimodal AI
- And how Google Shopping comes into play
Let’s go:
What is AI Mode?
AI Mode is a new tab within Google, with the look of a traditional SERP, but generated 100% by AI.
It provides links, images, videos, maps, reviews, and more, but without relying on an external page to deliver value.
Instead of searching, clicking, and consuming content on another site, users see everything right there, within Google. It’s an interface that solves your needs without taking you away. And it even chats with you.
For example:
- “I’m going to Los Angeles and I don’t have a car. Can you help me plan the trip?”
The answer comes with public transportation, subway map, route suggestions, local tips, etc. And if the user follows with:
- “What if I rent a car?”
The answer continues from the previous point. It doesn’t erase anything. It delves deeper depending on the context. It’s as if the search has a memory.
This changes everything — especially for those who rely on SEO to generate traffic.
In this case, of course, it changes for the worse.
Search with Personal Context: Your Entire Google Gets in the Game
AI Mode can pull data from your Gmail, Google Calendar, Docs, Maps, and search history to create hyper-personalized responses. This only happens with consent, but the trend is for more and more people to allow this use.
Practical example: “What is the best time to leave for the airport?”
AI Mode will combine traffic forecasts (Maps), flight times (Gmail), and your daily commitments (Calendar) to respond accurately.
This is Google leaving “search engine” mode and entering “personal assistant” mode once and for all.
Deep and Technical Answers Without Opening 10 Tabs
AI Mode uses a system called query fan-out . It breaks a complex question into multiple subqueries, searches multiple sources, and synthesizes it all into a single, reference-rich answer.
Additionally, it offers “Deep Search” mode, which works almost like a technical report.
Questions like “What are the impacts of green hydrogen on European air transport by 2030?” generate answers with context, graphs, reliable sources, and even comparisons.
Something that before you would have to put together yourself, reading several websites.