Google AI Mode: an important change
What is Google AI Mode?
Google AI Mode is now officially available in French in Canada, as you may have noticed when searching on Google over the last few days. But what's it all about?
It's a new intuitive search experience powered by Google AI. Designed to understand the intent behind every query, AI Mode helps users more easily find the answers they really need. It's particularly useful for exploratory searches, or when you want to delve deeper into a subject.
With AI Mode, Google takes a new step forward: an intelligent search interface capable of :
Understand long or multi-part queries,
Break down these queries into sub-queries ("query fan-out") to query the Web on many fronts simultaneously,
Propose a synthetic answer, with links to verifiable sources,
Accept multimodal input: text, voice, images.
Google's new AI Mode follows on from the AI Previews that have already been available on the Canadian market for several months. So it's not a rupture, but rather a natural evolution of these tools: Google enriches its analysis and synthesis capabilities to offer users more complete, faster and more relevant answers, while retaining the spirit of the AI Previews that familiarized users with intelligent and exploratory interactions.
What Robby Stein says: Impacts & vision
Robby Stein (VP Product at Google) insists on one key point: AI Mode is not a conversational robot, but a deep search layer, designed to understand all our queries, feed them into an intelligent system and offer us rich answers. 
He also talks about a new concept: GEO (Generative Engine Optimization). In his view, even though AI is profoundly changing the way users ask questions, the fundamental principles of quality, structure, originality, user intent and so on.
Impact on SEO and digital marketing
Content must be designed to be cited by AI, not just to rank.
We recommend question-and-answer formats, clear headings, well-structured paragraphs and multimedia content (images, infographics) that can trigger AI Mode.
The risk: that the AI will respond directly to the user, without them needing to click on your site. So you need to be visible within the AI ecosystem, not just on the results page.
AI Mode does not replace Google Ads search campaigns: keywords remain essential, and sponsored results may soon appear in this new mode.
No time to read it all? Here are the essentials.
Google's AI Mode is not a fad. It's a profound evolution in search. For companies, this represents both a challenge and an opportunity: to be visible not only in traditional results, but in the very answers Google gives. If you want to stay competitive, you'd better start adapting your content today.
We're here to support you.
