Google is currently testing a new feature that allows users to seamlessly transition from traditional search results directly into its AI chatbot experience, dubbed "AI Mode." This development, while aimed at enhancing conversational search, is likely to heighten concerns among web managers already worried about losing organic traffic to AI-powered summaries.
The new test, observed on mobile devices globally, guides users into the AI chatbot window through a series of prompts. When a user taps on the "Show More" option within an AI Overview response to their query, a new "Ask anything" prompt appears at the bottom of the Search Engine Results Page (SERP). Engaging with this prompt for a follow-up question will then transfer the user from standard Google Search into the dedicated AI chatbot interface.
Google Search VP Robby Stein elaborated on the vision behind this integration:
“We’re starting to test a new way to seamlessly go deeper in AI Mode directly from the Search results page on mobile, globally. This brings us closer to our vision for Search: just ask whatever’s on your mind — no matter how long or complex — and find exactly what you need. You shouldn’t have to think about where or how to ask your question.”
While Google frames this as a step towards more conversational search, it inevitably means a greater portion of Google Search queries could be handled by AI. This raises significant questions for content creators and SEO professionals. Previous research indicates that searchers presented with an AI summary are significantly less likely to click through to external links. The introduction of even more direct AI engagement within search results could further reduce referral clicks to websites.
Google, however, has disputed claims of negative impact on web traffic. In August, the company reported that the total organic click volume from Google Search to websites had not fluctuated significantly due to AI overviews. Furthermore, Google stated:
“Average click quality has increased and we’re actually sending slightly more quality clicks to websites than a year ago (by quality clicks, we mean those where users don’t quickly click back — typically a signal that a user is interested in the website).”
Google suggests that its AI overviews provide additional context, leading to more qualified and engaged traffic for websites. By this logic, direct access to the AI chatbot could further refine traffic quality. However, it also seems plausible that users might increasingly find their answers directly within chatbot conversations, negating the need to click through to external sites.
Regardless of Google's assurances, this new test represents another critical development for those involved in SEO and digital marketing. It adds another layer of complexity to an already volatile landscape, making the monitoring of search traffic and user behavior more crucial than ever.
