Help us prepare for our appointment
Google is set to take the next step in the transformation of its search engine. The company has confirmed its intention to roll out two new AI-powered features in Google Search in France this summer: AI Mode and AI Overviews. This is a strategic announcement for advertisers. They must now start preparing for the changes ahead in the search landscape.
Every year, Google processes more than 5,000 billion searches worldwide. In the last quarter, the volume of queries even reached a record high. This context illustrates the transformation currently underway. Google Search is no longer limited to listing results: the platform is gradually becoming an intelligent, agent-based solution, capable of interacting directly with the user’s intent.
AI Overviews and AI Mode, which have already been in use in many countries for several years, are finally set to be launched in France.
AI Mode offers a radically different approach to traditional search. Users can ask any question to receive an answer generated by artificial intelligence, and then continue exploring the topic through follow-up questions and useful web links.
According to the official page dedicated to this feature, AI Mode is powered by Gemini and its advanced reasoning capabilities. It can therefore handle complex and open-ended questions, regardless of how they are asked: via text, voice, photo or uploaded image. Users can therefore ask their question, including all the details that matter to them, in one go. AI Mode then organises the information and provides a concise answer, complete with links to explore the topic further online.
Among the features highlighted by Google is the ability to continue the conversation with follow-up questions to explore a topic in greater depth. Google is also promoting Search Live, a real-time voice interaction feature that allows users to converse with AI Mode. By enabling video, users can also share a visual context of their immediate surroundings. AI Mode will be accessible via a new dedicated tab within Google Search.
In terms of usage, two figures are worth noting for digital marketing professionals. AI Mode has already surpassed one billion monthly users, and searches carried out using this feature are, on average, three times longer than traditional searches. This latter point reflects a significant shift in behaviour, with queries becoming more conversational and detailed.
AI Overviews, for its part, generates quick answers right at the top of the results page for complex queries. Google’s stated aim is to enable users to quickly grasp the essentials of a topic, whilst offering them links to explore the subject further if they wish.
The official AI Overviews page states that the feature is designed to answer both simple and complex questions. It can therefore handle several queries grouped together in a single request. It accepts questions in text, voice or image format, and in each case provides an AI-generated answer accompanied by links to further information on the subject.
AI Overviews is nothing new for Google: the feature has been available in over 120 countries and territories, and in 11 languages, for several years. It now boasts over 2.5 billion users worldwide. France, which has so far been on the sidelines of this roll-out, is therefore set to catch up with a service that is already widely established elsewhere.
An important point for advertisers: Google has clarified that, for this initial roll-out in France, there will be no ad integration in either AI Mode or AI Overviews. The French launch will therefore initially take place without any dedicated ad formats for these two experiences.
However, this lack of immediate monetisation should not be interpreted as meaning there are no challenges for brands. Google itself emphasises that this transformation of the search experience has the potential to create numerous opportunities in the future. These opportunities are likely to become clearer as these formats become more widely adopted by internet users.
Whilst no advertising formats are being introduced alongside this initial launch, advertisers would be well advised to start preparing for this new situation now:
Would you like to prepare for the arrival of AI Overviews and AI Mode as part of your Google Ads strategy? Our Google Ads agency can help you adapt your SEA and SEO approach to these new AI-driven search experiences right away.
Google has announced that it hopes to roll them out this summer, although no specific date has been given at this stage.
No. Google has stated that there will be no adverts in either of these features for this initial roll-out.
AI Mode is a dedicated tab enabling in-depth conversational search, featuring follow-up questions, real-time voice interaction and web links. AI Overviews, on the other hand, appear directly at the top of standard search results to quickly summarise an answer, including to multiple questions asked at once.
AI Overviews has over 2.5 billion users. The feature is currently available in over 120 countries and 11 languages.
