AI Mode’s Dark Zero-Click Future and the New Era of Online Strategy
Google’s new AI Mode has launched in Australia, redefining how people search online. It turns Google from a search engine into an answer engine, showing results directly on the page. Users no longer need to click through to websites, leading to fewer visits and falling referral traffic.
This “zero-click” behaviour threatens long-standing discovery and advertising models. Publishers and marketers who rely on organic search must rethink their approach fast. Industry leaders warn that years of SEO work could lose value overnight. Yet, some see upside: the smaller number of clicks that remain often come from users closer to purchase, delivering stronger conversion rates.
Experts including Gai Le Roy (IAB), Scott Purcell (Man of Many), and Nick Grinberg (Next&Co) urge brands to focus on what AI can’t replicate. They suggest building strong brand authority and producing original, high-value content that earns citations from AI systems instead of being summarised.
The conversation is shifting from Search Engine Optimisation (SEO) to Generative Engine Optimisation (GEO), structuring content so AI tools can easily understand, rank, and reference it.
Lexlab founder Alfie Lagos says brand equity now drives visibility across both search and AI results. He advises marketers to audit AI visibility, invest in brand-building that reinforces trust, and keep SEO fundamentals strong to counter AI inaccuracies.
While disruption is certain, AI Mode also presents opportunity. It rewards brands that combine creativity with data precision. Those who adapt quickly, balancing strategy, storytelling, and credibility, will lead the next phase of online discovery.
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