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If you thought Google was finished evolving search, think again. They’ve introduced something called AI Mode, and it’s set to reshape how people discover (or potentially overlook) your SaaS. So, what’s new? Instead of simply displaying a list of links, Google’s AI will now summarize answers, suggest solutions, and streamline the search experience. Exciting? Absolutely. A bit concerning for SaaS brands that rely on organic traffic? That too.
Since October, the Google app on Android has been developing AI Mode (also known as “AIM”), quietly laying the groundwork for a big shift in search. While this isn’t entirely new, what matters now is where it’s headed - potentially making its way into Google Search itself. If that happens, it could change how users interact with search results and, more importantly, how often they click through to your site.
So, what’s the deal? Instead of just giving users a list of links, Google’s AI will now “think” for them - summarizing answers, suggesting solutions, and basically doing everything except making them coffee. Cool? Sure. Terrifying for SaaS brands that rely on organic traffic? Also yes. Google’s Q4 earnings report highlights a major focus on AI innovation, solidifying AI’s role in Search, Ads, and beyond. Expect more AI-powered ranking factors, deeper search personalization, and evolving SERP layouts in the coming months.
Recent research shows that Google’s AI Overviews are already shaking up search results, even before the full AI Mode rolls out. When AI Overviews appear, organic click-through rates (CTR) drop significantly - by 54.6% year-over-year. That’s a big deal. On the paid side, CTRs are declining too, even when AI Overviews aren’t present, which suggests there’s a bigger shift happening in how people interact with search results.
Here’s where it gets interesting: If a brand is featured in an AI Overview, both paid and organic CTRs actually go up. Paid CTR jumps from 7.89% to 11%, and organic sees a smaller but still notable increase from 0.74% to 1.02%. So, while AI Overviews might steal clicks from traditional results, being included in them could work in your favor.
Now, AI Mode takes this even further. It’s designed to function more like ChatGPT - allowing users to ask follow-up questions and have a more interactive search experience. If AI Overviews are already shifting traffic, AI Mode could amplify that impact.
So, what does this mean for SaaS companies? It’s a double-edged sword. On one hand, traditional search traffic may decline. On the other, AI-powered search opens up new ways to connect with potential customers. To stay ahead, SaaS brands should:
To stay ahead, SaaS brands need to rethink SEO beyond just rankings. With AI Mode summarizing information upfront, the key is to create content that AI finds valuable enough to reference: deep insights, unique data, and authoritative expertise. Focus on building brand recognition, so users seek you out directly, optimize for engagement signals like time on page and interaction, and explore alternative growth channels like thought leadership, community-driven content, and strategic partnerships. The goal? Make your brand indispensable - whether AI summarizes your content or not.
Michael is a Partner at Conifr and oversees operations. Michael has been in web development, digital marketing, and analytics for nearly two decades, with experience running agencies and leading in-house marketing teams. He has led integrated digital marketing teams for both paid search and SEO across household name brands, such as Norwegian Cruise Line and 1-800-Pack-Rat. Michael specializes in strategy, business development, and analytics. Before Conifr, Michael was the Chief Marketing Officer at a sustainability focused online gaming startup.
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We are based in Bend, OR but have team members across the United States and work with companies throughout North America and Europe.
