AI Mode is live in the Netherlands: reason to panic or a new opportunity?

After a full rollout in the US and UK, it’s now Europe’s turn: AI Mode has officially been spotted in Dutch browsers this week. An exciting development that’s reshaping the way we search, and the way we’re found. But what exactly does this mean for us as search specialists? And more importantly: how can we respond smartly?

AI Overviews: the first step toward a new search experience

Google already announced it back in 2024: groundbreaking AI features that would drastically change how we search. After months of anticipation, it finally happened in May 2025: the first AI feature launched in the Netherlands: AI Overviews. AI Overviews are summaries generated by Google’s AI and displayed in the search results, most of the time at the top of the page. They combine information from multiple sources to provide users with a direct, complete answer.

Want to learn more? Check out our previous article by our SR. SEO Director Jurre: Google rolls out AI Overviews in the Netherlands – how it impacts search.

Brace yourselves, because AI mode has arrived in the Netherlands too!

AI Mode is a new separate feature within Google’s web browser that significantly changes how we search. Using advanced artificial intelligence, this mode provides direct answers to the questions you enter. Instead of simply showing a list of search results, AI Mode gathers and analyses information from various reliable sources and composes it into one clear, coherent response.

Where AI Overviews summarise search results within Google’s classic interface, while AI Mode transforms the entire search experience into a conversational, AI-driven interface.

Inside the mind of AI-mode: how AI-mode thinks

AI Mode aims to generate a complete answer on its own — a process known as the query fan-out method. It starts by breaking down your search query into smaller, related questions. These are sub- or follow-up questions that help the AI better understand the intent behind your search.

This happens using vector embeddings. Mathematical representations of words and sentences that capture their meaning. This allows AI Mode to see which terms or topics are related in meaning, even if they’re not literally the same.

Next, AI Mode searches Google’s index for text passages most relevant to those related questions. These passages aren’t chosen at random; they’re evaluated based on how well they support the meaning and context of your query. Then, the system merges and rewrites them into a single, fluent answer.

AI Mode also learns from your behaviour; it considers what you’ve clicked on before or what topics you seem interested in and adjusts the tone and focus of the answer accordingly.

What does this mean for us as search specialists?

According to recent research from Semrush, the adoption of AI Mode is still slow in the US and UK, reaching around 1.25% in July 2025.

Yet, a study by Kevin Ending mapped out how users behave within AI Mode, showing something striking but not surprising: zero-click searches increased by 77.6% in AI-mode, and most clicks that do occur are transactional. This clearly shows that visibility is becoming more important than traffic and changing search behaviour.

Users no longer scroll through pages of links but get direct, conversational answers instead. This shift activates a new search behaviour and becomes more about asking and finding. We not only need to understand the algorithms of AI-mode but also the evolving user behaviour and intent. 

Measuring What Matters in AI Mode

With AI Search, the way we measure success is changing completely. SEO used to be all about rankings and clicks, but now the main question is: is my content being used in the AI-generated answer?

Because AI Mode compiles answers instead of listing links, traditional ranking metrics no longer paint the full picture. Measurement becomes trickier. Citations, instances where your content is referenced within AI answers, are becoming the new indicator of visibility.

However, AI Mode doesn’t provide direct data insights yet. Analytics tools are racing to catch up, but for now, marketers need to find other ways to measure. This can include analysing server logs to identify AI bots visiting your site, tracking how often your brand or pages are cited in AI Mode, and monitoring engagement metrics to gauge real impact.

Rethinking relevance: beyond keywords

AI Mode is changing the rules of content creation. Instead of optimising around one keyword and one well-tuned page, everything now revolves around context and structure, which demands broader and deeper content coverage.

Adopt a topic-oriented approach. For example, if you’re writing about “sustainable living,” don’t just touch on it briefly, cover the full theme: materials, energy efficiency, subsidies, comfort, and long-term benefits. This turns your content into a rich knowledge landscape that AI Mode can draw from, ultimately leading to more citations and mentions.

At the same time, it’s no longer enough to rely solely on written content. Because in the US, AI-mode can turn your idea into a clear visual vision. While Text remains key in the Netherlands, incorporating videos, images, charts, and interactive elements is becoming essential. AI Mode, like other large language models, values multimodality: visual and audiovisual formats add context and help the AI better interpret your information.

What About Ads? The Future of SEA in AI Mode.

The rollout of AI mode in the Netherlands presents further possibilities for SEA. While paid advertising within AI mode (and AI overviews) is not yet available in the Netherlands, it is currently being tested in the US, and we expect this feature to expand to other markets, including the Benelux. We are closely monitoring developments and maintaining direct contact with our US counterparts to ensure we are fully prepared to leverage these changes once they arrive. This proactive approach will allow us to stay ahead and maximise the opportunities AI mode can offer for SEA campaigns

A new search era requires a new mindset

While it’s easy to see AI Mode as disruptive, it also opens the door to exciting and new opportunities. A new search behaviour is clearly emerging: people are no longer scanning through lists of links but instead expect instant, conversational answers generated by AI. Users interact less with individual websites and more with the summaries and insights AI provide.

For us, this means success is no longer about ranking first or driving as many clicks as possible. It’s about being part of the answer rather than merely being listed among the results.

So rather than panic, let’s prepare.