Why AI Overview & AI Mode might actually be good for your brand

A week ago, Google CEO Sundar Pichai sat down with Lex Fridman on a podcast.

They talked at length about the future of Google Search, especially around AI Overviews and AI Mode.

For those unfamiliar with AI Mode, it’s a separate tab in Google Search where users can access a conversational assistant.

Think ChatGPT, but built into Google.

According to Sundar, we’re heading into a world with two versions of the web:

1. The Human Web

This is the internet you navigate every day. You open a browser, visit a website, scroll, click, read, and buy.

2. The Agentic Web

This is a new version designed specifically for AI assistants.

These AIs will look for information, execute actions, and handle tasks on your behalf.

You’ve already seen a glimpse of this with the new Shopping feature in ChatGPT.

You ask for a product recommendation.

AI scans the web.

Then it delivers the best picks, prices, reviews, and more — all in one response.

Sundar believes that this will soon become a common way people interact with the web.

And it makes sense.

Nobody wants to spend 30 minutes doing something AI can finish in 5 seconds.

As trust in these tools grows, more people will opt out of the manual steps altogether.

Now, does this mean that the Agentic Web will replace Google Search entirely?

Are people moving from traditional queries to chatbots and AI assistants?

I don’t think so.

Even with the rise of ChatGPT, Claude, and Perplexity (a model that “searches” the web to find the best answer for you), Google Search traffic grew by over 22% in 2024…

While that doesn’t tell us about the quality of those searches, one thing is clear:

People aren’t leaving the platform. They’re actually using it more.

And both the human and agentic web will keep growing side by side.

So if anything…

These AI features are creating another path for you to reach potential buyers.

One that many advertisers and brands dismiss because “it’s not how people shop” or “buyers want the human touch.”

This gives a massive edge to those who adapt quickly to this new technology and aren’t afraid to experiment.

The brands that win will treat AI like a new “customer” to serve.

They'll create pages that make it easy for AI to present their products in the right context.

They'll write copy with clear value propositions and messaging that AI can extract and summarize effectively.

They’ll optimize their product feeds so their listings surface first.

They'll showcase reviews, testimonials, and social proof for AI to trust and recommend them.

That’s the new playing field.

Google is offering you more ways for your brand to get discovered and bring in more customers.

Another distribution channel to stack on top of your existing ones.

And it’s wide open (for now).

Jackson

Founder and CEO of Echelonn

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