A new era for online search
AI Mode is not a simple search engine update, but a new conversational environment within Google Search. Instead of just showing a list of links, the AI mode offers artificial intelligence-generated answers that are summarized and contextual, capable of understanding complex questions and maintaining a conversation with the user.
This experience is powered by Gemini, Google’s most advanced model, which allows combining text, images, and context in real-time. This way, users can request anything from “find me a hotel in Bilbao with a pool and sea views” to “explain the differences between fixed and variable mortgages with examples” and get an immediate, natural, and visual response.
How to activate AI Mode in Spain
Starting today, Spanish users can access the new mode directly from the search engine, where a notification will appear with the option “Try AI mode”. It can also be activated from the Google mobile app or from the web version at search.google.com.
Once activated, the interface changes completely: the design becomes cleaner and more focused, with a continuous conversation area where users can ask follow-up questions, upload images, or refine results without needing to restart the search.
Impact on SEO and digital marketing
The launch of AI Mode in Spain marks a turning point in the SEO and digital marketing sector. By prioritizing AI-generated answers, the mode changes the traditional “ten blue links” model to a system where AI synthesizes information and cites relevant sources.
Experts consulted by specialized media such as Xataka and Omibu warn that positioning strategies will need to adapt to this new reality, prioritizing clear, structured content based on verifiable data, as well as the use of semantic markup (schema) so that sites can be recognized as reliable sources by the AI.
One more step towards conversational search
With this launch, Spain joins the list of European countries where Google is deploying its vision of artificial intelligence-assisted search. According to the company, the goal of AI Mode is to “make searching on Google more natural, useful, and human than ever before”.
The rollout will continue in the coming weeks and is expected to reach all users before the end of October.
Source
Cattaruzzi, L. (2025, octubre 8). La Búsqueda de Google: el Modo IA llega a España. Google. https://blog.google/intl/es-es/productos/la-busqueda-de-google-el-modo-ia-llega-a-espana/
