India, Sept. 17 -- Google Search is changing from a simple list of links into a more conversational experience. With AI Mode, people can ask detailed questions, compare different options and ask follow-up questions without starting a new search each time. Ads are also becoming part of this new experience, as Google tests new ad formats in AI Mode that can show products alongside AI-generated information. This could change how people discover websites and products, while businesses may need to think differently about both organic search visibility and paid advertising.

SEO has traditionally focused on helping webpages rank for specific keywords, but the way people search is changing. With AI Mode, users can ask a broad question and then f...