Google’s newly launched AI Mode is reshaping how Kiwis interact with search. So what does that mean for your business’s digital marketing strategy? Let’s unpack what’s happening, what’s coming, and what smart marketers need to do next to stay competitive.
What is AI Mode?
AI Mode is Google’s latest evolution in search, now live in New Zealand through a phased rollout. It introduces a more conversational, generative experience. Instead of typing short, keyword-based queries, users can now interact with Google in a more human way, asking multi-part questions, following up, and diving deeper into topics.
Where traditional search might look like:
“Best helmets for bike commuting”
AI Mode allows:
“I’m going to start biking to work. What should I look for in a helmet, and can you show me options that are lightweight and well ventilated? Also, what else should I consider before I start?”
This represents a significant shift in how people engage with search. Google has noted that users are submitting questions that are two to three times longer than standard searches. These queries are also more open-ended and exploratory in nature, often leading to follow-up questions that previously wouldn’t have been part of the search journey.
For users, it’s a more intuitive and efficient way to find answers. For businesses, it’s a call to adapt or risk falling behind.
What This Means for SEO
AI Mode does not replace traditional search, but it changes how people discover and engage with information. This evolution has major implications for your search engine optimisation strategy.
1. Content depth is essential
Google’s AI Mode favours content that is genuinely helpful and written with real users in mind. Pages that are thin, overly keyword-stuffed, or templated will struggle to gain traction. To compete, your content needs to go deeper.
What to prioritise:
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Long-form content that thoroughly addresses user needs and questions
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Clear, conversational structures that anticipate likely follow-ups
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Demonstrated authority and insights specific to your market or expertise
For example, if you’re a home renovation company, a blog post titled “5 Kitchen Design Trends” is no longer sufficient. You’ll need to explore the pros and cons of each trend, provide examples, offer design tips, and suggest what might suit different budgets or home styles. That depth of content is what will resonate in a conversational search environment.
2. Intent-based search takes centre stage
AI Mode doesn’t rely on exact-match keywords. It’s built to understand context and user intent. This means your website needs to be structured with semantic SEO in mind. That includes using clear headings, related topic clusters, and logical internal linking so that Google can understand the relationships between pages.
If someone searches, “How can I futureproof my home from floods in Auckland,” and your site has a well-written guide on flood prevention for homeowners in New Zealand, you’re far more likely to be surfaced in AI Mode than a generic post targeting “home insurance.”
3. SEO fundamentals still apply
While the interface may be new, the core principles of good SEO remain. Google’s guidance still emphasises original, helpful, people-first content. Their May 2025 update, “Succeeding in AI Search,” reinforces the need for clear, authentic, and useful content that answers questions comprehensively.
AI Mode simply raises the bar for what qualifies as “helpful.” It rewards sites that go beyond surface-level optimisation and actually serve the user’s needs in depth.
Read Google’s official SEO guidance for AI Search
What This Means for Paid Search
Although ads are not yet appearing in AI Mode, Google has made it clear that advertising will be integrated in the near future. When this happens, not all campaign types will be eligible to participate.
1. AI-powered campaigns are essential
Only AI-powered campaign formats such as Performance Max and AI Max for Search will be eligible to show ads in AI Mode. If your account is still reliant on traditional keyword campaigns or overly segmented account structures, this is your signal to modernise.
Advertisers using AI Max are already seeing performance benefits, with up to 27 percent more conversions at a similar cost per acquisition or return on ad spend. These campaign types are designed to leverage Google’s evolving understanding of user intent, and they will be the foundation for visibility in AI Mode.
2. Structure your account for modern performance
To make the most of AI-powered advertising, Google recommends building accounts around the Four Pillars of Modern Search Excellence:
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Good measurement fundamentals, including robust conversion tracking and data integration
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A consolidated account structure that allows Google’s machine learning to optimise effectively
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High-quality keywords and creative assets that are aligned with user journeys
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A well-managed Merchant Centre if you are running ecommerce campaigns
The shift towards automation and AI is not new, but AI Mode amplifies its importance. Advertisers need to ensure their accounts are not only compliant with these best practices but strategically built to take full advantage of them.
3. Prepare your account now
Building maturity with these campaign types takes time. You can’t just switch them on and expect results overnight. There is a learning curve, testing period, and optimisation phase involved. The earlier you begin this transition, the better positioned you’ll be when AI Mode officially supports ads.
If you’ve been hesitant to test Performance Max or move away from traditional campaign structures, now is the time to commit. The longer you wait, the harder it will be to catch up.
What NZ Businesses Should Do Next
To stay competitive in this new landscape, there are four actions every business should consider taking:
Try AI Mode yourself
When it becomes available to you, use it. Search for queries relevant to your business or industry. Look at what types of content are appearing. Are they from competitors? Are they well-written? What kinds of follow-up questions does the interface suggest? This will give you valuable insight into how your customers may be searching going forward.
Review and upgrade your SEO content
Conduct an audit of your website’s existing content. Ask yourself whether each page is detailed, helpful, and capable of answering layered, natural language questions. If not, rework it. Add depth. Improve clarity. Enhance your internal linking to support user exploration.
Also consider creating new types of content. Think FAQs, guides, and comparison pieces that align with how people ask real questions.
Embrace AI-driven advertising campaigns
If you haven’t already, now is the time to shift toward campaign formats that are compatible with AI Mode. This includes Performance Max, AI Max for Search, and utilising responsive assets that feed Google’s machine learning models effectively.
This is not about losing control, but about letting the system work smarter with the right structure in place. When well set up, these campaigns often outperform traditional ones.
Check in with Harper Digital
If you’re unsure where you stand, or if your current campaigns and content are ready for this next generation of search, talk to us. At Harper Digital, we can review your Google Ads and SEO approach and help you build an action plan tailored for AI Mode.
From strategic content audits to transitioning your ads to AI-friendly structures, we’ll ensure you’re not just reacting to change, but getting ahead of it.
Key takeaways…
AI Mode is more than a new interface. It is a sign of where digital discovery is headed. Search is becoming more dynamic, more conversational, and more intuitive. For New Zealand businesses, this is both a challenge and an opportunity.
Those who adapt early will be the ones who maintain visibility, grow traffic, and win customer attention in this new AI-driven environment. Whether you’re focused on organic visibility, paid acquisition, or both, the message is clear: evolve now, or risk falling behind.
Harper Digital is here to help you navigate the shift with clarity, strategy, and confidence. Get in touch to find out how we can help futureproof your digital marketing in the age of AI search. Book in a free strategy session today -> https://harperdigital.co.nz/digital-strategy-session.
