The Dawn of AI-First Search
At Google I/O 2025, Google declared that AI is not just a feature, it’s the foundation of its search engine. Extracting key highlights:
- AI Mode transforms Google from a link-driven search engine into a conversational, AI-powered assistant.
- AI Overviews a.k.a. SGE are already synthesizing content for 1.5 billion users monthly across 200 countries.
- Gemini 2.5: Powering this shift. With Pro and Flash variants, it's faster, smarter, with “Deep Think” reasoning mode, and launched globally in June 2025.
So what does that mean? Users are no longer searching- they are chatting. The 10-blue-link model is being replaced with structured, AI-rich dialogue, personalization, and even agentic task completion: booking, buying, visual insights, and more.
How AI-Mode Works: Deep, Multimodal, Agentic
Query Fan-Out & AI Overviews
AI Mode breaks questions into sub-questions (“fan-out”), launches parallel searches, and synthesizes a final AI-generated answer linking back to reliable sources.
AI Overviews build on this process—automatically summarising web results with citations and optional detail levels.
Multimodal & Visual Context
Imagine pointing your camera at an object and immediately conversing about it. Project “Search Live” via Project Astra enables just these chat responses while your device analyses visuals in real-time.
Google’s Circle to Search, first introduced in early 2024, is now deeply integrated into AI Mode, allowing users to circle content on the screen and instantly ask AI about it in-app.
Agentic Capabilities
AI Mode can actively perform tasks: booking appointments, buying tickets, reserving tables, and even automatic checkout when prices hit your target, initially US-only.
Data Analysis & Visualisation
Complex queries (like finance or sports stats?) Users can now get real-time charts and visual insights embedded directly in search — an interactive data experience not available via traditional search.
Gemini 2.5: The AI Engine Under the Hood
Gemini, developed by DeepMind, reached version 2.5 in March 2025:
- Flash: Optimised for speed, low latency.
- Pro: With “Deep Think” for more intelligent reasoning.
- Flash-Lite: Lightweight variant for efficiency.
Over 400 million monthly users already use Gemini via its app. Gemini 2.5 Pro and Flash are broadly available across Google’s ecosystem, including Search, Workspace, and third-party APIs.
What It Means for Brands & UAE Marketers
From SEO → GEO (Generative Engine Optimization)
Traditional SEO is evolving into GEO, geo-optimizing content for AI summarisation and chat-style discovery. Structured data, concise sections, and AI-optimized copy are becoming essential.
Local businesses like cafes, salons, and retailers in Dubai or Abu Dhabi must ensure visibility in AI Overviews and AI Mode. Local SEO = Local GEO: accurate NAP (Name, Address, Phone), positive reviews, and structured local datasets will be critical.
Content Strategies for AI Overviews
Google’s AI Overviews cite a handful of authoritative sources, so:
- Easy-to-scan FAQs, concise summaries, and structured content help AI “grab” and cite your brand.
- Long-form articles must be organized with clear headings, bullets, and fact-dense sections.
- Schema markup and featured snippets remain crucial—they feed AI pipelines.
Agentic Search & e-Commerce
Google is testing virtual try-on (for clothes) and automated checkout processes powered by AI Mode. Brands must invest in high-quality imagery, AR-ready assets, and integrations with Shopping Graph to stay relevant.
Multimodal Presence Matters
With Circle To Search and Search Live, images within apps, such as Instagram, TikTok, and Facebook assets, can be “circlable.” Brands should diversify platform visuals and ensure images are context-rich with proper AI+text, metadata to be scannable AI targets.
Privacy & Personalisation
AI Mode customises experience via personal data (Gmail, Calendar, Pixel history). While GDPR-compliant localization features have been launched, transparency will matter. Brands should:
- Clarify opt-ins/outs
- Offer clear data controls
Be ready for personalised listings (e.g., “near me based on today’s mood”)
The Competition & Ecosystem Shifts
Google’s Rivals Rising
Even though Google continues to dominate with 90% of the global search market share, Safari usage dipped, and Apple is exploring integrating AI-based search into iOS, considering acquisitions like Anthropic or Perplexity to power Siri.
OpenAI is launching an AI-centric browser, Microsoft remains deep into the AI-web integration, and startups like Athena, Profound, and Scrunch AI are helping brands adapt to rankings in AI-generated search.
Startups & AI Search Optimization
Companies like Athena (USD 2.2 M raised), Profound (USD 20 M+), and Scrunch AI (USD 4 M) help brands shape how AI represents them, ensuring visibility in synthesized answers.
Platform Interconnection
Gemini isn’t just Search it powers updates in Chrome, Meet, Gmail, Wear OS, Android, and AR devices. Google Beam revives 3D communication; Search Live now integrates with smart glasses for real-time context-based interaction.
For UAE brands targeting tech-savvy consumers, thinking beyond search pages is essential AI will appear in everyday touchpoints from chats to video calls to wearables.
Risks & Challenges Ahead
Accuracy & Misinformation
AI Overviews faced criticisms and even a lawsuit (Chegg, Feb 2025) over promoting low-quality summaries vs deep sources. Google has since improved citations and quality rankers.
However, hallucinations–instances where AI generates inaccurate or misleading information–still occur. Brands must verify accuracy and guard reputations—“sourceable” content is safer.
Privacy & Personalisation Balance
AI Mode’s personalized nature raises user concerns. Expect regulatory scrutiny in countries with strict data regulations—brands must comply with regional laws like the UAE’s PDPL, EU GDPR, etc.
Analytics & Measuring Visibility
AI Mode traffic initially shows as “no-referrer,” making it tough to trace. But Google promises enhanced Search Console tracking in the near future.
Key Trends to Watch in 2025
| Trend | Description | Implications for UAE Brands |
|---|---|---|
| AI Mode → Global Rollout | Testing started in the U.S. (Spring 2025), rolling to Europe, LATAM, MENA. | Stay alert—AI tab may soon appear for users in the UAE. |
| AI Overviews Expansion | Already covering 200 countries & 1.5 B users monthly. | Ensure your site’s AI-ready content; niche local topics benefit heavily. |
| Multimodality Everywhere | Voice, image, and camera functionalities are being integrated across Search, Wearables, and Chat. | Invest in visual & voice assets—e.g., Arabic captions, voice support. |
| AI-Driven E-Commerce | Virtual try-on, agentic checkout in AI Mode. | UAE e-retail brands must prepare image assets, Integra Shopping APIs, and support augmented reality AR previews. |
| Data Literacy & Privacy | Personalisation vs privacy will shape next-gen strategies. | UAE brands should publish clear privacy notices and be data-friendly. |
Action Plan for UAE Brand Professionals
To prepare your brand for 2025’s AI-powered Search landscape, consider:
- Revamp Your SEO → GEO
- Audit content: optimize for summaries, concise Q&A, structured data
- Implement llms.txt, JSON-LD metadata, and FAQ sections.
- Focus on citation-worthy content.
- Upgrade Asset Libraries
- High-resolution, context-rich images for Circle to Search
- Arabic-language assets, ALT text, multilingual voice support
- AR-ready product shots
- Enable Local & Agentic Readiness
- Verify and maintain a consistent Google Business Profile.
- Incorporate Booking API if relevant (hotels, salons, dining)
- Ensure accurate local reviews and up-to-date operating hours.
- Align with Google Ecosystem
- Integrate Gemini-powered chatbots within apps/websites.
- Optimize for Chrome, Android, Wear OS, and potential UAE device rollouts.
- Explore Chrome extensions or AI widgets to enhance discovery ability.
- Monitor & Measure
- Watch for AI Mode tab usage and launch in the UAE.
- Track brand mentions via impressions and referral-less logs.
- Use feedback forms to gather user experience metrics.
- Ethical & Privacy-First Strategy
- Include proper AI disclaimers where Summaries are used.
- Review privacy policy updates, implement user data controls.
- Localize compliance: PDPL, DSGVO (EU), others
Conclusion
Google I/O 2025 marks a turning point: Search is no longer a list of web links. It’s an interactive, intelligent, and goal-oriented AI interface powered by Gemini 2.5. For UAE brands:
Visibility = AI-structured content & assets
Credibility = accurate, citable, ethically prepared content
Convenience = readiness for bookings, AR-powered previews and real-time visual interactivity
Insight = new analytics from AI Mode impressions and indirect tracing
On-the-ground execution matters: from Dubai retail to Abu Dhabi services, the brands that act now will secure premium placement in Search’s AI future. At BrandStory we are the best SEO agency in Dubai to help your website get all-round exposure to AI led searches.
TL;DR – Must-Know Facts
- AI Mode is live in UAE—AI-powered, chat-style search.
- AI Overviews already reaches 1.5B users; they prioritize concise, cited summaries.
- Gemini 2.5 powers deeper reasoning and multimodal abilities.
- Brands must optimize for GEO: structured, summary-ready, multimodal content.
- Agentic & e-commerce features require visual assets and technical readiness.
- Privacy, analytics & ethical considerations are key as Search personalizes and automates.
Welcome to the AI-First Search Era. Your brand’s digital visibility now depends on preparing for real talk by AI.
We are BrandStory
Get in touch with us at info@brandstory.in to create a pleasant experience for your audience and a great success for your business.
