Google AI Mode: What It Means for Law Firm Visibility

Google Continues to Expand AI in Search

Google is making three major updates to how search works, with AI playing a bigger role than ever.

1. The company has upgraded AI Overviews using its latest model, Gemini 2.0. This update is designed to improve accuracy and provide users with more detailed responses to complex queries.
2. Google has removed the sign-in requirement for AI Overviews, making them available to all users. Previously, access was limited to those logged into a Google account, but now everyone can see AI-generated answers in search results.
3. The most significant update, however, is AI Mode—a premium search feature with advanced capabilities and no traditional search results. While standard Google Search will still be available, AI Mode is designed to handle more complex questions and allow for deeper exploration through follow-up queries. This feature is still considered an experiment, as only a closed group of users have access for now. There is no guarantee this experiment will become a Google Search feature, but like AI Overviews, it may only take a few months before it makes it out of Google Labs and into the actual search engine.

We’ve extensively covered how more AI in search will lower click-through rates to legal websites, but to the benefit of law firms, Google suggests AI Mode will introduce new ranking and ad opportunities, though specifics remain unclear.

AI Mode: How It Works and Who Gets Access

One of the biggest differences between AI Mode and standard search is how conversational searching becomes. Instead of retyping a query manually, users can continue the conversation with Google’s AI answering each question, much like a messaging app, to explore different aspects of their search. This could be particularly useful for users who might need clarification on complex legal matters like statutes of limitations, legal definitions, or case requirements without searching multiple queries or clicking through multiple websites. From the previews Google has shown, there are no traditional links displayed in the answers, but instead they are displayed in a side panel, or as image tiles like shopping results. Since AI Mode uses a different model than their other AI features, the website results linked and cited in AI Mode may be different than those in AI Overviews or in Gemini.

According to Google’s VP of Product for Search, Robby Stein,

“AI Mode is going to respond to new types of questions, let people ask follow-ups to explore different facets, and ultimately create new opportunities for sites to rank.”

Google’s new AI Mode will exclusively available for for Google One AI Premium users first, which currently costs $19.99 per month. AI Mode is expected to be part of Google’s Search Generative Experience (SGE), their experimental AI-driven search platform.

Will AI Mode Decrease Clicks to Law Firm Websites?

One of the biggest concerns about AI Mode is whether it will reduce traffic to websites—including those of law firms that depend on SEO to get new clients. If AI can provide full answers from content published on legal websites, do users even need to click through to those web pages?

Google insists that AI Mode will complement traditional search rather than replace it, and that AI Mode will bring “new opportunities for sites to rank.”

For law firms, this emphasizes the need to focus on authority-building, structured data, and AI-friendly content to appear in AI results. Though there isn’t a definitive playbook for how to rank for AI, these general best practices will increase a law firm’s chances to appear in non-traditional search results.

At this experimental stage, it’s unclear how much AI Mode will impact law firm traffic. Firms that monitor these changes and proactively adapt their digital marketing strategies will be better positioned to maintain visibility.

AI Mode’s Impact on Google Ads and Paid Search

AI Mode is also raising questions about how paid ads will perform in an AI-driven search environment. Google has started testing ad placements within AI-generated search results, which could impact visibility, click-through rates, and cost-per-click for law firms running Google Ads campaigns.

If AI-generated answers dominate the top of Google’s search results, traditional paid ads may appear lower on the page or in new formats. This could change how users interact with paid search, potentially leading to higher ad costs as competition for visibility increases. On the other hand, if Google integrates ads directly into AI responses, firms may have an opportunity to pay to appear in those placements.

Law firms that advertise on Google Ads will need to closely monitor how the development and evolution of AI Mode affects their ad performance. Tracking conversion rates, cost-per-click, and ad placement trends will be essential in determining whether adjustments to bidding strategies or ad copy are necessary – or bidding for completely new placements as they’re introduced.

Google’s Response to Concerns from Publishers and Businesses

Not everyone is convinced that AI Mode will benefit websites that rely on Google for traffic. Many publishers and business owners worry that AI-generated answers will reduce clicks to their sites, cutting into revenue and engagement.

Google has acknowledged these concerns but insists that AI Mode is designed to enhance search, not replace it. The company argues that by handling more complex queries and enabling follow-ups, AI Mode will give users a better experience while still directing traffic to relevant sites. Again, Google has not provided clear details on how businesses—law firms included—can optimize for AI-driven search results.

Some publishers are also questioning how AI Mode will impact content ownership and attribution. If AI pulls key insights from legal websites but doesn’t send traffic back, publishers investing in high-quality content may see fewer returns, whether it’s from ad revenue or converting traffic into customers.

For now, Google is asking businesses to wait and see how AI Mode develops. We’ll be staying on top of these developments to bring the most important takeaways to lawyers.

Stay Ahead with TSEG

AI Mode represents a major change in how people find information online, and its full impact on law firms remains to be seen. While Google insists that AI-driven search will create new ranking opportunities, firms relying on organic traffic may need to rethink their strategies to remain visible.

A strong online presence will require more than just traditional SEO. Law firms should focus on authority-building, structured data, and AI-friendly content to improve their chances of being referenced in AI-generated results. Diversifying marketing efforts—through social media, direct client outreach, and other digital channels—will also be key to maintaining visibility as search continues to adapt.

Staying ahead of these changes takes time and expertise, but law firms don’t have to navigate them alone. TSEG specializes in legal marketing strategies that help firms stay competitive—whether through SEO, paid search, or content marketing tailored for AI-driven search environments. As Google continues to refine AI Mode, firms that adapt early will be in the best position to succeed. Contact us today.