Google is continuing to develop AI Mode and AI Overviews, turning Search into an increasingly conversational experience where users can ask questions, continue conversations, and receive information summarized from multiple sources.
At Google I/O 2026, the company said that AI Mode had surpassed 1 billion monthly users and that usage was continuing to grow rapidly.
But the change is not only about how Google delivers answers.
Google is also introducing new ways to help users discover original sources and high-quality content. In May, Google introduced its “Highly Cited” feature and other ways of highlighting original sources and perspectives within AI Search.
This sends a clear message to businesses:
SEO should not be only about keywords.
A website needs content that:
genuinely answers users' questions demonstrates expertise provides original information references trustworthy sources builds authority around a topic
In a search environment where AI can provide an answer directly, brands producing weak or generic content face a greater risk of becoming invisible.
Brands that build expertise + authority + original content have a stronger foundation for visibility in the evolving search ecosystem.