AI mode has arrived in Denmark – and it’s changing everything about digital marketing
(And no – it’s not just hype)
CMO
October 17, 2025
(And no – it’s not just hype)
Google’s AI mode has officially launched in Denmark, marking the beginning of a new era for how we search, discover and act online. For both SEO and Google Ads, this is one of the most significant shifts we’ve seen in years.
AI mode means that Google no longer just shows a list of search results – it provides a generated, conversational answer directly in the results. The user gets a complete overview, often without needing to click through to other sites. And as Google continues rolling out new features, AI mode is gradually becoming the standard search experience.
In this post, we’ll walk you through what AI mode is, what it means for SEO and Google Ads, and what strategic steps your business should take today to prepare for this new search reality.
If you’ve ever used ChatGPT, you already know how artificial intelligence can deliver precise, personal and well-explained answers in seconds. Now, that experience has arrived directly in Google.
AI mode is Google’s new search experience, where you can activate a dedicated AI tab in the search results. Here, instead of a list of links, you’ll get a fully generated answer – written in natural language and with the option to ask follow-up questions, just like you would in ChatGPT.
And while AI mode currently appears in its own tab, Google has already confirmed that the best elements from AI mode will gradually be integrated into the main search experience.
In short, Google is moving from being a search engine to becoming a conversation partner – helping users understand, compare and act directly within search results. You can think of AI mode as an independent assistant that helps you find exactly what you’re looking for, and in time, even book or purchase things on your behalf.
For Danish businesses, this means that Google is no longer just a search engine – it’s becoming a channel that delivers the entire customer experience. And that challenges how we think about visibility, clicks and conversions.
When AI mode delivers answers directly, users might not click through to your website. Several experts predict a significant drop in organic click-through rates – the so-called “zero-click searches.”
In fact, a study following AI mode’s rollout shows that in three out of four AI mode sessions, users never leave AI mode.
But the clicks that do happen are likely to be more qualified – the user has already received an overview and clicks only when they want deeper insight or to take action.
That means your content must provide real value, authority and depth – so users choose to click through, even when an AI answer is shown first.
Instead of only optimizing for keywords, it’s now crucial to write content that answers questions in natural language and fits the context that AI mode operates within. What used to be SEO has evolved into GEO – Generative Engine Optimization.
That means:
When AI mode generates answers, it relies on online content. That makes it critical that your site is seen as trustworthy and authoritative. Consistently updated, detailed and well-referenced content increases your chances of being cited or referenced in AI-generated answers.
As AI-driven search may reduce clicks from Google, it’s more important than ever to build traffic through other channels – social media, email, direct visits, and partnerships. In the AI era, you can’t afford to depend solely on Google for visibility.
We were recently invited to a Google event where the conversation revolved almost entirely around AI mode and the future of search. Google shared upcoming ad formats that will appear inside AI-generated answers – where the context and conversation around a search determine which ad appears, not just individual keywords.
Instead of choosing keywords and match types, advertisers will need to think in topics, intents and customer journeys – anticipating the questions your audience might ask along the way.
Google recommends that advertisers focus on:
These campaign setups give Google’s algorithms the flexibility to place ads naturally within AI-driven experiences.
In a conversational ad environment, traditional clicks and CTRs become less central. Advertisers will need new KPIs and dashboards that measure value further down the funnel – such as assisted conversions, engagement and interaction within AI flows.
AI mode is still in its early stages in Denmark, but the development is moving fast – and businesses that act now will gain a competitive advantage.
Here are six steps you can take today:
1. Test and experiment
2. Clean your data feeds and product information
3. Create conversational content
4. Optimize your current ad campaigns for the ai mode future
5. Be visible (and accurate) across google’s platforms and partners
6. Position yourself as an authority in your field
At Iternum Digital, we’ve been following this development closely — both through our work with Google’s AI-driven campaigns and, most recently, at a Google event where we gained direct insights into how ads will be integrated within AI mode.
We know how to adapt SEO strategies and campaign setups to align with this new reality, where Google thinks in conversations rather than keywords.
AI mode isn’t just another Google feature. It’s a paradigm shift in how users search, get answers and take action. For ambitious companies, now is the time to adapt — because those who move first will gain the advantage in a world where context, conversation and relevance are the new cornerstones of digital success.
And while it’s a change, it’s also an opportunity — one we’re ready to help you turn into growth.
AI Mode is transforming how people search and engage online – but with the right strategy, you can turn that shift into growth. Get in touch today, and let’s make your business ready for the new search landscape.
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