AI Search Changes — How to Check If Our Brand Is Affected Now

What changed?

In May 2026, Google made Gemini 3.5 Flash–based “AI Mode” the default model for Search, substantially expanding AI-driven user experiences. Smart search bars, conversational search, and persistent conversations are now central to search results.

This shift means search is moving from simple link lists to an environment where users can ask questions, get answers, and even complete transactions directly within Google.

• AI Overviews and AI Mode are now used globally as the default model (Gemini 3.5 Flash)blog.google.
• The search box now supports multimodal inputs (text, images, video, etc.), and personal AI agent features have been introducedblog.google.

Who is affected?

This can hit small Korean businesses and local operators who relied on traditional SEO for search traffic more heavily. As AI generates answers, whether your brand is cited can make a direct difference in exposure.

AI search compresses and replaces early user touchpoints, so content creators now need to judge whether they are perceived as “trusted information” by AI.

• Brand mentions in AI interfaces have a greater impact on actual business outcomestechtarget.com.
• AI search evaluates credibility for being cited by the system more than it aims to drive clickstechtarget.com.

What to do now — and what not to do

First, three things to check immediately. One, review whether your content meets Google’s optimization guidelines for generative AI featuresdevelopers.google.com. Two, assess whether your content meets conditions to be cited as a trusted source. Three, if you use Google Ads, prepare for DSA to be automatically converted to AI Maxbusiness.google.com.

On the other hand, rather than trying to immediately boost traditional keyword rankings, it’s more effective now to focus on “trust-based optimization” so your brand can appear directly in AI overviews or conversational results.

• What not to do: cling only to traditional SEO tactics aimed solely at improving rankings or clicks.
• What to do: Review Google’s “optimizing for generative AI features” guidedevelopers.google.com.
• Audit content credibility against AI recommendation criteria.
• Prepare for DSA → AI Max transition in Google Ads.

Checklist to go through

Check these items one by one: Is the content original and valuable? Have you added context like local, shopping, or image context? Does it violate spam policies? For Google Ads, have you identified when campaigns will be auto-upgraded to AI Max?

• Whether you provide “valuable, unique, non‑commodity content”developers.google.com.
• Whether local/shopping context is actually reflected, not just misunderstood as AEO/GEOdevelopers.google.com.
• Are you aware spam policies also apply to AI answers?developers.google.com.
• Confirm schedule for DSA → AI Max automatic upgrade (planned for September)business.google.com.

Frequently asked questions

My content doesn’t appear in AI search — do I need to rewrite everything?

Not necessarily. The key is whether AI recognizes your brand by trusted criteria. Start by ensuring high-quality unique content, structured information, and strengthening reputation-based trust.

If Search switches to AI Mode, is traditional SEO meaningless?

No. Traditional SEO still matters as the foundation. However, you now need to add “AI citation criteria” optimization to your existing SEO strategy so your content can be reflected in AI search results.