[0:00] Intro + technical hiccups
[0:38] Meet the speakers
[2:26] What the study covers
[3:02] Why AI Mode matters now
[5:05] Executive summary of findings
[6:52] Study objectives and design
[10:01] Who participated in the study
[13:32] How people use AI tools today
[15:01] Task 1 – Credit card loyalty programs
[23:26] Task 2 – Healthiest cereals
[29:31] Task 3 – Local news and sports
[34:05] Task 4 – Finding a health clinic nearby
[36:40] Task 5 – Shoes under $75
[39:58] Key themes and user behavior patterns
[47:25] Trust, accuracy, and product expectations
[50:05] Search vs. research behavior
[52:12] Generational and platform differences
[53:47] Privacy and comfort with AI
[56:00] Closing + where to learn more
Google’s AI Mode is live. But do real people actually use it?
Mike King, Farrah Bostic, and Garrett Sussman revealed the findings from the first UX study on AI Mode—how people searched, what frustrated them, and why most still default to Google Search, Reddit, or ChatGPT.
• Search vs. Research: Users don’t treat AI Mode like search. They treat it like a research companion, and only a few are “ride or die” with one AI tool.
• Why AI Mode Falls Short: People want maps, carousels, and trusted publishers. Instead, they get generic lists and links that feel redundant with AI Overviews.
• Generational Splits: Gen Z leans on TikTok and Siri, millennials mix AI assistants and Reddit, while older users stick with desktop search.
• Trust & Accuracy Gaps: Many assume AI results are outdated or wrong. Privacy concerns are high, but not high enough to stop usage.
New Rules for Visibility in AI Search
We showed how context, trust signals, and relevance shape what users accept as “the answer.” Brands that show up in trusted comparisons, forums, and multimodal formats stand out.
You’ll walk away knowing how to:
Spot where AI Mode fails and where people turn instead
Build content that matches real user prompts, not keyword guesses
Align with research behavior, not just transactional search
Prepare for AI Mode adoption—even if users aren’t ready yet
This one’s for SEOs, marketers, and strategists who want to understand how search behavior is actually shifting—and what that means for your visibility.
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