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What Happens When Real People Try AI Mode?

Reviewing the First AI Mode UX Study

With AI Mode now live, marketers need to grasp how real people are actually using it and what that behavior means for visibility, content strategy, and SEO. Join Mike King, Farrah Bostic, and Garrett Sussman as they break down the findings from the first UX study, which observed everyday people navigating AI Mode to complete everyday search tasks.

REGISTER

WHEN:

Thursday, August 21st 11:00 AM ET

WHO

Michael King, Founder & CEO of iPullRank

Farrah Bostic

Farrah Bostic, Founder of The Difference Engine

Garrett Sussman

Garrett Sussman, Marketing Director of iPullRank

What You Can Expect:

Key Topics

  • How real people search using AI Mode, ChatGPT, and traditional Google Search

  • What makes AI Mode feel “invisible” or underwhelming and why

  • Patterns in prompt behavior: what people type, ask, and follow up on

  • What the study reveals about trust, habits, and AI Search expectations

What You'll Learn

  • Why users overlook AI Mode – See why most people ignore or forget about AI Mode unless it’s front and center, and what that means for adoption, visibility, and trust.
  • How comfort with AI shapes prompts – Learn how familiarity with AI tools affects query complexity, tone, and follow-up behavior, and why your content needs to match a spectrum of prompt styles.
  • Where AI Mode fails the quick search test – Understand why users still prefer traditional Google Search for fast answers, visual results, and local queries, and what that tells us about current limitations.
  • What people expect from AI search – Explore the gap between what users want (summaries, comparisons, visuals) and what AI Mode delivers, and how that disconnect affects perceived value.
  • AI Mode vs. ChatGPT in real use – See how ChatGPT’s formatting (tables, emojis, pros/cons) beats AI Mode in usability, and what content creators can learn from it.
  • Why formatting and skimmability matter – Discover how long blocks of unstructured text turn people off, and why structured, scannable content wins in AI search results.
  • The invisible role of interface design – Learn how UI cues, prompt buttons, and placement drive behavior, and why discoverability is half the battle in AI Mode.
  • What the future of AI search requires from SEOs – Get practical takeaways on how to align your content with real user behavior in AI Search platforms, not just what Google says, but what people actually do.

Who Is This Webinar For?

  • CMOs and senior marketers tracking how AI Search will affect their audiences and revenue

  • SEO strategists and relevance engineers building for conversational platforms

  • Anyone working to future-proof their brand’s organic visibility in Google and beyond

Register
Now

Meet the experts

Farrah Bostic

Farrah Bostic

Founder | The Difference Engine

Farrah Bostic is the founder of The Difference Engine, a boutique research and strategy consultancy that helps brands grow by getting radically clear on who their audiences are and what they need next.


With 20+ years as a strategist and qualitative researcher — from Digitas and TBWA\Chiat\Day to Ipsos and Hall & Partners — Farrah brings sharp insight, strategic focus, and a healthy skepticism of conventional wisdom. She’s known for asking the hard questions, giving honest answers, and being a deeply collaborative partner to clients across startups, nonprofits, and the Fortune 500.

She’s also the creator and host of Cross Tabs, a podcast about research, data, and the systems that shape how we live and work.

Mike King

Founder and CEO | iPullRank

Mike King is an acclaimed international speaker covering SEO, content strategy, and the impact of generative AI. Innovating and elevating as the Founder & CEO of the performance marketing agency iPullRank, Mike consults with companies all over the world, from brands like SAP, American Express, and HSBC to a laundry list of promising eCommerce, publisher, and financial services organizations. He’s about to shatter everything you thought you knew about how modern search engines work with the launch of his debut book, “The Science of SEO.“

Garrett Sussman

Garrett Sussman

Director of Marketing | iPullRank

Garrett Sussman has worked in marketing for over fourteen years across a number of disciplines including content marketing, demand generation, affiliate marketing, and SEO.

Garrett previously led marketing at online review SaaS startup Grade.us (acquired by Traject in 2019). He’s hosted 2 podcasts and recorded over 150 podcast episodes.

FAQ

How do I join the webinar?

A link will be emailed upon registration.


How long is the webinar?

Approximately 60 minutes, including the Q&A session.


Will the panel be webinar?

Yes, a recording will be emailed to registered participants.

Catch our previous webinars

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How to Optimize for AI Mode Using Query Fan-Outs and User Context | iPullRank Webinar 

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Marketing in the Age of LLMs: From Content Creation to Memory Programming

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03.27.25

How Do You Market To a Machine Panel: The Future of Conversational Search and AI Agents | iPullRank Webinar

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01.30.25

Accounting for Gaps in SEO Software | iPullRank Webinar 

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SEO Split Testing the Factors Revealed by the Google Algorithm Leak | iPullRank Webinar 

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How to Optimize for SGE: Protect and Perfect Your AI Snapshot | iPullRank Webinar 

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//.eBook

The AI Search Manual

The AI Search Manual is your operating manual for being seen in the next iteration of Organic Search where answers are generated, not linked.

SEARCH HAS CHANGED.

Here’s the Playbook.

The AI Search Manual explains how search is changing and what to do about it. It covers the rise of conversational search platforms, the mechanics behind Generative Engine Optimization (GEO), and how Relevance Engineering helps you stay visible when traditional SEO falls short. If you want to understand where AI Search is headed and how to show up in it, this guide lays it all out.

Read the Manual

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You don’t want to beat the algorithm—you want to crush the competition.

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iPullRank is a pioneering content marketing and enterprise SEO agency leading the way in Relevance Engineering, Audience-Focused SEO, and Content Strategy. People-first in our approach, we’ve delivered $4B+ in organic search results for our clients.

© 2025 iPullRank

[WEBINAR]

What Happens When Real People Try AI Mode?

Reviewing the First AI Mode UX Study

THURSDAY, AUGUST 21st, 2025 11:00 AM ET

Join Mike King, Farrah Bostic, and Garrett Sussman as they break down the findings from the first UX study, which observed everyday people navigating AI Mode to complete everyday search tasks.

Let’s Talk