Key takeaways
- AI Mode is a chat-style mode inside Google Search, built on Gemini. It answers with a written summary and a few source links instead of a list of ten blue links.
- It works in Thai: Google Thailand announced Thai support in October 2025.
- It splits one question into many searches (“query fan-out”) and cites the pages that answer each part best.
- Brands get cited when their pages state clear facts — prices, comparisons, steps, dates — from a named, trustworthy source.
What is Google AI Mode?
AI Mode is a separate mode in Google Search — you find it as a tab next to “All”, “Images” and “Videos”. Instead of a page of links, you get a written answer, with a handful of sources linked beside it, and you can ask follow-up questions as in a conversation.
It is built on Google’s Gemini models and is designed for longer, more complicated questions: comparisons, “which one should I choose”, planning, and questions with several conditions. Google launched it in the US in 2025 and has since rolled it out to more countries and languages, including Thai.
How AI Mode finds its answer
AI Mode doesn’t search for your question once. It breaks it into smaller questions, runs many searches at the same time, reads the pages that come back, and writes one answer that cites the pages it used. Google calls this query fan-out.
This is why a website can suddenly get impressions for long, oddly specific searches that no person would type. On our own site, Search Console shows queries like “best line oa automation tools thailand 2024 2025 pricing” — with thousands of impressions and our pages in the top results. Those are fan-out searches: AI looking for sources.
AI Mode vs AI Overviews
| AI Overviews | AI Mode | |
|---|---|---|
| Where it appears | A summary box above the normal results | Its own mode / tab in Search |
| Links | Normal results still below | Mostly the answer, with a few source links |
| Best for | Quick, single questions | Long, multi-part questions and follow-ups |
| Conversation | No | Yes — you can keep asking |
What changes for brands in Thailand
Fewer clicks for simple questions. If the answer fits in two sentences, many people won’t visit a website at all. Pages that only repeat general information lose traffic.
Being cited becomes the new ranking. For commercial questions — “which agency”, “which tool”, “how much does it cost” — the brands named or linked in the answer win attention. Google Keyword Planner shows searches for “Google AI Mode” in Thailand up 315% year on year (Oct 2025 – Sep 2026), while classic “agency in Bangkok” searches are falling: people are asking AI instead.
Thai content matters more. AI Mode answers Thai questions in Thai and prefers sources that answer them directly. A real Thai page beats an English page that a visitor has to translate.
How to get your brand cited
- 1Answer the question in the first lines. Put a short, direct summary at the top of the page. That is the part AI answers quote.
- 2State facts AI can lift. Prices, plan names, steps, dates, locations and opening hours — written out in text, not hidden in images.
- 3Use tables for comparisons. They are easy to read for people and for AI, and comparison questions are exactly what AI Mode is used for.
- 4Show who wrote it. A named author with real experience, an “updated” date and a company page that says who you are.
- 5Cover the follow-up questions. Think about what someone asks next — price, timing, alternatives — and answer it on the same page or one click away.
- 6Let search and AI crawlers in. Check robots.txt and your Cloudflare bot settings, so Googlebot and AI assistants can read your pages.
- 7Write in Thai and English. Thai customers search in Thai. A Thai page answers a Thai question better than a translated English one.
FAQ
Is Google AI Mode available in Thai?
Yes. Google Thailand announced Thai-language support for AI Mode in October 2025.
Is AI Mode the same as Gemini?
AI Mode runs on Google’s Gemini models, but it lives inside Google Search and grounds its answers in web pages, which it links as sources.
Does AI Mode reduce traffic to websites?
For simple questions, people often get the answer without clicking. For complex or commercial questions, the brands that are cited gain visibility — and the visitors who do click are usually further along in their decision.
Can I optimise for AI Mode separately from SEO?
Not really. AI Mode cites pages that Google can crawl, understand and trust, so classic SEO is the foundation. What changes is how you write: clearer facts, comparisons and direct answers.