What Is Google AI Mode And What Does It Mean For Legal Marketing?

Summary

AI Mode is a new Google artificial intelligence (AI) tool that allows searchers to ask a chatbot powered by Gemini specific queries to retrieve a full answer to their question. Unlike AI Overviews, AI Mode will allow searchers to keep refining their query within the system, without having to leave Google to click on various search results to get the answer they want.

It’s like having your own personal research assistance at your fingertips.

As you can imagine, AI Mode has the potential to completely upend the way businesses, including Consultant Solicitors, market themselves online. It has already been rolled out to the US market and is due to hit the UK in Q3 of 2025.

Everyone is busy trying to work out how businesses can ensure they maintain visibility on Google. Yes, there are other search engines but let’s face it, Google dominates 90% of the market so if it shouts “jump” the rest of us need to find out how high.

What is the effect of AI on internet searches?

Here’s what we know so far.

In a recent interview, when asked if there’s a future where AI Mode completely replaces the current combination of AI Overviews and ten blue links below, Google’s CEO, Sundar Pichaisaid.

“Our current plan is AI Mode is going to be there as a separate tab for people who really want to experience that, but it’s not yet at the level where our main search pages, but as features work, we’ll keep migrating it to the main page. And so, you can view it as a continuum. AI model offer you the bleeding edge experience. But things that work will keep overflowing to AI Overviews in the main experience.”

Are people using AI Mode instead to the traditional Google search box?

The first user experience data that has come out of the US shows that, at present, adoption of AI Mode is low, sitting at just under 1%. But given that Google has made clear its business strategy going forward is to keep people within Google’s products rather than have them leave Google by clicking on other websites via the ten blue links, AI Mode is likely to become more prominent and could perhaps integrate it into AI Overviews.

What can Consultant Solicitors who have their own website do?

The most key point is that all the old rules of good SEO and providing content that demonstrates E-E-A-T (Experience, Expertise, Authority, Trustworthiness) still applies. If you are not featured in the ten blue links below the AI Overview, it is unlikely your content will be referenced in an AI answer.

Once you have perfected your SEO and E-E-A-T, the following actions can help you ensure your website remains visible:

To protect your visibility and continue driving meaningful traffic, here’s what we suggest: 1. Shift Toward Transaction-Based Content Focus more on commercial-intent and transactional keywords, which are less affected by AI overviews. These queries often still require human evaluation, and users are more likely to click through. For example, rather than writing a blog post on “What is a Commercial Contract,” create landing pages and case studies that highlight your practice’s USPs. 2. Make sure your content is discoverable and retrievable by AI Everything you publish should have: • A clear summary of the main points. • Meta titles/descriptions to attract attention even if shown beneath an AI summary. • FAQ schema and rich snippets to increase the chance of being featured in or linked from AI overviews. • Page structure (headers, bullet lists, concise answers) for better content extraction by AI systems. 3. Focus on building your brand Strong brands are more likely to be cited, linked to, or even referenced by AI-generated answers. So, invest in: • Quality content with clear author E-E-A-T signals (expertise, experience, authority, trust). • Real-world credibility through PR (editorial), partnerships, and mentions. • Have a strong presence on YouTube, social media channels, review platforms, and communities such as Reddit.   What is Nexa doing to ensure its internet marketing strategy remains viable?

John McAuley, Chief Commercial Officer at Nexa Careers, stated:

“All our executive team have kept up to date with what is happening in terms of legal marketing. We understand that the way internet-based marketing has been done in the past must change. Fortunately, we have a highly responsive SEO and content creation team who are not only alive to the changes demanded by the roll-out of AI Overviews and AI Mode, but how to ensure our Consultant Solicitors retain their visibility and communicate their expertise to current and potential clients. Those looking to join a New Model Law Firm as a Consultant Solicitor can be confident that Nexa will give them the marketing support they need to succeed in this new world”

How you can join Nexa law

Joining Nexa Law allows you to transition seamlessly into the world of consultancy.

If you’re thinking of launching your own legal practice in 2025, please give us a call. We would love to hear about your commercial ambitions and tell you how we can support them.

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We look forward to celebrating your success.