By far the biggest SEO story of last week was Google's AI Mode coming out of beta and onto live US SERPs. This is a new tab (like "Images", "Videos", "News" etc.) that showcases an entirely unstructured, AI-composed response to your query, more like ChatGPT than traditional search. We don't yet know if this is the future of search, and Google probably doesn't either - the popularity of this feature will surely be instrumental in deciding that.
- Tom Capper, Senior Search Scientist, Moz