Streets Ahead: Google’s AI Mode and New Full-Width Knowledge Panels
In this week’s Streets Ahead update, SOCi discusses Google CEO, Sundar Pichai’s comments on AI Mode & the future of Google Search as well as the Knowledge Panel /Business Profile redesign.
The Future of Google Search – AI Mode
The News In a wide-ranging conversation on the Lex Fridman Podcast, Alphabet CEO Sundar Pichai explored the future of Google Search through the lens of AI Mode—Google’s latest step in the evolution of search. Pichai described AI Mode as a sign of search becoming more context-aware, capable of connecting multiple related queries to guide users more intelligently to relevant web resources. While some in the SEO community argue that AI Mode bypasses traditional sources, Google maintains that it actually delivers more qualified traffic.
When asked if AI Mode would eventually replace Google’s iconic “10 blue links,” Pichai responded that, for now, the feature will live in a separate tab. However, he noted that elements of AI Mode would gradually be integrated into the main search experience. “You can view it as a continuum,” he said. “AI Mode will offer the bleeding-edge experience, and what works will flow into AI Overviews.”
Pichai also alluded to future monetization strategies for AI Mode, suggesting that ads will likely appear—though how they’ll be implemented will be shaped by AI itself. A potential subscription model, akin to YouTube’s ad-free experience, is also under consideration.
Why This Matters While the transition won’t be immediate, Pichai’s comments strongly suggest that Google intends to gradually integrate AI Mode features into the core Search experience. The goal appears to be evolving AI Overviews beyond simple text and links into a more dynamic and multifaceted interface. In local search, for instance, AI Mode already incorporates maps, image carousels, photos, and call-to-action buttons—turning the results page into a visually rich, interactive experience. The implication is clear: as AI Overviews become more feature-rich, traditional organic listings may be increasingly pushed to the periphery.
Redesign for Knowledge Panels
The News A significant redesign of the Google Knowledge Panel—also known as the Business Profile—for local businesses was first brought to our attention by Jeff Fleury. We confirmed that the updated layout now appears on desktop for direct searches related to recreation businesses and locations like parks and gyms. A few days later, it began surfacing for restaurants as well. After sharing the news on LinkedIn, Claire Carlile noted that this redesign has been live in the UK for some time—at least since April—though this marks the first time we’ve seen it appear in the U.S.
The update places greater emphasis on visual content and key data points, with photos, videos, reviews, and hours displayed more prominently than before. These elements now appear in a tiled layout that dominates the above-the-fold space on laptop screens—reminiscent of the expanded 3-pack interface introduced in 2021. The tiles vary by business type: restaurants often feature hours, reviews, and popular times, while recreation venues may show weather updates or ticketing options.
Why This Matters While Google’s AI Mode represents a major shift in how information is presented, it’s currently attracting only about 1% of user clicks—compared to 28% for Google Images. The vast majority of consumers still rely on traditional Google Search to find local business information. That makes the recent redesign of the Knowledge Panel especially impactful. With trust signals like photos, videos, and reviews now taking center stage, businesses that prioritize and optimize these elements will stand out—while those that neglect them risk fading into the background.
For more about AI and the future of search, please join us at Street Fight LIVE 2025 on September 30th at Microsoft’s Playa Vista (Los Angeles) HQ.
