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Tourism Tech Session Recap: Introduction to Google AI Mode and practical ways to get found in Google’s AI-driven results
A major shift is happening in how people discover local experiences online and this time it’s driven by Google’s rollout of AI Mode. Launched globally in late 2025, Google AI Mode is a new way users can interact with search results in a conversational format.
Unlike a typical Google search where you scroll down through links and maps, AI Mode offers a more guided experience, much like ChatGPT and it will vastly change how potential visitors discover and evaluate tourism businesses.
This Tourism Tech Session gave tourism operators a hands-on introduction to Google AI Mode, how it compares to ChatGPT, and what these changes mean for your digital visibility. Spoiler: if you haven’t updated your Google Business Profile in a while, now’s the time.
What are Tourism Tech support sessions?
Our Tourism Tech Sessions are twice monthly group coaching calls designed to support Digital Assistance members, whether you’re a direct member or a participant of one of our tourism digital capability programs. These sessions provide a space to:
- Learn the latest developments in tourism tech
- Ask questions in a safe, supportive environment
- Hear real-life examples and get practical demos
- Get the confidence to implement what you’ve learned
Missed the live session? Don’t worry!
Login here to view the replay if you’re a Tourism Tribe member with a current Digital Assistance Plan.
If you’re not a member, this article will walk you through the key takeaways of this session. Then join a Digital Assistance Plan to gain access to future Tourism Tech Sessions where you will learn actionable strategies, crucial insights AND have an expert at your fingertips to ask your business specific questions.
What is Google AI Mode (and how to find it)
Google AI Mode is found by clicking a tab you can select after performing a search in Google. It is listed in the menu alongside All, Images, Maps, Short Videos etc.
When selected, you enter a conversational search space where you can ask follow-up questions, clarify your needs, and receive summarised results based on AI’s interpretation of the web and your Google Business Profile.
To try it:
- Open Google in a browser (Chrome works best)
- Ask a question (e.g., “best massage in Byron Bay”)
- Click the AI tab at the top of the results
Google AI Mode vs AI Overview: What’s the Difference?
From late 2025, Google users have gained the ability to move past the short AI overview section (that appears above the standard search results) and go into AI Mode, which is much more like a standard ChatGPT chat experience where you can follow up your initial query.
Google AI Mode has the potential to significantly change how people discover and evaluate your business, especially when planning travel.
Because the responses are conversational and draw from multiple sources, Google AI Mode may:
- Summarise reviews and ratings from your Google Business Profile
- Display your location and contact info
- List your products or services if set up in your profile
- Recommend your business based on proximity, reviews, or relevance
But, the most notable difference that we’ve found to date: while AI Overview may still direct traffic to your website, Google AI Mode usually takes the user directly to your Google Business Profile instead of your website. This makes your Google Business Profile the primary content source for those using AI Mode to plan travel and make decisions.
What You Need to do as a Tourism Operator
To show up in Google AI searches, your Google Business Profile needs to be:
- Up to date with correct contact details and business hours
- Well-optimised with complete categories, descriptions, and attributes
- Visually appealing with fresh images and videos
- Actively maintained with regular posts, Q&As, and review responses
ChatGPT vs Google AI Mode: What we learned during through testing
During this Tourism Tech Session, we asked members to compare search results in ChatGPT and Google AI Mode using real-life tourism-related questions.
Here’s what we found:
- Google AI Mode prioritised Google Business Profiles. The top results often linked to local operators’ profiles, not their websites.
- ChatGPT provided website links, photo previews, and reviews sourced from platforms like TripAdvisor and Expedia.
- Logged-in users saw different results. Searches conducted while signed in to Google accounts tended to produce more tailored suggestions.
- Both platforms showed bias toward popular or better-optimised listings – even if those weren’t always the most relevant or authentic.
Some members used the new ChatGPT browser “Atlas” to test results. This browser is built on Chromium and behaves similarly to Google Chrome but integrates ChatGPT’s browsing tools directly.
Our tech genius, Fabienne, also demonstrated how AI agents like ChatGPT can go a step further, they’re not just recommending places to stay or eat, they’re starting to book or order for you!
Google isn’t there yet with AI Mode, but it’s clearly moving toward that in the near future.
Action steps for tourism businesses
If you want to stay visible in this new AI-powered search world, your priorities should be:
- Update and optimise your Google Business Profile. Add fresh photos, include product details, and use the post feature regularly.
- Do regular test searches in Google AI Mode. Ask questions like “Best farm stays near me” or “Things to do in [your region]” and see who shows up.
- Review your website content. Yes, it still matters, especially for AI Overview and ChatGPT, but Google AI Mode is still getting content and signals from your website about if you’re relevant to the search in question.
- Encourage reviews and respond to them. Review results and frequency play a huge role in how you’re ranked. So ask happy customers to leave reviews, specifically with photos as those get prioritised these days.
Want to learn more?
For a more in-depth analysis of how about how AI search is transforming tourism marketing, read Liz’s blog, How AI Search Is Transforming Tourism Marketing in Australia:
A new era for digital discovery in tourism.
To learn more about how to optimise your Google Business Profile, check out this recent Tourism Tech Session recap.
Want help? Our team can audit your Google Business Profile, improve its AI visibility, and help you rank higher in local search. Just get in touch. If you’re a Digital Assistance Plan member your membership may include tech support in the form of Tourism Tech Sessions or the Tech Hotline where you can also get your questions answered.
FAQs
What is Google AI Mode and how is it different from normal search?
Google AI Mode is a new feature, as of late 2025, that gives more personalised, conversational answers to your search queries. Unlike the regular search results, it creates summaries, suggestions, and follow-up questions using AI. You can find it in the menu just under the Google logo, next to “All”, “Images”, and “Videos” after you’ve done a search. It’s different from the AI Overview (which appears above search results) because in AI Mode, you can ask follow up questions and refine your search through chatting back and forth.
How can I ensure my tourism business shows up in Google AI Mode?
To show up in Google AI Mode, make sure your Google Business Profile is complete, accurate, and regularly updated with fresh photos, posts, and your correct location. Based on our testing, Google AI Mode relies heavily on information from Google Business Profiles, so having a well-maintained profile is essential.
Does my website still matter if Google AI Mode shows my business profile?
Yes, your website still matters. While Google AI Mode often links to your Google Business Profile, it may still use insights from your website to help decide which profiles to feature. Plus, your website plays a bigger role in other AI tools like ChatGPT and in the regular search results.
Is Google AI Mode the same as the AI Overview that appears at the top of search results?
Answer:
No, it’s not the same. AI Overview is a snippet-style summary that appears above normal search results. Google AI Mode, on the other hand, is a separate tab you can click into and it offers a more interactive, chat-like experience where you can ask follow up questions to refine your initial search. It also leans more on business listings than on website links to point to recommended businesses.
Should I change my SEO strategy because of Google AI Mode?
You don’t need to start from scratch, but you should adapt. SEO still matters, especially for your website and AI Overview and every bit of SEO done will support you showing up in searches, AI as well as traditional. But with Google AI Mode, it’s now just as important to treat your Google Business Profile like a mini website – keep it rich with content, photos, and updates.
Where to from here?
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