Michael Epps Utley {kind=image/jpg}
Artificial intelligence continues to reshape how we search, work, and market. Three new reports—out of Google, MIT, and Search Engine Land—highlight both the opportunities and the challenges businesses face as generative AI goes mainstream.
Google’s New “Agentic” AI Search Mode
Google has announced major updates to its new AI Mode, designed to make interactions more personalized and task-oriented. Robby Stein, VP of Product at Google Search, describes this shift as making Search more “agentic”—able to act more like a digital assistant than just an information provider.
With the latest version of AI Mode, users can get tailored recommendations based on their preferences, complete real-world tasks such as booking reservations directly from Search, and even share AI responses with others for collaborative planning. Most significantly, Google is rolling out AI Mode to more than 180 countries, expanding well beyond its initial U.S. testing phase. This global expansion signals Google’s confidence that personalized, AI-powered search is here to stay.
How will this shift affect Google’s traditional search business and the countless companies that have relied on it? Time will tell. For now, marketers would be wise to continue creating helpful, authoritative content that AI Mode’s agentic features are more likely to grab and disseminate.
MIT Study Finds 95% of AI Pilots Are Failing
While Google pushes AI further into everyday life, a new MIT study reported by Yahoo Finance reveals a troubling statistic: 95% of generative AI pilot projects are failing to deliver meaningful business outcomes.
The issue might not be the technology itself, however, but rather weak implementation strategies. Many companies are rushing to deploy AI without aligning it with workflows, processes, or measurable goals. The takeaway: businesses must integrate AI thoughtfully into operations. Success depends less on experimenting with flashy AI tools and more on embedding AI where it adds real value. Firms need a strategy-first approach if they expect AI to generate real ROI.
Still, many forecasters (as well as those deeply entrenched in the AI space) have been warning of a looming AI bubble for months, and a study like this one may be a harbinger of things to come.
GEO and the Next Phase of Local SEO
As AI transforms Search, marketers are rethinking how businesses can remain visible. Search Engine Land’s Adam Heitzman explores the rise of GEO—Generative Engine Optimization, a new frontier in digital visibility.
With tools like Google’s AI Overviews providing direct, AI-generated answers, traditional SEO tactics may not guarantee visibility. Top-ranked businesses could still be excluded from AI summaries unless they actively optimize for generative engines. To adapt, companies need to use structured content, schema markup, and machine-readable signals that help AI understand their offerings.
Heitzman suggests GEO may soon be as essential as traditional SEO for local discovery.
The Big Picture
Together, these developments show both the promise and pitfalls of generative AI:
Google’s expansion of AI Mode points toward a future where search engines act more like assistants.
MIT’s findings remind us that technology alone doesn’t guarantee success—strategy and alignment do.
The rise of GEO underscores how quickly the rules of digital visibility are changing.
For businesses, the lesson is clear: embracing AI requires both experimentation and discipline. Those who adapt their strategies thoughtfully stand to benefit most from this new era of intelligent search and discovery.
