People Also Search For Meets AI Mode: What It Means for Search UX

Once upon a search, People Also Search For was the quiet librarian, offering you a neat stack of “you might like this” queries before stepping back into the shadows. Handy, sure. But now? Google’s AI Mode has burst through the library doors, tossing out dusty index cards and replacing them with a dynamic, living conversation. The once-static suggestion box has levelled up into a real-time, context-aware sidekick that evolves with your curiosity.

And this shift isn’t just a tweak; it is a complete remix of the search experience. We are talking about a new rhythm in how queries are answered, connections uncovered, and next steps revealed. If you have ever wanted search to feel less like a chore and more like a discovery you can’t put down, this is where it happens. Let’s unpack how People Also Search For and AI Mode together are rewriting the rules of Search UX.

What’s Inside:

• A Look Back: The Role of People Also Search For in User Discovery
• AI Mode Unpacked: Key Features Driving the Next Search Revolution
• People Also Search For Meets AI Mode: What It Means for Search UX 
• Strategies to Elevate Your Brand with AI Mode-Driven Search UX
• Level Up Your Search UX for the AI Mode Era

A Look Back: The Role of People Also Search For in User Discovery

If you have ever clicked on a Google result, then bounced back to the search page, you have probably seen that little box titled People Also Search For. It is Google’s way of saying, “Hey, you might be looking for this too.” These suggestions are based on what other users searched for in similar situations, offering a quick list of related queries right under the result you just explored.

Over the years, this small feature has played a surprisingly big role in how we discover information online:

• Creates a digital breadcrumb trail- Pointing you toward related answers and deeper insights without having to start from scratch.
• Sparks curiosity- Introducing new angles or topics you might not have thought to search for yourself.
• Refines your search- Helping you narrow down results to match your true intent.
• Saves time- Keeping your search flow uninterrupted with instant, relevant suggestions.
• Acts as a built-in brainstorming tool- fuelling your next query just when you think you have exhausted your options.

In short, People Also Search For has quietly shaped the way we explore the web, turning simple searches into wider journeys of discovery.

AI Mode Unpacked: Key Features Driving the Next Search Revolution

AI Mode is Google’s experiment to make Search feel a lot more like chatting with an intelligent assistant than scanning lists of links. Rolled out in early 2025 via Labs and fully expanded to U.S. users by May 2025, it is powered by the Gemini AI model, initially Gemini 2.0 and now upgraded to Gemini 2.5, bringing advanced reasoning and multimodal capabilities to your search bar.

Here are some of its key features driving the next search revolution:

Deep Search

AI Mode doesn’t just look for keywords; it actively decomposes your query into multiple subtopics, running hundreds of mini-searches in the background. This allows it to synthesise results into a highly detailed, coherent answer that feels like an expertly researched report.

For example, instead of scanning multiple links yourself, you could receive a fully-cited, multi-section answer in minutes, complete with source transparency and the exact time or date the information was pulled. 

Multimodal Input

You can interact with AI Mode in the way that feels most natural, by typing, speaking, or even uploading images. It can interpret and respond intelligently to all of them.

For example, you might snap a photo of a plant and ask what it is; AI Mode will not only identify it but also provide care tips, related articles, and visual references. Image-uploaded searches are now clearly marked in your AI Mode history with an image favicon, making it easy to find them later.

Query “Fan-Out” and Reasoning

When you submit a complex question, AI Mode “fans out” the query into many smaller, more specific searches. It then applies reasoning to connect the dots between different pieces of information, building a well-rounded, context-aware answer.

AI-Powered Shopping Assistant

Shopping in AI Mode is more than just product listings; it is an interactive, personalised buying journey. You can upload an image of an outfit, accessory, or gadget you like, and AI Mode will match it with products in Google’s Shopping Graph. New enhancements include:

• 360° product images (generated by Google for better visualisation)
• Price tracking and best price alerts to help you buy at the right time
• People Also Ask (PAA) suggestions to refine your search
• Top insights from review sites, YouTube videos, and even Reddit discussions for authentic user feedback
• Seamless checkout integration via Google Pay

People Also Search For Meets AI Mode: What It Means for Search UX

We are in the middle of a search revolution, where the experience matters just as much as the answer. Here’s what it means for search UX:

Smarter, Context-Driven Suggestions

Instead of showing you a static list of related searches, AI Mode can interpret the context of your query in real time. This means the suggestions adapt based on your intent, previous searches, and even follow-up questions. You’re getting results that feel personalised, not just pre-programmed.

Faster, More Relevant Discovery

With AI Mode, the “People Also Search For” section becomes less about random options and more about anticipating your next step. It can surface resources, comparisons, and deeper insights without you having to start a new search. This makes exploring topics quicker and more intuitive.

A More Conversational Search Flow

AI Mode allows you to refine or branch out from your search without jumping back to square one. Instead of just clicking a related term, you can engage with follow-up prompts that expand or narrow your results naturally. It feels more like a dialogue than a list of clickable links.

Better Support for Complex Queries

When your search involves multiple layers, like researching, comparing, and deciding, AI Mode enhances “People Also Search For” to handle that complexity. It can connect related ideas, suggest expert-level content, and guide you toward well-rounded answers. This helps you stay on track, even with tricky topics.

Tips to Elevate Your Brand with AI Mode-Driven Search UX

Standing out online has never been more challenging, or more exciting. Search results are getting smarter, faster, and more personal, which means the way you present your brand matters more than ever. Success now comes down to how clearly, confidently, and consistently you show up.

The following are the key strategies to elevate your brand:

Structure Your Content for AI Clarity

Make your content easy for AI to parse by organising it logically with clear headings, bullet points, and short sentences. Use conversational, direct language that reflects how people ask questions. This helps AI models understand your expertise and showcase your brand as an authority.

Create Conversational, User-Focused Content

Write as if you are speaking directly to your audience in a natural, approachable tone. Frame information to answer real questions fully and clearly, anticipating the next queries users might have. This conversational style aligns with how AI now delivers search results, improving your chances of being featured prominently.

Optimise for Voice and Long-Tail Queries

Since voice searches are increasingly common, tailor your content for full, natural-sounding questions rather than short keyword phrases. Use FAQ sections with concise answers and include location-based keywords if relevant to boost local visibility in AI-driven voice searches.

Build Topical Authority with Structured Content Clusters

Develop pillar pages on key topics and surround them with detailed, linked articles that dive into specific sub-questions. This hierarchical approach signals deep expertise in AI, making your brand a go-to source within your niche, increasing discoverability and trust.

Maintain High-Quality, Updated Content

Regularly refresh your content to ensure it remains accurate and relevant. Use schema markup and keep your site fast and user-friendly to help AI systems crawl and interpret your information easily.

Level Up Your Search UX for the AI Mode Era 

Now that you know where search is heading, it’s time to make your move. At Elephant in the Boardroom, we help brands take that next step, transforming fresh insight into smart, search-ready experiences that thrive in an AI-driven world. From strategy to design to optimisation, we will make sure your brand isn’t just keeping pace, but setting the pace. Let’s get started.