Google’s making it possible for Chrome users to conduct AI searches without leaving the tab they’re currently on.
As reported by Search Engine Land, Google made an announcement on September 18, 2025 that mentioned two notable AI features coming to Chrome users:
- The ability to use AI Mode—a search experience that allows users to enter more complex queries and receive conversational results—directly from the Chrome address bar
- The ability to get AI-recommended follow-up questions about the current page the user is focused on
Here’s an example of what AI Mode in the Chrome address bar can look like:
Robby Stein, VP of Product at Google Search, provided some commentary about contextual suggestions in a post on X:
“Chrome can suggest relevant questions based on the context of the page to help you kickstart your search. You’ll get a helpful AI Overview on the right-hand side of the page, where you can ask follow-up questions with AI Mode—getting helpful information without ever leaving your current page. This makes accessing the information you want—when you want it—simpler than ever before.”
Google’s announcement said the option to use AI Mode in the Chrome address bar (called the omnibox) “will roll out in the U.S. later this month.” Contextual suggestions about the page a user is on are available in the U.S. for queries in English and will soon become available in more languages and countries.
Why Google’s New AI Features Matter
Google’s new AI search features for Chrome are part of a continuing trend to make AI Mode more accessible to users. And it’s possible this accessibility will reduce the number of users who default to traditional Google Search.
If users do start transitioning to AI Mode, brands may have fewer opportunities to gain visibility and website traffic from search.
Marie Haynes, Owner of Marie Haynes Consulting, was quick to respond to an X post from Lily Ray, VP of SEO Strategy & Research at Amsive, about the new AI features. Haynes pointed out that SEOs might need to consider additional ways to measure performance:
This is a good reminder to SEOs that the search landscape is rapidly changing. And that there are new ways to measure performance specific to AI search.
How You Can Stay Competitive in Search
Google’s new features make AI search more convenient, something users are likely to find attractive.
For SEOs, this means appearing in generative AI responses is an important way to continue driving visibility.
To increase the chances that you’re mentioned and/or linked in AI responses, use best practices like:
- Getting brand mentions in forums and publications that AI systems trust
- Making sure the information about you across the web on places like Trustpilot, Google Business Profile, and Facebook is accurate and consistent
- Creating high-quality content on topics you’re knowledgeable about
- Ensuring each section (and each paragraph) in your content can stand on its own by directly answering questions and using clear language
- Keeping your content up to date—AI systems seem to prioritize recency
Then, track your performance and find opportunities to improve using Semrush’s AI SEO Toolkit.
Use the Visibility Overview dashboard to see the prompts you appear in responses for, the prompts you don’t appear in responses for but your competitors do, and the sources LLMs reference in their responses.
And use the Brand Performance dashboard to see specific recommendations on how you can improve your AI visibility.
