Google has made it official: the new AI mode in Search has been rolled out in 36 languages, including Dutch. What felt experimental for months is now visible in daily search results. For many organisations, this feels like a quiet revolution that is suddenly close at hand, changing the way we are found online. And that has an immediate impact.
It's clear: this is not "something for later". This is happening now.
How does Google's AI mode work?
To understand how to stay visible as a destination or organisation, it is important to first understand how AI mode works and what makes it different from classic search results.
How it works When someone asks a question in Google, in AI mode, that person no longer gets to see a list of ten blue links. Google then shows one comprehensive, AI-composed answer that combines information from multiple sources and gives exactly the answer that was asked for.
For example, when someone asks "what are the most fun winter activities for the whole family in the Netherlands this year?", they no longer have to browse through search results. Then that person will immediately see a curated list of suggestions, without having to click to websites first.
So the new question is: how do you make sure your destination ends up in that list?
From clicks to answers
One of the biggest changes brought about by AI mode is the growth of this "zero-click search": searches where the user does not need to visit any results because the answer is already fully provided in Google.
For destinations, this means that visibility becomes more important than traffic. If your brand, region or attraction is not mentioned in the AI summary, you simply do not exist for a large proportion of searchers.
And that's what makes this shift so great: for the first time, an algorithm determines which story will be told on behalf of your destination.
“Zero-click content forces organisations to return to the core of content marketing: human stories that add value and build an audience. Content that keeps people coming back.”
Source: Frankwatching
The playing field is changing
What stands out from the initial analyses?
Organisations that were effortlessly number one in Google for years now do not automatically appear at the top of AI answers. Big platforms like Booking.com or TripAdvisor sometimes score surprisingly mediocre results.
Why? Because AI looks at things differently from SEO:
- AI values experience and human input
- AI seeks expertise and reliability
- AI interprets authority, not just domain value
- AI pays attention to topicality and relevance
That means small or niche destinations suddenly have a much better chance of gaining prominence.
EEAT as a new basis
Google judges content increasingly strictly based on four components:
- Experience: does it come from real experience?
- Expertise: is the creator expert?
- Authoritativeness: is the source seen as trustworthy within the field?
- Trustworthiness: is the information correct? Is it up-to-date, transparent?
Those who score strongly on EEAT are much more likely to be included in AI answers.
For destinations, this is good news: real stories, local knowledge, human tips and authentic experiences are becoming more important than ever.
We are Insiders!
As a destination marketing agency, we help destinations stand out and flourish. With a mix of strategy, creativity and technology, we bring your region's unique DNA to life. Our services range from brand strategy and web design to content creation and online marketing. Together, we make your destination extraordinary.
Discover more news