“AI Mode Demands a Complete Rethink of Search Strategy,” said Senthil Kumar Hariram
Date: 08th June 2026, 10:00 AM
Location: Mumbai
Google’s AI Mode marks a significant shift in how users discover information, creating new opportunities and challenges for marketers. In an industry feature, Senthil Kumar Hariram, Founder and Managing Director, FTA Global, shared his perspective on what this evolution means for brands.
He highlighted that AI-generated responses are changing the role of traditional search, with users increasingly relying on conversational answers instead of browsing multiple websites. As a result, marketers need to move beyond ranking-focused SEO and focus on building structured, authoritative, and contextually relevant content.
According to Senthil, visibility in AI-driven search will depend on how effectively brands communicate expertise, establish trust, and organise information for large language models. He emphasised that success will no longer be measured solely by clicks and rankings, but by how frequently a brand is cited and recommended within AI-generated responses.
He also noted that organisations must adapt their content strategies to align with this new discovery model, ensuring they remain visible as search continues to evolve.
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