May 2025: Google launches AI Mode across the US and unveils AI Max
Covers May 2025. Part of our search timeline: a month-by-month look at the changes that shaped SEO, AI search, paid ads and social media, written in November 2026 for local businesses with the benefit of hindsight.
Quick answer: In May 2025, at its Google I/O and Google Marketing Live events, Google opened AI Mode up to all US users and revealed AI Max for Search, a one-click option that uses AI to broaden keyword matching and tailor ads. Both organic and paid search were moving towards AI.
This entry belongs to our timeline of the search and social changes that have shaped how local businesses win work online, written with hindsight.
What did Google announce in May 2025?
Google took AI Mode out of Labs for US users and demonstrated features such as deeper research and agent style tasks. On the ads side, AI Max offered search term matching that goes beyond your keywords, text customisation and final URL expansion.
Why it mattered for local businesses
UK firms could see where both halves of Google search were heading. An electrician or a removals company running Google Ads needed reliable conversion data and clear landing pages, while anyone working on SEO turned more attention to being cited inside AI answers.
What to do about it now
- Check your conversion tracking, including calls and form fills, before trying AI Max.
- Keep landing pages focused and specific, because AI Max reads them to decide which searches to match.
- Monitor how you appear in AI Mode for your main services once it is available where you work.
Frequently asked questions
What exactly is AI Max for Search?
An optional setting in Google Ads that lets AI find more relevant searches for your ads, create ad copy suited to each one and choose which landing page to use.
Could ads appear in AI Mode?
Google began showing ads inside AI Overviews and AI Mode, served through campaigns advertisers already ran.
Sources and further reading
Want help with this? Testing AI Max properly is part of our Google Ads service. Get in touch.
More articles
April 2025: ChatGPT search gets better at showing products
OpenAI added product cards with prices and reviews to ChatGPT search in April 2025. What it means for local businesses that also sell online.
October 2025: AI assistants start shopping, and product data becomes the priority
By October 2025 AI assistants could compare products and help people buy. What local businesses selling online needed to fix in their product data.
November 2025: the first Black Friday shaped by AI search
Black Friday 2025 was the first UK peak driven by AI Mode, AI Overviews and AI assistants. What worked for businesses selling or booking online.