Google Launches "AI Mode" Search in Japan—"Search Becomes Intelligent"

Table of Contents

1. Why is Japan in "AI Mode" Now?

2. Basics of AI Mode: Where Can It Be Used and What Changes?

3. Key Technology: Gemini 2.5 × Query Fan-out

4. Evolution of Experience: Multimodal Search (Voice & Image)

5. Differences with Overseas: Deployment Timing, Target Languages, User Behavior

6. Impact on Advertising, Media, and SEO: Effects on Japan's Web Ecosystem

7. Mastering Techniques: Specific Use Scenarios in Japanese

8. Risks and Governance: Factuality/Safety/Opt-out

9. Future Search Culture: "From Information to Intelligence"

10. Conclusion: The Future Direction of Search in Japan

1. Why is Japan in "AI Mode" Now?

AI Mode, which began general deployment in English-speaking countries like the U.S. in May 2025, expanded to over 180 countries and regions in English by August, and on September 9, announced support for five additional languages including Japanese. In Japan, it will be rolled out gradually over the coming weeks and will be available on PC/mobile browsers and the Google app on Android/iOS. TechCrunchImpress Watch

Impress Watch reported the key message from the announcement as "Search is moving from information to intelligence," highlighting its effectiveness for complex tasks such as "exploratory questions," "travel planning," and "local recommendations." This suggests a turning point in search behavior from "word lists" to "inquiries." Impress Watch

2. Basics of AI Mode: Where Can It Be Used and What Changes?

• Where can it be used? An [AI Mode] tab is added at the top of the search results page. It will be available gradually on PC/mobile browsers and the Google app on Android/iOS. blog.googleINTERNET Watch

• What appears? Instead of a link list optimized for keyword lists, a long-form answer that captures the intent of the question and reference links are presented first. Business Insider Japan

• Difference from existing "AI Overviews": AI Mode is independent as "one mode of search" and can be used by switching tabs. While it is an extension of AI Overviews, its positioning and experience are different, as explained by various reports. Business Insider JapanImpress Watch

3. Key Technology: Gemini 2.5 × Query Fan-out

AI Mode uses a custom version of Gemini 2.5 to construct answers even for questions 2-3 times longer than before in a single attempt. The key is **"Query Fan-out,"** which automatically breaks down questions into subtopics and searches them in parallel. This enhances the depth of web exploration and presents more relevant information collectively. blog.google

Google explains that this experience is integrated with real-time information bases like the Knowledge Graph. As a result, it is designed to proceed with planning and comparison in the initial stage with "one input." blog.google

4. Evolution of Experience: Multimodal Search (Voice & Image)

AI Mode is fully multimodal. You can ask questions verbally using a microphone or take and upload images to ask natural language questions like "Which menu items are vegetarian?" and receive responses based on the dish content. This makes "searching without text input" a daily occurrence in travel, dining, shopping, and learning scenarios. blog.googleINTERNET Watch

5. Differences with Overseas: Deployment Timing, Target Languages, User Behavior

• Difference in deployment timing: AI Mode underwent large-scale deployment in English (180+ countries and regions) before adding five languages including Japanese. Japan was introduced as part of the "second wave." TechCrunchImpress Watch

• Target languages: The recent addition includes Japanese, Korean, Hindi, Indonesian, and Brazilian Portuguese. While expanding to diverse language regions, it aims to optimize responses in line with cultural contexts, as noted by overseas reports. The Times of IndiaThe Verge

• Differences in user behavior: Initial users in English-speaking regions tend to ask questions 2-3 times longer than before, and in Japan, the style of asking in sentences and receiving answers in sentences is expected to become widespread. blog.google

6. Impact on Advertising, Media, and SEO: Effects on Japan's Web Ecosystem

• Relationship with advertising: It has been reported that tests are underway to attach ads below AI responses. How AI Mode handles queries with strong commercial intent will require redesigning ad delivery, measurement, and creativity. Impress Watch

• Traffic to publishers: While there are concerns about "reduced clicks" in English-speaking regions, Google explains that "no decrease is observed." However, the structure where AI summarizes at the upstream of search makes it inevitable to reinforce headline design, structured data, and E-E-A-T in Japan as well. Impress Watch

• Implications for SEO practices: AI Mode presents "links useful for deep dives," making primary information with evidence and original sources, on-site reports with regional characteristics, comparisons, verifications, and experiments, i.e., highly unique content more likely to be preferred. Business Insider Japan's explanation also organizes the positioning and quality issues different from AI Overviews. Business Insider Japan

7. Mastering Techniques: Specific Use Scenarios in Japanese

(1) Travel Planning
"Departing from Kyoto Station, 6 nights 7 days, focusing on traditional crafts, dining at local famous restaurants" → The "first step" is set with itinerary and stopover considerations. Update with follow-up questions about seasonal and festival information. Impress WatchINTERNET Watch

(2) Local Exploration
"Second-hand books and curry in Jimbocho, a 3-hour walkable route" and other requests with nuances in sentences. The advantage of AI Mode is its ability to pick up "quality over quantity" in reviews. blog.google

(3) Preliminary Research for Learning and Work
"Compare methods for improving inference speed of large language models, with implementation examples and evaluation metrics" — Summary → Deep dive into original sources via links. Abstract → Concrete bridging is a strength. blog.google

(4) Questions from Images
You can take pictures of menus, notices, or product labels and ask questions like "What is the Japanese standard name equivalent to ○○?"