Why Google's AI mode makes AI search woefully biased

SEO Laboratory

2025/10/17

Kastytis

Why Google's AI mode makes AI search so frustratingly insular

AI is much talked about today. It is presented as a cutting-edge tool that can provide answers faster than ever before. Google is taking the lead with its AI mode, which should simplify your search and submit more personalised results. However, a closer look reveals that this "smart" algorithm has a very serious problem - it too easily influenced.

🤖 When AI becomes a marketing echo

Let's take a concrete example. If you enter the query "business budgeting software", out of 14 references given even 12 will take you to brand pagesin which they declare themselves the best. This means that the algorithm does not find the objectively best tool, but simply repeats what the brands themselves have said about themselves.

It seems absurd. We expect AI to help us find the most valuable information, but it becomes a mere marketing echo chamber. This is not a smart algorithm. It's an algorithm that repeats advertising phrases and ensures that the loudest speakers are raised even higher.

🔎 Why does this happen?

The reason is simple. Blog posts like this exist because they work. And they have been in place for many years. They've been used by everyone from small bloggers to companies with budgets in the billions. They work because Google's system still rewards structured comparison content.

Today we have an even bigger problem: AI mode aggregates the same publications and presented as "reliable sources". In other words, the content that was designed to manipulate algorithm, is now becoming the basis for AI itself.

🔄 Closed circle effect

This is where a closed circle is born that is hard to stop.

Brands create content to rank on Google.
AI search takes that content as an example and decides who deserves to be mentioned as "best".

The result is very simple: Instead of the objectively best solutions, AI simply reinforces those who shout the loudest or publish the most.

❌ AI search is not neutral

All this leads to one very clear conclusion. AI search is not neutral. Especially Google AI mode. It only learns from what we offer it.

Instead of a revolutionary technology that can show the best solution available on the market, we we get a reflection of marketing gimmicksthat repeat and multiply like an echo. The AI mode becomes not an objective expert, but another channel through which the most famous players can assert their dominance.

⚠️ What does this mean for all of us?

The problem is not just technical. It touches us all, businesses and consumers alike. For businesses, this means more more fight for visibility. For consumers, this means that even AI search will not make it easier to find the best solution. It will only provide a reflection of the marketing that often divorced from real needs.

So the question is simple: Is this the future we want? Are we really ready to trust AI, which is more like a marketing echo chamber than an objective source of knowledge?