What Google has actually said (and what it hasn’t)
All stats circulating in the field of digital marketing come mainly from two Google sources: a May 2026 post by Shivani Mohan, Google’s Vice President of Data Science and UX Research for Search, on how AI Mode is changing search in the US, and an Ads Decoded podcast episode on 28 October 2026 with Ginny Marvin.
What the data supports:
- Longer queries in AI Mode.
The average AI Mode query is about three times longer than a traditional search.
- More multimodal input.
More than one in six AI Mode searches in the US are multimodal, meaning voice, image or video rather than text alone. Image-based queries were reported to be growing more than 40% month over month.
- Follow-up conversations
People continue a thread with follow-up questions rather than starting over. Following are some of the drawbacks that you have to be careful about:
- These are AI Mode statistics. They do not mean every Google search is three times longer.
- The multimodal figure was published for the US. Trade coverage of the podcast noted that the episode did not restate the baseline or measurement window, so treat the figures as directional for the UAE, not as local data.
Is any of this available in the UAE?
Yes, in part. AI Overviews launched in the UAE in 2025 and support Arabic in 40+ languages. At Google I/O 2026, Google said its new AI Search experience would roll out in all countries and languages. Including across the Arab world, though not every feature arrives in the UAE at the same time.
Further, Google announced in late October 2026 that it is expanding ads in AI Mode and AI Overviews to international markets. So it’s nice to check your Google Ads account and your Google rep before planning a budget around it.
What does a Conversational Query looks like for a UAE buyer?
Conversational search looks more like a conversation than the keywords. For example: We are a mid-sized logistics company in a Dubai free zone with a legacy on-premise ERP. What should we compare when moving to a cloud system, and what compliance questions should we ask vendors about where our data is stored?
A query like this is really several questions in one, like vendor criteria, migration risk, cost and compliance. Google notes that AI Overviews and AI Mode can use a “query fan-out” technique, running multiple related searches across subtopics to build a response. In practice, a page that answers one narrow part of the question well can be useful. But a page that only repeats a definition would not be counted.
Compliance note:
Data residency and protection requirements in the UAE depend on your industry, your emirate or free zone, and the data involved. Hence, it is advised Buyers should confirm requirements with the relevant regulator or legal counsel. Also, your content should say it all rather than give blanket statements.
Why Generic Content Struggles
AI Overviews appear only when Google’s systems judge they add value beyond classic results. They often do not trigger when businesses only add the basic definitions which are already summarized on the results page. Moreover, a blog post that only restates what an ERP, a CRM or a cybersecurity framework doent gives a buyer any reason to click.
Google’s guidance for succeeding in AI search experiences is consistent with its long standing advice. Which is:
“Create unique, satisfying content that adds value, make sure pages are crawlable and indexable, and provide a good page experience.”
Google also states that no extra technical requirements or special optimization are needed to appear in AI Overviews or AI Mode. That is why many marketers describe AEO and GEO as extensions of good SEO rather than separate disciplines.
What does E-E-A-T mean here?
E-E-A-T (Experience, Expertise, Authoritativeness, Trust) comes from Google’s quality rater guidelines. It is a framework of Google for assessing content quality. Especially for B2B in the UAE, it translates into concrete choices every business should choose:
- Experience: show that someone has actually done the work. Real implementation lessons, screenshots, and process notes.
- Expertise: named authors with relevant credentials and accurate, detailed explanations.
- Authoritativeness: original data, citations to primary sources, and recognition from credible industry bodies.
- Trust: accurate facts, dates, clear sourcing, transparent commercial relationships and honest limits (what you do not know or cannot promise).
Three UXR principles any team can use
Asked what marketers without a research team can borrow, Mohan said to align with human mental models. People follow three shorthands:
- Path of least friction
Cut form fields, speed up pages, put pricing ranges, timelines and compliance basics on the page.
- Simplicity
Use clear headings, summaries and tables so a busy executive can absorb complex information quickly.
- Delight
In B2B, that means exceeding expectations on clarity and helpfulness, such as a transparent implementation guide or a walkthrough from a senior engineer.
AI Search is now part of the whole buying journey
B2B buying in the UAE usually involves several stakeholders and a long journey of evaluation. So, conversational search makes it easier to ask open questions early, before shortlisting any vendor. That further has two implications in the real world:
- Be useful before the buyer is ready to talk to sales.
Publish openly accessible guides, comparisons, implementation checklists and honest pricing guidance. A buyer who learns how to frame their problem from your content will remember who helped.
- Do not judge performance by last click alone.
If a buyer reads your content, hears your team on a podcast and watches a demo before typing your brand name, branded search gets the credit but did not create the demand. Track leading indicators alongside pipeline like, branded search growth, visibility in AI features (Google has been adding AI Overviews and AI Mode reporting to Search Console), assisted conversions and sales-reported “how did you hear about us” answers.
Practical steps for UAE B2B digital marketers
1. Audit your content for uniqueness
- List your top pages and ask: what does this page say that a competitor’s page and an AI summary do not?
- Merge or remove thin posts.
- Rewrite the rest around the original input, such as practitioner commentary, local examples, and data you hold the right to publish.
- And clear answers to the hard questions buyers ask sales.
2. Answer the whole question, not only the keyword.
For each key service page, collect the real questions from sales calls, tenders and customer support, and from Google’s People Also Ask. Then answer them in plain language near the top of the page, then go deeper below. Further, include costs, timelines, risks and when your solution is not the right fit.
3. Use formats that show real people.
Buyers still look for human validation of AI summaries. Short walkthrough videos, expert interviews and named authors help. Add transcripts and descriptive alt text so the content is accessible and understandable to search systems.
4. Write for English and Arabic audiences where relevant.
AI Overviews support Arabic, and AI Mode has been extended to Arabic. If your buyers search in Arabic, a professionally written Arabic page is more useful than a machine translation of your English page. Prioritize your highest-value pages first.
5. Reduce post-click friction.
A good answer in search is wasted if the landing page frustrates the visitor.
- Ask for fewer form fields up front and collect more later.
- Put pricing ranges, timelines and compliance basics on the page.
- Keep pages fast and usable on mobile.
- Use clear headings, summaries and tables so a busy executive can scan.
6. Align paid and organic marketing strategies
If marketing ads in AI surfaces become available to you, the landing page should continue the conversation. Such as a detailed guide, calculator or consultation offer, rather than a generic pitch. Share query insights between paid, SEO and content teams so each learns from the others.
Common Marketing Mistakes You Should Avoid
- Publishing AI-generated blog posts with no original input.
- Quoting global statistics as if they were UAE data.
- Chasing “AI-only” tricks that Google says are unnecessary.
- Gating every useful asset behind a long form.
- Making legal or compliance statements without checking the issuing authority.
FAQs
Are Google searches in the UAE really three times longer now?
Not as a blanket statement. Google reports that queries in AI Mode are about three times longer than traditional searches, based on its own data. Google has not published a UAE-specific figure that I could find.
Do I need a different SEO strategy for AI Overviews and AI Mode?
Google says no special optimization is required and that existing SEO fundamentals still apply. The shift is toward content that is more original, more complete and clearly sourced.
Is E-E-A-T a ranking factor?
It is a quality framework used by Google’s evaluators and reflected in its people-first content guidance. It is not a single score. Treat it as a standard for how credible your content is.
Is AI Mode available in Arabic in the UAE?
Google has extended AI Mode to Arabic, and AI Overviews already support Arabic. Feature availability can differ by device and market, so verify in your own account and region.
Can I run ads in AI Overviews and AI Mode in the UAE?
Google announced expansion of these ads to international markets in October 2026. UAE availability was not confirmed in the sources reviewed, so check with Google.
How should I measure success if clicks fall?
Track organic visibility, branded search demand, AI feature appearances in Search Console, assisted conversions and lead quality, not only last-click conversions.