Google Unveils AI Mode in the UK: A New Era for Search

Google has just launched AI Mode in the UK, marking what could be the most significant evolution in search technology since the company’s inception. Unlike Google’s other updates, AI Mode is a reimagining of how we interact with information online – encouraging users away from finding information through search engine results pages and towards AI answers.

What is AI Mode?

AI Mode is Google’s most advanced conversational search feature, leveraging Google’s custom Gemini 2.5 model and employing a sophisticated “query fan-out technique.” AI Mode automatically breaks down complex questions into multiple subtopics and runs numerous searches simultaneously. This means that rather than delivering a list of blue links, AI Mode generates a cohesive response with supporting links provided for users who wish to dive deeper.

This multimodal approach allows users to search using text, voice, or even images – whatever feels most natural for their query. It’s search that adapts to human behavior rather than demanding humans adapt to search constraints.

Consider the difference: where you might have once searched “London restaurants,” “London music venues,” and “London weekend events” separately, AI Mode can process a single, natural request like “Things to do in London this weekend with friends. We’re big foodies who like music and other fun events.”

How It Works & How to Access

Upon rollout, AI Mode appears as a distinct tab in the Google Search interface—on desktop and mobile—and can also be accessed via the Google app or a homepage widget. No sign-up is needed; simply select the AI Mode tab to start asking follow-up questions within the same session.

Why Move on from AI Overviews?

Google previously introduced AI Overviews—brief generative summaries at the top of search results—as part of its Search Generative Experience (SGE). These have been expanding globally since 2024. AI Mode builds on that foundation by offering end-to-end conversational capability, powered by Gemini and enabling more depth, nuance, and user engagement.

The rise of AI and AI Overviews has already led to a significant drop in click-through rates across organic search, impacting many businesses. With the launch of AI Mode, I believe Google is not only aiming to enhance the user experience but also subtly reintroducing opportunities for users to click-through and explore webpages again. It’s likely a strategic move to counterbalance the traffic loss caused by generative answers. I fully expect Google to monetize this format in future – potentially offering businesses the option to pay for placement as a featured or supporting link within AI-generated responses, helping to offset the decline in revenue from traditional paid search clicks over the past year. However, in the meantime, optimizing for this new change will be fundamental.

The Impact on Traditional Search

For users, AI Mode offers:

• Faster, richer answers to complex queries (e.g. trip planning, product comparisons, general knowledge).
• The ability to dig deeper without restarting – with follow-up questions, multimodal input, and context retention.

But for publishers and SEO professionals, the shift raises concerns:

• AI-generated answers can reduce traffic to websites, impacting visibility and monetization. Studies suggest publishers have seen up to 80% drops in click-through when AI Overviews or Mode strip away link exploration (The Guardian).
• The UK Competition and Markets Authority (CMA) is scrutinizing Google’s self-preferencing and dominance in AI search. Regulators may impose requirements like mandatory choice screens for alternate search engines or limit Google’s practices by October 2025 (New York Post).

Why Generative Engine Optimization (GEO) Is Now Mission-Critical

As we outlined in our previous post, “GEO & The Future of Search”, the arrival of AI-powered discovery engines like Google Gemini, ChatGPT, and Perplexity isn’t just changing search behavior, it’s redefining the rules of visibility.

The launch of AI Mode marks a sharp escalation in a shift that was already well underway.

Google is now actively synthesizing answers directly in its interface, often without requiring users to click on a single link. Traditional SEO tactics—like keyword stuffing or backlinks—simply aren’t enough to secure a presence in these AI-generated responses. What matters now is how understandable, authoritative, and citable your content is to large language models.

Generative Engine Optimization (GEO) addresses exactly this. Unlike SEO, which optimizes for search engine ranking, GEO focuses on content structures and frameworks that make your brand’s insights extractable by AI. That means:

• Crafting content that communicates context clearly and logically
• Using original data, citations, and semantic structure to signal expertise
• Ensuring your brand is consistently referenced across platforms AI uses to train or validate outputs

As we noted before, Gartner forecasts a 25% collapse in traditional search traffic by 2026, and AI Mode is likely to accelerate that. Businesses that fail to evolve from SEO to GEO risk becoming invisible in the discovery phase, precisely when buyers are seeking insight and credibility.

In financial services—where trust and authority are paramount—being overlooked by AI engines isn’t just a missed click. It’s a missed opportunity to shape decision-making and drive acquisition at scale.

What This Means Going Forward

1. SEO Must Adapt: Optimizing for AI Mode will require structured schemas, authoritative domain presence, and likely partnerships to ensure meaningful citations in generative answers.
2. Search as Conversation: Users will increasingly see AI as their first stop. Whether AI Mode stays opt-in or becomes default depends on adoption trends.
3. Regulatory Response: With UK and EU regulators monitoring AI-driven search, Google may need to open search results to more competition and ensure fair treatment of publishers.
4. User Experience Evolves: Features like Deep Search (full‑scale, multi‑site research delivered in minutes) are already being tested in Google Labs. Google aims to elevate Search from information retrieval to intelligent assistance.

The Bottom Line

Google’s AI Mode marks a major milestone in reshaping how people search. It offers speed, depth, and conversational richness, but also challenges traditional search dynamics – and the open web itself. As Google embeds more generative AI throughout its interface, the line between search engine and assistant is blurring.

Publishers, marketers, and regulators alike are watching closely. While AI Mode enriches how information is delivered, questions remain: Will the web still sustain itself? And can Google maintain transparency and fairness as it builds this new AI-first search world?

Ready to ensure your business thrives in the AI-powered future of search? The transition to GEO requires specialized expertise and strategic coordination. Contact us to discuss how we can help you navigate this fundamental shift and position your company as an authoritative source in the age of AI-driven discovery.