Google’s AI-Powered Search Rolls Out in the UK
Google is introducing a new AI-powered feature called “AI Mode” to users in the UK, marking a major shift in how people interact with the world’s most-used search engine. Rather than displaying the familiar list of blue links, users who opt into AI Mode will receive answers generated in a conversational tone, with significantly fewer links to external websites.
A New Way to Search
This feature isn’t replacing the traditional search engine, but it is poised to change user behavior. As people increasingly expect quick, tailored answers to more complex queries, tools like AI Mode are becoming central to search experiences.
Google’s new tool is powered by its Gemini AI platform and has already been rolled out in the U.S. and India. UK users will now see the option as a tab or directly within the search bar. The company says the change responds to evolving user habits.
“About two years ago, you’d search something like ‘clean carpet stain’,” said Hema Budaraju, Google’s product manager for search. “Now, it’s more natural: ‘I spilled coffee on my Berber carpet, looking for a pet-friendly cleaner’.”
Impact on Businesses and Publishers
The new format has raised alarms for businesses that rely on search traffic. Retailers, publishers, and other content providers benefit from users clicking on their links in traditional search results. With fewer direct links in AI summaries, these clicks—and the revenue they bring—may drop.
The Daily Mail, for example, claims that traffic from Google has declined by roughly 50% since the introduction of AI Overviews on both desktop and mobile. That’s a big concern for companies whose business models depend on page views, ad impressions, or paid content.
Advertisers, too, are left wondering. Google hasn’t confirmed how ad placements will work within AI Mode or whether businesses will be able to pay for inclusion in AI-generated answers. Budaraju acknowledged this uncertainty but emphasized that AI Mode enables new types of queries and experiences, rather than just replacing clicks.
Real-World Examples and Challenges
In a demo, Google showcased how someone might search for “places to take a young family strawberry picking.” The AI response offered a conversational summary with a few links to businesses and a map—but those links appeared lower in the results than traditional search formats.
A Pew Research Centre study recently suggested users click on just one link per 100 AI-enhanced searches. Google disputes the study’s methods, but the underlying concern remains: if users stay on Google’s page longer, publishers and other sites lose out on traffic and revenue.
Campaigners are especially worried about what this means for news organisations. Rosa Curling, director of advocacy group Foxglove, said AI summaries often use content from news outlets without generating traffic in return. “The AI summary keeps users on the Google page. That’s devastating for publishers’ ad revenue,” she said.
Environmental Concerns
Beyond traffic and revenue, AI’s environmental footprint is also under scrutiny. Large-scale AI systems require vast data centers, consuming considerable amounts of electricity and clean water. Google says it’s working to address these sustainability issues.
“We are constantly evolving sustainable ways to serve technology,” Budaraju said, reaffirming Google’s commitment to reducing its environmental impact.
Not Yet in the EU
Interestingly, the feature is not yet available in the European Union, where current regulations restrict such AI-based features. However, with over two billion AI Overviews already being generated daily in over 40 languages, the global rollout is accelerating.
The Bottom Line
Google’s AI Mode represents a fundamental rethinking of search—not just how we find information, but how businesses interact with users. For now, it’s optional. But as more people get used to conversational results and fewer outbound links, the ripple effects could transform digital content, advertising, and even journalism. Whether that transformation benefits users and creators alike remains to be seen.