Google AI Mode reshapes search in the UK

Google AI has quietly begun rolling out a new AI Mode in the UK that shifts how people search online, offering conversational answers rather than the classic list of blue links. When switched on, AI Mode delivers results in a narrative format, with far fewer links – all based on Google’s Gemini AI platform. Initially launched in countries like the US and India, this feature will appear in the UK over the coming days, giving users the choice to access it via a tab or the regular search box. This change is the latest sign of Google adapting to how people now ask complex questions – more like talking than typing.

While traditional search remains in place, the AI results may reduce the number of click-throughs to websites. Companies, publishers and designers of websites that rely on search traffic are watching closely, fearing lower visibility. One report from Pew Research Centre suggests that users click a link in just 1% of searches when an AI summary appears at the top. Google, however, disputes that study’s accuracy, though the concerns remain real.

Even the Daily Mail has claimed its Google-driven traffic has been nearly halved since AI summaries were introduced. Critics argue that readers are consuming summaries without hitting the original story – a trend campaign group Foxglove warns threatens independent journalism. Google insists its technology opens up new ways of searching and is working on sustainable solutions for the energy-intensive AI systems behind these features.

For users, this means search is becoming more intuitive – asking, “How do I clean a Berber carpet after a coffee spill?” instead of guessing keywords. But publishers and businesses may see fewer readers following on to their site, and with that comes financial risk.

This may mark a turning point for digital discovery. Voices across the tech and media landscape are debating whether these AI-generated summaries will become the norm, or if readers will still click through for deeper context and detail. If platforms like these become the default, it may reshape how information is accessed and who benefits from it.

Explore why scientists and media analysts are cautious about AI summaries influencing news consumption and discover how Google’s own Search Generative Experience is changing the online world.

For readers who’d like to learn more, EyeOnLondon will keep you updated as AI reshapes search and content.

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