TL;DR
- Google has launched its new AI search feature, AI Mode, in the UK.
- This feature generates responses in a conversational style, reducing the number of links to external pages.
- The introduction of AI Mode raises concerns among advertisers about decreased click-through rates.
- Optional for users, AI Mode aims to enhance the search experience by tackling complex queries and providing more nuanced answers.
- The rollout follows previous launches in the US and India and reflects changing user demands for more detailed information.
Google Launches New AI Search Feature in the UK
In a significant overhaul of its search experience, Google has introduced AI Mode in the UK, a new tool that harnesses artificial intelligence to provide users with more conversational and relevant search results. This initiative marks an important evolution for the tech giant as it seeks to adapt to changing consumer behaviors and the rise of AI-powered tools in everyday information seeking.
A Transformative Search Experience
The AI Mode feature allows users to encounter search responses formatted in a more natural, conversational style. Instead of the traditional list of links characterized by blue underlined text, users opting for AI Mode will receive direct answers to their queries. This transformation is driven by Google’s Gemini AI platform, which aims to provide comprehensive responses to increasingly complex questions.
Hema Budaraju, Google's product manager for search, noted the growing trend among users who now prefer to articulate intricate inquiries. "About two years ago, if you spilled coffee on your carpet, you would have searched for 'clean carpet stain'," she explained. "Now, my query is likely to be, 'I spilled coffee on my Berber carpet, I'm looking for a cleaner that is pet-friendly.'" This indicates a shift towards dynamic interactions where users expect detailed and accurate information without having to sift through numerous links.
Potential Effects on Advertisers
While the introduction of AI Mode aims to enhance user engagement with the search engine, it raises pressing questions for advertisers. Traditionally, companies have relied on web traffic generated by Google’s search results, which includes the ability to pay for higher placements in search outcomes. However, with fewer links provided in AI Mode responses, there are fears that this may lead to a decrease in click-through rates for external sites.
Experts have already observed a decline in web traffic from Google, with reports suggesting a staggering 50% drop in clicks for some outlets since the introduction of AI Overview features that summarize results. Using a recent study, it was highlighted that users only clicked on a link once in every 100 searches when an AI summary was present at the top of the page, leading to concerns that companies could see diminished returns on their advertising investments.
Commenting on these issues, Budaraju expressed confidence in the new feature, stating, "I think people are going to use these technologies to unlock newer information-seeking journeys." User engagement with AI Mode might evolve the informational landscape, but understanding its full impact on advertising remains to be seen.
A Response to User Demands
The launch of AI Mode is part of a broader strategy by Google to respond to the changing ways individuals use search engines. The tool aims to be optional for users, appearing as both a dedicated tab and an option within the search box, allowing them to choose when to utilize its capabilities.
The company has indicated plans for further improvements to AI Mode, continuing its mission to align the service with users' needs for richer, more comprehensive search experiences. Additionally, environmental considerations surrounding the increased data processing demands of AI are being addressed, as Google reaffirmed its commitment to sustainability during this transition.
Conclusion
Google's rollout of AI Mode represents a pivotal change in the realm of online searches, aiming to enrich user interaction while posing new challenges for advertisers reliant on traditional web traffic. As businesses adapt to this evolving landscape, the implications for user engagement and advertising strategies will necessitate close observation. The pressure is on for advertisers to innovate alongside these technological advancements, ensuring they can reach potential customers in a transformed search environment.
References
[^1]: Zoe Kleinman (2025). "Google launches new 'AI mode' search feature in UK". BBC News. Retrieved October 29, 2025.
[^2]: "What is AI Mode? Google's new search function comes to the UK". The Standard. Retrieved October 29, 2025.
[^3]: "Google launches new AI search feature in UK". Yahoo News. Retrieved October 29, 2025.
[^4]: Robby Stein (2025). "Expanding AI Overviews and introducing AI Mode". Google Blog. Retrieved October 29, 2025.
[^5]: Aisha Malik (2025). "Google's AI Mode gets new 'Canvas' feature, real-time help with Search Live, and more". TechCrunch. Retrieved October 29, 2025.
Keywords: Google, AI Mode, search feature, artificial intelligence, user engagement, advertising, Gemini AI, web traffic, natural language processing.