Google brings AI Mode to UK search results
The arrival of AI Mode could change how Brits use Google, as answers now appear directly on the page instead of requiring clicks.
Google has officially introduced its AI Mode to UK users, calling it the most advanced version of its search engine.
Instead of listing web links, the feature provides direct, human-like answers to queries. It allows users to follow up with more detailed questions or multimedia inputs such as voice and images. The update aims to keep pace with the rising trend of longer, more conversational search phrases.
The tool first launched in the US and uses a ‘query fan-out’ method, breaking down complex questions into multiple search threads to create a combined answer from different sources.
While Google claims this will result in more meaningful site visits, marketers and publishers are worried about a growing trend known as ‘zero-click searches’, where users find what they need without clicking external links.
Research already shows a steep drop in engagement. Data from the Pew Research Centre reveals that only 8% of users click a link when AI summaries are present, nearly half the rate of traditional search pages. Experts warn that without adjusting strategies, many online brands risk becoming invisible.
Instead of relying solely on classic SEO tactics, businesses are being urged to adopt Generative Engine Optimisation. Using tools like schema markup, GEO focuses on conversational content, visual media, and context-aware formatting.
With nearly half of UK users engaging with AI search daily, adapting to these shifts may prove essential for maintaining visibility and sales.
Would you like to learn more about AI, tech and digital diplomacy? If so, ask our Diplo chatbot!