Google has launched a major update to its search engine in the UK, introducing an AI-powered feature that promises to transform how people search for information online.
The new “AI Mode” offers users conversational, AI-generated answers instead of the traditional list of links displayed in blue text. While this new function won’t replace Google’s existing search interface, it’s being offered as an optional feature accessible via a tab or directly within the search box.
Unlike conventional results pages, AI Mode delivers summaries generated by Google’s Gemini AI platform, which has already been rolled out in the US and India. The tool is designed to handle more complex and natural queries.
“About two years ago, if you spilled coffee on your carpet, you would have [searched for] ‘clean carpet stain’, Now, my query is likely to be, ‘I spilled coffee on my Berber carpet, I’m looking for a cleaner that is pet friendly,’” explained Hema Budaraju, Google’s product manager for search.
The tool is currently being introduced to UK users over the coming days.
Google has already incorporated AI-generated “overview” boxes into some search results, and the latest move reflects the growing trend of users turning to AI chatbots such as ChatGPT for straightforward answers.
A demo presented by Google highlighted a query about family-friendly strawberry picking locations. While the response was comprehensive, it spanned a wide area and placed direct business links much further down the page than users might expect from traditional results.
With fewer direct links and more AI-generated summaries, Google’s new AI Mode could redefine search, but it also raises tough questions for online publishers, businesses, and the future of digital advertising.
This subtle but significant change in how information is delivered could have a major impact on web traffic for businesses and publishers. Many rely heavily on clicks from Google to drive visitors to their websites, with some paying for top placement via search ads.
Ms Budaraju noted that Google hasn’t finalised how advertising will be integrated into AI Mode, nor whether businesses will be able to pay for inclusion in AI-generated responses.
Nevertheless, many are already feeling the impact. According to the Daily Mail, its search traffic from Google has halved since the launch of the AI Overview feature on both desktop and mobile platforms.
A separate study by Pew Research Centre suggested users clicked on links only once in every 100 searches when an AI summary was displayed at the top of the page.
Ms Budaraju disputed that framing: “I would say that I think people are going to use these technologies to unlock newer information-seeking journeys… These kinds of questions didn’t happen before, and now you made it really possible for people to express anything a lot more naturally.”
Rosa Curling, director at digital rights group Foxglove, voiced broader concerns about the shift in online behaviour: “What the AI summary now does is make sure that the readers’ eyes stay on the Google web page… And the advertising revenue of those news outlets is being massively impacted.”
The debate ties into broader national concerns over AI strategy, with experts warning that without urgent action, the UK risks falling behind in the global AI race—a challenge explored in more depth in a recent UK News Blog analysis on the country’s AI readiness and response strategies.
Beyond the commercial implications, there’s growing concern over the environmental toll of large-scale AI deployment. Power-hungry data centres and water-intensive cooling systems are required to support these systems.
Google insists it is committed to environmental responsibility. “We are constantly, as Google and as Search, evolving sustainable ways to serve technology,” said Ms Budaraju.
Meanwhile, AI Mode will not be available in the European Union due to legal constraints, though Google reports generating more than two billion AI Overview boxes daily across 40+ languages globally.
The rollout of AI Mode marks a major shift in how people access and interact with online information. While it may offer more intuitive and context-aware results for users, it’s also triggering concern among publishers and businesses that rely on traditional search visibility.
As the AI arms race heats up, the challenge for tech firms, regulators, and content creators alike will be to ensure that innovation doesn’t come at the cost of sustainability, transparency, or diversity of information.
