Google’s new AI Mode in Search has launched in the UK, what you need to know

Google has officially brought its AI-powered search experience, known as AI Mode, to users in the UK. After months of limited testing in the US and other markets, this marks one of the biggest shifts in how search works for UK users in over a decade.

What Is Google AI Mode?

AI Mode replaces the traditional list of links with a more conversational response format. It uses generative AI to summarise answers from across the web, helping users get to the information they need faster especially for complex or multi-step queries.

For example, rather than showing you ten recipe links, a search for “quick dinners with 5 ingredients or fewer” might generate a curated summary with ideas, ingredients, and even prep tips, all above the standard results.

This new mode is powered by Google’s Gemini AI, and is part of their wider effort to reshape how we discover and interact with content online.

How Do You Access It?

To use AI Mode, UK users must opt in through Search Labs (available in the Google app or via Chrome on desktop). Once enabled, you’ll start seeing AI-generated overviews for suitable searches.

Google says the rollout is gradual and feedback-driven. You can toggle the feature on or off as you go.

Why Is This a Big Deal?

This is more than a shiny new feature, it’s a shift in how people search.

  • Search becomes more of a conversation: You can follow up with additional prompts, like “What if I want something vegetarian?”

  • Fewer clicks, faster answers: Users might not need to visit as many websites to get what they need.

  • Bigger implications for content creators and SEO: Sites now have to think about how their content appears within AI summaries, not just on page one.

What It Means for Site Owners

If you’re running a website or eCommerce store, this launch is worth paying attention to.

  • Featured content might shift: The AI summaries pull information from multiple sources. Whether your content gets cited (and linked) will depend on structure, authority, and clarity.

  • Brand visibility may decrease or evolve: If fewer users are clicking through to websites, impressions and traffic might drop, even if your info is helping fuel the answer.

  • There are upsides: Google does provide source links in AI Mode, which could still drive qualified traffic if your content is cited clearly and helpfully.

AI Mode in Google Search isn’t a separate product, it’s a reimagining of how search works. While it’s still in its early stages, this UK launch is a major milestone and a sign of things to come.

For site owners and digital marketers, the message is clear: keep focusing on high-quality, well-structured content that genuinely helps users. That’s what the AI, and your audience, will continue to value.