Google’s AI Mode Changes the Search Game in the UK

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Google’s AI Mode Changes the Search Game in the UK

Written by Aaron S.,

Editor-In-Chief

Last Updated: July 29, 2025

Key Takeaways

Google has introduced a new feature called AI Mode, which gives users a full-text answer instead of a list of links;
Businesses worry that AI summaries may reduce website traffic and ad revenue;
Google said AI Mode was built to match how people now ask full-sentence questions.

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Google’s AI Mode Changes the Search Game in the UK

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Google has introduced a new feature in the United Kingdom that changes the way search results are shown, according to a July 28 press release.

Called "AI Mode", the setting provides a single, written answer in a natural tone instead of the usual list of blue links. This response includes fewer direct links to websites and is meant to give a more complete summary based on the question asked.

This update does not replace the standard search format, which continues to handle billions of searches daily.

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However, it has raised concerns among companies and publishers that rely on visitors coming through Google’s traditional search.

BBC reported that many businesses get traffic and income because their pages appear in the top results or because they have paid for ad space. With fewer visible links in artificial intelligence (AI) summaries, users may not click through to websites as often, which could hurt those who depend on that traffic.

Google has not decided yet how advertising will work in this new format. Hema Budaraju, who works on the search product team, said it is still too early to say whether businesses will be able to pay to appear in AI answers.

Additionally, Google said it created AI Mode in response to changing search habits. In the past, people might have searched for short phrases. Currently, users tend to type out full sentences.

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