AI Mode is Now Available in the UK

On July 28, Google announced that it was rolling out AI Mode in the UK. This makes the UK the third country (after the US and India) to have access to the feature. However, unlike the other two countries, the UK is skipping the labs requirement entirely, meaning everyone in the country will soon have access to AI Mode in the search results and on the Google app. 

What is AI Mode?

AI Mode is an AI-enhanced search experience powered by Google’s Gemini 2.5 model. AI Mode offers a more conversational approach to search, collating information from multiple sources and forming one organised answer. This means queries that once took multiple searches can be answered quickly in one succinct response. 

Key Features of AI Mode

• Follow-ups - once you’ve asked a question, you can ask follow-up questions to easily dig deeper into your search or refine the results.
• Multimodal - you can use voice, video, image, or text to get answers to your queries. 
• Query fan-out - AI Mode uses a query fan-out technique that allows you to ask nuance questions by breaking down complex questions into sub-queries, then combining the results into one coherent answer. 
• AI-powered tasks - Users can use AI Mode to perform tasks like booking accommodation or making dinner reservations.

Why AI Mode in the UK Matters 

Elevates the Search Experience 

The conversation-based interface and ability to get answers to complex queries quickly makes searching more efficient than ever before. Additionally, its multi-modal nature means users can access information with ease. 

We Will See a Shift in User Behaviour? 

The way we search is likely going to evolve into longer queries that more closely mimic how we talk, and will likely move us away from shorter and more isolated search terms. 

SEO Implications 

Businesses may see reduced click-through rates due to the comprehensive answers AI Mode will provide. Brands may need to re-evaluate their SEO strategies to target more conversational and long-form queries. 

Online Search is Evolving 

The launch of AI Mode in the UK marks another milestone in the evolution of search and the way we consume content online. This will present new challenges for brands who will need to rethink their strategies, focusing on optimising for conversational queries and building brand representation elsewhere such as on LinkedIn, YouTube, and Reddit. 

If you’re concerned about how AI Mode might affect your business, don’t hesitate to get in touch with us today. 

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