It’s here!
Google has officially launched AI Mode in the UK, fundamentally changing how consumers search and discover businesses online.
For UK businesses, this represents the next step in Google’s progression into more AI based search. The question isn’t whether AI Mode will affect your visibility. It’s whether you’ll be ready when it does.
What is AI Mode?
AI Mode represents another of Google’s significant shifts in how search results are presented. Instead of traditional blue links, users now get comprehensive AI generated responses at the top of their search results, complete with sources, follow-up questions and contextual information.
Where you’re used to seeing those familiar blue links on the Google results page, AI Mode will instead transform Google search into a conversation. Think less ‘here are ten websites that might help’ and more ‘let me understand exactly what you need and give you a more comprehensive answer’.
So what makes Google’s AI Mode different to AI Overviews?
AI Mode tackles searches differently, it uses two additional core processes known as Fan-Out and Reasoning:
Fan-Out Process
When you enter a query, Google doesn’t just search once – it fans out multiple sub-queries in the background to gather a wide range of relevant data from across the web. This helps the AI understand different angles and nuances related to your question.
Reasoning Engine
Then, it brings all that data together, reasoning through the information to create a structured response that reflects the most likely, accurate, and helpful answer – often with links to sources, suggested follow-up questions, and interactive elements.
It’s important to note that this new search tool will not replace Google’s existing search platform, or at least as far as we can tell at the moment. Although, the impact and role AI has to play in online search is only increasing across all search platforms.
When and how AI Mode is rolling out in the UK
AI Mode launched in the UK on 28 July 2025, with full rollout to all users expected by early August 2025. This phased approach means Google can monitor the performance over the first few weeks to ensure any snags are caught quickly.
To access AI Mode, users need ‘Web & App Activity’ enabled in their Google account settings. It’s available to both free and paid Google users, making this powerful search technology accessible across all user segments.
What AI Mode means for search and discoverability
AI has already been making waves in many different search platforms such as AI Overviews, Chat GPT, Claude, CoPilot, Perplexity and Gemini, all impacting the way users find and consume information.
This behavioural shift will further impact organic search traffic for businesses, even more so than when AI Overviews was first introduced. This leaves many brands asking the same question: What can be done to stay ahead in Search?
AI Mode means the way people use search is changing even more.
Users are asking longer, more conversational queries when looking for answers to their questions. Where 1-2 word queries have been the go-to on Google, data shows a clear shift towards long-tail searches, with queries containing eight words or more being 7 times more likely to trigger an AI response.
Instead of searching for ‘plumber in Manchester’, users are more likely to now ask, ‘Can you recommend a reliable emergency plumber in Manchester who works weekends and won’t charge a fortune?’
In its launch article, Google said:
“With AI Mode, you can express exactly what you are looking for and get the right web content in a range of formats, with prominent links for people to click on. By expanding the types of questions people can ask, Google Search opens up new opportunities for content discovery.
“As we continue to evolve the Search experience with AI capabilities, we remain focused on helping people access information and perspectives from a diverse range of sources. For example, with AI Overviews, we’re seeing that people have been visiting a greater diversity of websites for help with more complex questions. And when people click from search result pages with AI Overviews, these clicks are higher quality for websites — meaning users are more likely to spend more time on the sites they visit.
“AI Mode is rooted in our core quality and ranking systems, and we are using novel approaches to improve factuality. We aim to show an AI-powered response as much as possible, but in cases where we don’t have high confidence, you will see a set of web search results.”
What should businesses do now?
Success in this new AI-heavy environment needs strategic thinking, not panic.
Remember, the search engine bots are your first audience. Every piece of content you create needs to work for the algorithms (as well as humans). Remember, it’s the robots that decide if they are going to show it to the humans. AI Mode favours content that addresses the full spectrum of customer questions naturally. So one tip would be to write as if you’re having a conversation with a potential client.
AI Mode favours comprehensive, well-researched content that demonstrates genuine expertise, linking in with Google’s E-E-A-T guidelines. Surface-level blog posts won’t cut it. Create detailed guides, comprehensive case studies, and in-depth analyses that AI systems can confidently cite.
AI systems need to easily access and understand your content. This means proper schema markup, clean site structure, fast loading times and mobile optimisation. The technical basics haven’t become less important, they’ve become essential for AI visibility.
Our take on AI Mode and how we can help businesses stay seen
We’ve been tracking AI search developments since it started, and with all the updates. We predicted the onslaught of AI-based search and its impact on businesses that rely on regular traffic to their websites. We understand how to rank in AI-based search, and whilst it’s not easy, it can be achieved.
So, these new updates aren’t a threat to good, well-structured digital marketing. Your business must understand that it’s about evolving with these changes in order to stay in the game.
In traditional search, ranking often came down to technical SEO budgets and link-building resources. And while a good solid technical SEO platform is still essential, AI Mode also places emphasis on content quality, authority, and genuine helpfulness.
However, we’re not naive about the challenges. The reduced click-through rates mean businesses need more sophisticated ways to measure success.
The businesses that embrace AI Mode as a conversation partner and understand the system will win long-term. Understanding the need for a change in strategy by building and evolving what they’re already doing to be found on search is crucial to come out on top.
AI Mode and other AI tools aren’t going anywhere. We’re only going to see a rise in these AI-powered responses, and businesses must get on board if they want to thrive on search.
Make sure your business thrives in the AI search era
Before you look into changing your strategy, take our free Visibility-First Strategy Audit.
This practical tool will diagnose exactly where the algorithms might be blocking your website’s success. It covers technical barriers, content structure issues, semantic gaps, trust signals, and AI optimisation opportunities.
About the authors
Jon Smart
Jon is our Head of Creative Content. He works with a range of QBD clients, producing engaging, SEO-friendly website and digital content to help them reach a wider audience. He does this by gaining a deep understanding of who our clients are, what they do, who their customers are and what makes them special, then helps them to tell their brand story in a way that connects with their target audiences.