Google launches AI Mode in UK, transforming search and sparking publisher fears.

Google has initiated a significant transformation of its core search product in the United Kingdom with the rollout of "AI Mode," a new, conversational, and more powerful way for users to find information.[1][2] Following its introduction in the United States and India, the UK launch represents the next step in Google's global strategy to integrate advanced generative artificial intelligence directly into the search experience, a move poised to fundamentally alter how millions of people interact with information online.[3][4][1] The feature, which began appearing for UK users on July 28, 2025, offers a chatbot-like interface that provides synthesized answers to complex questions, marking a major shift from the traditional list of blue links that has defined the platform for decades.[3][1] This deployment comes as Google seeks to maintain its dominance in the search market amid growing competition from AI-native platforms like ChatGPT and addresses what the company identifies as a change in user behavior toward longer, more complex queries.[3][1][2]

Powered by a customized version of Google's latest and most advanced language model, Gemini 2.5, AI Mode is engineered to handle nuanced, multi-part questions that would typically require several individual searches.[3][1][2][5] Hema Budaraju, Google's Vice President of Product Management for Search, explained that the system uses a "query fan-out technique," which breaks down a user's complex question into multiple subtopics and processes hundreds of related searches simultaneously to generate a comprehensive, synthesized response.[3][1] This allows users to ask questions that are often two to three times longer than traditional search queries, catering to more exploratory and complicated tasks such as planning a trip, comparing products, or understanding complex "how-to" guides.[4][1][2] A key feature of AI Mode is its multimodal capability, allowing users to input queries not just through text, but also with voice, photos, or image uploads, creating a more natural and intuitive interaction.[3][5] The new interface appears as a dedicated tab on the search results page and within the Google mobile app for both Android and iOS, and can also be accessed directly at google.com/aimode.[4][1]

The UK launch follows a systematic global expansion strategy that began with an experimental phase in the US through Search Labs in March 2025, before a broader public release in May 2025.[3] India received access in early July 2025, making the UK the second major international market for this advanced search experience.[3][1] It is important to distinguish AI Mode from "AI Overviews," another Google feature that provides AI-generated summaries at the top of some standard search results pages.[4][1][6] While AI Overviews are now integrated into regular searches, AI Mode offers a more immersive, conversational, and in-depth experience, functioning more like a dedicated AI chatbot.[4] This strategic rollout reflects Google's aggressive response to competitive pressures, particularly from platforms like ChatGPT, which saw its active user base grow eight-fold between October 2023 and April 2025.[3] Projections suggest AI search channels could rival the economic value of traditional search by 2027, underscoring the urgency of Google's push into this space.[3]

The introduction of AI-powered search in the UK has ignited a wave of concern and scrutiny, particularly from publishers, businesses, and regulatory bodies.[7][8][9] The primary fear is that by providing direct, comprehensive answers, AI Mode and AI Overviews will significantly reduce the need for users to click through to external websites, thereby cutting off a vital source of traffic and revenue.[7][10] Some publishers have already reported substantial drops in engagement from search since the implementation of AI features.[7] One trade body representative indicated that publishers have seen traffic decreases of 5-10%, while a specialist publisher reported a 50% drop during tests in the US.[7] Research submitted to the UK's competition watchdog suggests a top-ranked site could lose around 79% of its traffic for a query when an AI Overview is present.[11] This has led to accusations that Google is creating a "walled garden," keeping users within its own ecosystem to monetize their attention directly, potentially through ads within the AI interface.[11][12][13] In response to these concerns, the UK's Competition and Markets Authority (CMA) has launched an investigation into Google's AI search features for potentially stifling competition and harming publishers.[9][14] A coalition of UK independent publishers has also filed a formal antitrust complaint with the European Commission, arguing that Google is abusing its market dominance by using their content to power AI summaries without providing a viable way for them to opt-out without sacrificing their overall search visibility.[8]

In conclusion, Google's launch of AI Mode in the UK is a landmark event in the evolution of online search, promising a more intuitive and powerful tool for users tackling complex questions. It represents a critical part of Google's strategy to lead in the new era of artificial intelligence and defend its market position against emerging competitors.[3][12] However, this technological leap forward is not without significant controversy. The potential disruption to the digital content ecosystem is profound, with publishers and online businesses facing a future of diminished referral traffic and revenue.[7][10] The ensuing regulatory investigations and antitrust complaints in the UK and Europe highlight the unresolved tensions between technological innovation and fair competition.[8][9] As AI Mode becomes more ingrained in the daily habits of UK users, the long-term impact on how information is created, discovered, and monetized on the web will become a central issue for the entire digital industry.