Google’s New AI-Enhanced Search Now Live in the UK

Google’s New AI-Enhanced Search Now Live in the UK

Google has introduced a fresh, AI-powered search capability in the UK, marking a significant evolution in how users engage with online information. This development is particularly significant for tech aficionados and those closely following AI advancements, as it highlights the growing integration of generative AI within core Google products.

The new feature promises to provide more intuitive and context-aware search results, reshaping user experiences.

However, this innovation has sparked concern among advertisers. With the shift in how search results are presented, there may be a need for brands and marketers to rethink their online advertising strategies to maintain visibility and effectiveness in this new search landscape.

Google’s journey with AI has been ongoing, with previous efforts such as the introduction of AI-driven features in applications like Google Photos and Google Maps. The company’s commitment to integrating AI seeks to enhance user experiences by making services more predictive and personalised.

The latest search enhancement underscores Google’s relentless pursuit to innovate and lead in the AI space.

Critically, this shift also raises pressing questions around data control and content attribution. As Google’s AI summarises answers directly on the results page, users may find less incentive to click through to original sources. This “zero-click” phenomenon could significantly impact publishers and independent content creators, who rely heavily on traffic for revenue and exposure.

The balance between serving user convenience and sustaining the open web ecosystem is becoming increasingly delicate, prompting some to argue that search engines must re-evaluate how they support and credit third-party content.

From a competitive standpoint, this move positions Google against emerging AI-native search platforms like Perplexity and You.com, which prioritise conversational interfaces and real-time summarisation.

While Google leverages its massive data infrastructure and brand trust, the evolving preferences of younger, AI-savvy users might gradually shift the search paradigm.

If Google’s new AI-powered search can maintain accuracy and transparency while offering nuanced, multi-perspective results, it could set a new industry benchmark, yet it also risks alienating parts of its vast stakeholder base in the process.

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Key Data Points

  • Google launched AI Mode, a new, AI-powered search experience in the UK on July 28, 2025.
    • Users can access AI Mode either as a dedicated tab on the Search results page or as an option in the Search app. The feature leverages Google’s Gemini 2.5 model to handle complex, multi-part, and follow-up questions, offering a more conversational and context-aware experience than traditional keyword-based search.
    • AI Mode is designed for exploratory queries like product comparisons and trip planning, breaking down nuanced searches into subtopics and surfacing comprehensive AI-generated answers.
  • Search results now feature AI-generated summaries and contextual answers, reducing reliance on traditional blue links.
    • Early findings show users are submitting questions that are two to three times longer than typical search queries, and the system supports multimodal input (including text, pictures, and voice).
  • Advertisers and SEO professionals are raising concerns about the impact on ad visibility and user behavior.
    • As AI Mode and AI Overviews summarise answers on the results page, there may be fewer clicks to advertisers’ and publishers’ sites, challenging old strategies for search visibility and funnel optimization.
    • Paid ads are being integrated into AI Overviews and AI Mode, but experts advise brands to adapt their campaigns for the new, more conversational format rather than relying solely on keyword targeting.

References

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