If you’ve ever typed something into Google, got a list of links and clicked through to a website that answered your question, then congrats, you’ve used Google Search the way billions of us do every day.
But change is here.
Google has launched ‘AI Mode’ in the UK. This is a new feature that gives you an AI-generated answer right at the top of the page, instead of the usual list of links.
It’s like ChatGPT, but built into Google.
This has huge implications for the internet, especially for businesses that rely on search traffic, like retailers, publishers, content creators, and basically anyone who’s ever thought about SEO.
So, let’s break it down and provide our take on what it means for your business.
What is AI Mode?
Google’s using its Gemini AI to generate summaries of answers right in the search results.
Rather than just linking you to a bunch of pages, it will now tell you the answer in a friendly, conversational tone.
For example, if you search “Best dog-friendly beaches near Bridlington,” instead of a list of nearby beaches, you might get a big AI-generated summary with a few suggestions and a map… but fewer links than before, appearing further down the page.
This feature is optional (for now) and will appear as a tab or toggle in the search box. It’s already live in the US and India, and it’s starting to appear in UK search results this week.
What does this mean for businesses?
A lot of businesses depend on traffic from Google. Whether it’s someone looking for a service, a product, or a helpful article, a big chunk of clicks come from people finding you via search.
So, when Google shifts to giving answers without requiring a click, that’s a big deal.
Already, news publishers like the Daily Mail are reporting a 50% drop in Google-driven traffic since AI Overviews launched in other regions. That’s huge.
If fewer people are clicking through to your site, that means fewer eyeballs on your products, fewer newsletter sign-ups, fewer ad impressions, fewer sales.
Before hitting panic stations, let’s think…
We get it, the news on AI sounds scary, but it’s important not to rush into anything.
This isn’t replacing traditional search
Google isn’t scrapping the old search system. AI Mode is optional, and only one way to explore. The classic search results still exist. Many users still prefer the old-school format, especially when they’re researching or shopping.
There are still opportunities
AI Mode does include links, but they are just fewer, and further down. The game is changing, not ending. If your content is genuinely useful, hyper-relevant, and answers complex questions well, you still have a shot at being included in AI summaries (eventually).
But yes that might mean tweaking your strategy.
It’s about intent
Search behaviour is evolving. People aren’t just typing “dog shampoo” anymore and instead asking longer, more detailed questions such as “what’s the best shampoo for a dog with sensitive skin?”
Good content should already be targeting these more natural queries. It’s just more important than ever.
We don’t know yet how ads will fit into this
Right now, Google hasn’t confirmed how ads will work in AI Mode. You can’t currently pay to appear in those summaries but that might change. When it does, there may be opportunities for visibility there, just like with paid search today.
Thinking about the bigger picture
The Independent ran a piece recently called “Google was once the most exciting place on the internet. ‘AI Mode’ will ruin it.”
We get the sentiment.
There’s something powerful about the idea that anyone can create something, be found, and grow. AI summaries risk pulling users away from that. Why click through to a blog, a news site, or a shop if Google just tells you the answer?
That’s a real concern, especially for independent creators and news outlets already struggling to stay afloat.
What’s our advice?
This isn’t a time to rip up everything you know about SEO, but it is time to reassess.
- Look at how people are finding you. Monitor your search traffic. Has it dropped? Are certain pages performing differently?
- Optimise for complex, natural questions. Consider what the real problems are that your customers are asking about.
- Focus on creating high-quality content that remains valuable over time. Make resources people can return to.
- Invest in quality content. Especially evergreen, useful resources that go deeper than a quick AI summary ever could.
- Consider diversifying. Think about building your email list, growing your social audience, or testing other channels.
- Stay informed. This is changing fast and we’re keeping a close eye on it.
AI isn’t the end
AI Mode changes the way people search, but it doesn’t eliminate the need for trustworthy, helpful, human content.
People still want to buy, read, and explore. The brands that adapt with a thoughtful strategy without a knee-jerk panic will be the ones who keep winning.
At The Word Agency, we’re already thinking about how to guide our clients through this.
Want to chat about what this might mean for your business? We’re always happy to talk. Get in touch today and let’s talk about your SEO strategy.