Google is launching a new feature in the UK that delivers AI-generated responses in search, offering users conversational-style answers with fewer links to external websites. Known as "AI Mode," the tool is powered by the Gemini AI platform and is designed to handle more complex, natural language queries. While traditional search results will remain available, AI Mode is expected to change how people interact with search.
The move has raised concerns among publishers, businesses, and advertisers who rely on web traffic from Google. As AI summaries replace the usual link-heavy results, some fear reduced visibility. The Daily Mail, for example, reported a sharp drop in traffic since the introduction of AI Overviews. Critics argue users are less likely to visit external sites when the answer is summarised directly on Google's platform.
Google insists AI Mode enhances the search experience by helping people express more specific and nuanced queries. The company has yet to confirm how advertising will be integrated into this new format, leaving questions about how monetisation will work for content creators and businesses.
In addition to its impact on digital traffic, environmental concerns have been raised over the energy demands of AI infrastructure. Google maintains it is committed to developing and deploying its technologies in a more sustainable way.
