Google has officially launched AI Mode for Search in the UK, introducing a more conversational way to search online. Available now via a dedicated tab in Google Search and the Google app on Android and iOS, this new feature is powered by Google’s Gemini AI model.
This launch is a significant step forward in how UK users engage with search; offering an experience that’s more intuitive, personalised, and helpful.
What Is Google’s AI Mode?
AI Mode is Google Search’s answer to the growth of AI powered tools such as Perplexity capable of delivering natural language search experiences. Rather than simply returning a list of links, it delivers direct answers that are synthesised in real time from across the web.
Using a method called query fan-out, Google’s AI breaks down your query into multiple sub-questions, processes them in parallel, and composes a single, human-like response. For example, if you are planning a trip to London try asking:
“Plan a cultural weekend in London with museum visits, vegan food spots, and boutique hotel options near Shoreditch.”
Instead of a list of websites, AI Mode returns a complete, tailored itinerary, with recommendations, routes and insights, saving you time and effort.
Key Features of Google AI Mode
- Conversational Search: Supports follow-up questions, allowing you to refine your query, so the results you get are like chatting with a person.
- Multimodal Search Capabilities: with voice search and image upload, you can ask questions by speaking or sharing a photo, which is great for visual searches or hands-free use.
- Mobile-Friendly: fully integrated into the Google app on Android and iOS, so it is easy to use on the move.
AI Mode vs Traditional Google Search
Google has confirmed that standard search isn’t going anywhere. Instead, AI Mode is an optional enhancement designed to improve exploratory searches and complex tasks—areas where traditional search may fall short. Whether you're researching weekend plans, comparing new tech gadgets or exploring a new hobby AI Mode can help you find the right information, faster and more contextually than before.
Why Google AI Mode Matters for Users and Marketers
The launch of AI Mode in the UK follows successful rollouts in the United States and India, and reflects Google’s wider shift toward AI-powered search and conversational intent.
Benefits for users:
- Faster answers
- More personalised results
- Better support for complex questions
Implications for brands and marketers:
- SEO strategies will need to evolve to meet AI-driven ranking signals
- Content must be context-aware, helpful, and rich in user intent
- Voice search and multimodal inputs are becoming more relevant
We recommend that brands consider carrying out an AI Visibility Audit. Our page on Vista.AI, our AI visibility Audit, describes what is involved.
Looking Ahead
As AI continues to reshape how we search, shop, and learn online, Google’s AI Mode is an addition to the new standard for human-centric, conversational search. It’s not just about finding answers, it’s about getting them in a way that makes sense, saves time, and feels natural.
Need help adjusting your digital strategy for AI-powered search? Equimedia’s SEO and content experts are here to help. Contact us today to futureproof your search performance in the age of AI.
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| Author | Andrew Burgess |
| Channel | SEM |