Google has officially launched AI Mode in the UK, one of the most significant changes to search in recent years. Powered by Gemini 2.5, it transforms Google from a search engine into a conversational platform that answers questions directly, using natural language, images, and even voice input.
This shift will have a significant impact on how websites are discovered, ranked, and cited. Businesses can no longer rely on traditional keyword tactics alone; they need to adapt quickly if they want to stay visible in a world of AI-driven results and zero-click searches.
At Growth by Design, we work with small and medium-sized businesses across the UK to make sure their marketing keeps pace with change. As a multi-award-winning agency, our focus is on building strategies that deliver real results, combining SEO expertise with a clear understanding of how Google’s algorithms, and now AI, are evolving.
In this blog, we’ll break down what Google AI Mode is, why it matters for SEO, and what practical steps businesses should be taking now to protect and grow their visibility.
Search has just taken a massive step forward. With the official rollout of Google AI Mode in the UK on 28 July 2025, the way people find, read, and act on information online has fundamentally changed. What began with early releases in the US and India is now reshaping how British businesses and marketers need to think about visibility, ranking, and user engagement.
This isn’t just another feature update. It’s a structural shift in how Google operates. Instead of acting as a gateway to answers, Google now positions itself as the answer, serving responses directly within search. For brands and website owners, that means the rules of SEO are being rewritten in real time.
If you’ve come across terms like multi-modal, schema markup, or query fan-out and felt lost, don’t worry. At the end of this blog, you’ll find clear, jargon-free explanations of these concepts along with links to trusted resources where you can learn more.
What is Google AI Mode?
At its core, Google AI Mode is a new conversational layer built directly into Google Search. It’s powered by Gemini 2.5, Google’s most advanced large language model (LLM) to date, and is designed to make search feel less like typing into a box and more like having a dialogue.
Instead of simply returning a list of links, AI Mode uses a technique called query fan-out. This means that when you type a question, the system doesn’t just look for one direct answer. It instantly generates and runs multiple related sub-queries, pulls the most relevant results, and then combines them into a single, synthesised response. The result is not just faster, but far more comprehensive.
The system also remembers the flow of your conversation. You can ask a follow-up question without needing to restate the original, because AI Mode keeps context in mind. For example, if you ask “What’s the best CRM for small businesses?” and then follow up with “How much does it cost?”, Google understands you’re still talking about CRMs.
Another significant leap forward is its multi-modal capability. That means you’re no longer limited to typing. Users can search with voice, images, or text, and Google responds in equally varied formats, whether that’s lists, carousels, custom graphs, or even embedded maps, depending on the query.
Key features you’ll notice in AI Mode include:
- Hands-free audio summaries for quicker understanding on the go
- Built-in booking options directly in search results
- Custom visuals and graphs, especially useful in data-heavy fields like finance and SaaS
Together, these capabilities make AI Mode far more than an upgrade; it’s a complete rethinking of how search works.
Query fan-out and follow-ups
Traditional search engines work in a reasonably linear way: you ask a question, they look for matches, and they return results. Google AI Mode takes a different approach. Using query fan-out, your initial search is broken down into several sub-questions that run simultaneously. Those separate results are then stitched together into a single, cohesive response, powered by the most advanced large language model, Gemini 2.5.
This doesn’t just save time; it also gives you answers that are richer and more precise. On top of that, AI Mode remembers what you’ve already asked. Instead of repeating your query, you can build on the conversation naturally. For businesses, this means your content needs to be structured in a way that makes sense not only as a standalone answer, but also in the context of ongoing dialogue.
Multi-modal inputs and results
Another standout shift is the rise of multi-modal search. Simply put, users are no longer limited to typing questions into a box. In AI Mode, you can search with text, voice, or images, and Google will deliver results in formats tailored to each type of query.
For example:
- Upload a photo of a product, and Google can return comparison charts or shopping links.
- Ask a spoken question, and you may receive an audio summary back.
- Type a complex request, and you might see results displayed as an interactive list, carousel, or even a map.
This flexibility makes AI Mode not just more convenient, but more aligned with how people actually search in daily life.
AI-powered actions
Perhaps the most disruptive element of AI Mode is its ability to skip the middle steps entirely. Users can now take action directly within search results. That means making reservations, booking transport, or contacting a business, all without leaving the results page.
For companies, this raises both a challenge and an opportunity. If your website or service isn’t integrated and optimised for this functionality, you risk being bypassed. But if you prepare correctly, AI-powered actions could become one of the most valuable new sources of customer acquisition.
Ad integration
Advertising is already finding its place within Google AI Mode. Early tests show ads appearing directly inside AI-generated results on desktop, with a full rollout to mobile search expected later this year.
For businesses, this is a critical development. Instead of competing only for space on a traditional search results page, your paid ads may now be woven into conversational responses themselves. This could reshape how brands approach Google Ads, making ad placement, relevance, and creative format even more critical. Businesses that adapt quickly to these new ad environments will have a strong first-mover advantage.
Early adoption insights
Because AI Mode has been live in the US and India for several months, we already have data that shows how people are using it. Key takeaways include:
- AI Mode currently represents about 1.25% of all search sessions.
- Average session lengths are up by 38%, suggesting people are engaging more deeply with search.
- More than 80 million users have already interacted with AI Mode.
- Google plans to support 20+ languages by the end of 2025, making this a truly global shift.
The message is clear: while adoption is still in its early stages, the trend line points sharply upward. With sessions getting longer and more interactive, businesses that wait to adapt risk losing out on visibility as AI Mode becomes the norm rather than the exception.
Why AI Mode matters for SEO
Google AI Mode isn’t just a new interface. It fundamentally changes how content is found, chosen, and engaged with. For anyone working in digital marketing, this is a turning point.
Click-through rates are falling
Because AI Mode delivers answers directly within search, users often don’t need to click through to a website. These are known as zero-click searches.
- Research from Similarweb shows the percentage of searches ending with no clicks has risen sharply.
- A study from the Pew Research Centre found that when an AI-generated answer is displayed, users click on an external link just once in every 100 searches.
- Even leading publishers are feeling the impact. The BBC has reported that the Daily Mail claims traffic drops of up to 50% across both desktop and mobile searches.
The bottom line: even if your content ranks, it may no longer deliver the same traffic.
SEO is evolving fast
Traditional tactics such as keyword-stuffing or broad top-of-funnel content are losing effectiveness. Google AI Mode is programmed to prioritise:
- Clear, accurate, structured content
- Reputable, authoritative sources
- Expertise and real-world value
The focus is no longer just on being ranked; the goal is to be quoted, cited, and included in AI’s own summaries.
Mid-funnel and commercial content is now critical
Top-of-funnel content, like “What is SEO?” or “How do I build a website?”, is often entirely answered by AI summaries, leaving no reason for the user to click further.
What still drives clicks are mid-funnel and transactional pages:
- Product comparisons
- Pricing guides
- Detailed service pages
This type of content is more likely to make the cut in AI responses while also encouraging users to click through for more detail. If your SEO strategy is heavily weighted towards broad, informational traffic, now is the time to pivot.
Visibility beats ranking
Ranking on page one isn’t enough anymore. If your site isn’t referenced within the AI summary, your visibility can still collapse. In fact, citation has become the new benchmark of SEO success.
And it matters for conversions too. Research from Semrush shows that visitors arriving through AI-assisted search convert 4.4 times better than those from traditional organic clicks.
What UK brands need to do now
If you want your business to stay visible in Google AI Mode, your SEO strategy has to evolve. Here’s what to prioritise right now:
1. Update how you measure performance
Currently, Google Search Console doesn’t separate AI Mode traffic. But you can still spot patterns:
- Filter for longer, conversational queries (10+ words). These often come from AI-driven searches.
- Monitor changes in impressions versus clicks to track the rise of zero-click searches.
The focus has to shift away from pure rankings and clicks, and towards visibility and citations.
2. Build multi-modal content
AI Mode pulls answers across text, voice, and images. To make sure your business shows up:
- Add alt text for every image (clear, descriptive captions).
- Use video transcripts so search engines can read your content.
- Implement schema markup, structured code that helps Google understand and surface your content.
3. Create content designed for citation
Google’s AI prefers content that is structured, authoritative, and easy to summarise. To improve your chances of being cited:
- Use clear headings, bullet points, and short paragraphs.
- Give direct answers to common questions.
- Back up claims with statistics, research, and credible sources.
4. Prioritise commercial and comparison pages
Shift resources into mid-funnel and transactional content. Examples include:
- “Best CRM tools for small businesses”
- “Conservatory costs UK”
- “Marketing agency Sussex comparison”
These are the types of pages where AI won’t always give the complete answer, meaning users will still click through.
5. Grow your brand footprint
AI is far more likely to cite brands that appear widely across the web. Boost your authority by:
- Getting mentions on trusted websites
- Updating entries in local directories
- Securing coverage in news and industry outlets
- Using structured data to make your brand easier to read and reference
6. Start testing AI-powered ads
Google has already begun rolling out Performance Max campaigns and early AI-specific ad placements within AI Mode. Testing these early will help you learn what drives visibility and conversions before competitors catch up.
Strategic checklist: Are you AI Mode ready?
Use this checklist to see if your website and marketing are prepared for Google’s AI Mode.
| Action | Why it matters |
| Optimise for long, conversational search queries | AI Mode is designed for natural, multi-part questions. If your content reflects how people really speak, you’re more likely to appear. |
| Structure content with references and citations | AI prioritises content it can trust. Referenced facts and sources make your pages more likely to be cited. |
| Invest in multi-modal assets (text, voice, image, video) | AI Mode blends formats. Having optimised images, transcripts, and schema markup ensures you’re visible across all of them. |
| Expand mid-funnel and transactional pages | General “what is” searches are now answered directly by AI. Product comparisons, pricing guides, and service pages still attract clicks. |
| Grow brand visibility outside your site | Being mentioned in trusted sources increases your chances of being quoted in AI summaries. |
| Redefine your SEO metrics | With click-through rates falling, success is now measured by citations and visibility, not just rankings or traffic volume. |
What to expect in the UK
The rollout of Google AI Mode in the UK is only just beginning, but the impact is already clear. Here’s what businesses can expect over the coming months:
- Click-through rates will fall for general queries
AI summaries are answering simple questions directly in search. That means fewer people will click through to websites for broad, informational searches. - Traditional rank tracking will lose importance
Being “number one” on Google is no longer enough. What matters now is whether your content is chosen, cited, and surfaced in AI summaries. - Visibility and authority will carry more weight
AI looks for content it can trust. Sites that are referenced by other reputable sources and that provide structured, fact-based information will gain an edge. - Expect volatility in results
AI Mode responses aren’t fixed. The same query can generate different summaries within hours, depending on the sources AI pulls from and its confidence in them.
In short, UK businesses need to prepare for search that is more dynamic, less predictable, and far more competitive in terms of credibility.
Why Growth by Design is Optimised for the AI Era of SEO
At Growth by Design, we create the kind of content Google’s AI Mode is designed to select, cite, and surface. Every blog, website page, and campaign we produce is built with both humans and search engines in mind.
Our approach is deliberately structured around what AI Mode values most:
- Clarity and accessibility – we strip away jargon and write in plain English, making complex ideas easy to understand.
- Strong structure – we use headings, bullet points, and concise sections that AI can lift and present in summaries.
- Evidence and examples – we support points with facts, statistics, and practical insights to build authority.
- User-first focus – every piece of content is created to deliver value, not just chase rankings.
We don’t react to algorithm changes after the fact. We anticipate them, adapt early, and build strategies that are resilient to disruption.
This means our clients’ content isn’t just written to rank; it’s written to be quoted, referenced, and seen within AI summaries.
Next Steps for Your Business
If you want to stay visible and competitive as Google AI Mode reshapes search, now is the time to act. Here are the practical steps we recommend:
- Audit your existing content – review blogs, service pages, and landing pages for clarity, structure, and citation readiness. Ask: Would AI lift and quote this?
- Develop mid-funnel assets – build comparison guides, product explainers, FAQs, and pricing content that target users ready to buy.
- Optimise for multi-modal search – ensure images have alt text, add schema markup, and include video transcripts so your content works across text, image, and voice queries.
- Track conversational queries – in Search Console, look for longer, natural-language searches (10+ words) as a signal of early AI Mode activity.
- Strengthen brand presence – increase mentions on authoritative sites, directories, and news outlets to improve your chance of being cited by AI.
Taking these steps will future-proof your visibility and make sure your business is not just found, but chosen in this new search environment.
Final Thoughts
Google AI Mode isn’t just another feature update; it’s a clear signal of where search is heading.
Your focus now should be on more than ranking. To succeed, your content must be visible across multiple searches, cited directly by AI, and trusted as a source.
At Growth by Design, we help businesses adapt early to changes like this. Our approach is built on clarity, strategy, and results, not chasing trends. We create content that works for both people and AI, ensuring your business is ready for today’s search and tomorrow’s.
The businesses that thrive in this new landscape will be those that:
- Provide clarity instead of clutter
- Focus on relevance instead of reach
- Build authority instead of relying on assumptions
AI Mode is reshaping how users find, absorb, and act on information. The question is whether your business will adapt now or risk being left behind.
If you’re ready to prepare your digital marketing for the AI-powered future, we’re here to help.
Conclusion
Google AI Mode is reshaping search, and with it, the way businesses need to think about SEO. Visibility, authority, and citation are now more critical than simply ranking for keywords. If your content isn’t being surfaced in AI summaries or you’ve noticed a dip in traffic, now is the time to act.
At Growth by Design, we help businesses adapt early to these shifts. Our strategies are built to balance clarity, relevance, and authority, ensuring your website and content are ready for both human readers and AI-powered search.
If you want to futureproof your digital marketing and understand precisely how these changes affect your business, we offer a complimentary 90-minute Marketing or Website Review. In this session, we’ll highlight the opportunities for your business to grow in this new search landscape and give you clear, actionable recommendations.
📞 Call us on 01444 810530
📧 Email us at info@growthbydesign.co.uk
🌐 Visit: https://growth-by-design.co.uk
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The future of search is already here; let’s make sure your business is ready to thrive in it.
