Google AI Mode Lands in the UK: What It Means for the Future of SEO

Well, the wait is over. Google just flicked the switch - AI Mode is officially rolling out in the UK. If you're in SEO or digital marketing, this isn’t just another update. This is a rewrite in the rules of search. 

So, what does this mean for marketers? Is traditional search on its way out? And more importantly, how do brands stay visible in a world where Google becomes the middleman, the expert, and the interface? 

Let’s break it down. 

What did Google announce? 

In a blog post published this week, Google confirmed the rollout of AI Mode to UK users, following its U.S. launch earlier this year. The update brings a whole new way of using Google Search: instead of typing in keywords and scrolling through links, users now get a dynamic, AI-generated answer powered by Gemini 2.5, Google’s most advanced model yet. 

It’s like having a personal research assistant baked into your search results. One that understands complex queries, breaks them down into subtopics, and offers tailored answers complete with helpful links and follow-ups. 

The UK launch means users can now access AI Mode via a dedicated tab in Google Search or directly in the Google app. And while it’s still optional for now, it’s clear Google is laying the groundwork for a default AI-first search experience soon. 

What is Google AI Mode? 

Think of AI Mode as a search upgrade that turns queries into conversations. It takes your messy, multi-layered question and responds with intelligent, structured insights, often without showing the usual sea of blue links. 

Some key features include: 

• Conversational interface: Ask a question, then follow up naturally. No need to rephrase or repeat yourself. 

• Query fan-out: Gemini breaks complex queries into multiple micro-queries to return deeper, more nuanced answers. 

• Multimodal search: Speak, type, or use images - you can snap a photo of your meal and ask, “How do I cook this at home?” 

• Task assistance: From comparing products to planning holidays, AI Mode goes beyond finding info, it helps consumers complete tasks. 

As our own Richard Hird and Tom Clough noted back in May, this isn’t just an add-on: it’s a new way of thinking about how people discover, learn, and decide. And that has massive implications for SEO. 

What does this mean for SEO? 

Let’s not sugar-coat it: this is the biggest shake-up in search we’ve seen in over a decade. Here's what it means for brands and marketers: 

1. Traditional rankings still matter - but they’re no longer the whole story

Let’s be clear: ranking on Google still matters, a lot. In 2025 Google Searches are projected to increase by +62%. Most users will continue using traditional search, and organic traffic will remain a major performance driver.  

But AI Mode introduces a parallel search experience where being cited in AI responses may become just as important as ranking high in the SERPs (Search Engine Results Page). 

In this new environment, SEO success isn’t just about climbing the ranks – it’s about being recognised by the AI as a credible, useful source. That means we need to optimise not only for algorithms, but for AI comprehension and selection too. 

The takeaway: Keep your traditional SEO playbook sharp, but start adapting for a world where search results may include (or entirely be) AI-generated answers. 

Your new goal: Be the source that Gemini wants to quote.

2. Visibility now means being mentioned, not just indexed

AI Mode often answers questions without showing a single organic result - unless the user clicks to dig deeper. That means structured, high-quality, topical content that is well-cited and contextually rich stands the best chance of being referenced.

3. Content discovery is broader, and more personal

Thanks to query fan-out, AI Mode explores the web in a much more comprehensive (and unpredictable) way. Two users asking the same question could get completely different responses, based on intent, behaviour, and even device. 

To stay relevant: 

• Cover topics deeply and from multiple angles to allow for wider scope 

• Use natural, conversational language 

• Avoid the fluff – clarity and structure help AI parse and summarise your content

4. EEAT isn't going anywhere

AI Mode is still rooted in Google’s traditional quality signals. That means Expertise, Experience, Authoritativeness, and Trustworthiness (E-E-A-T) remain non-negotiable. 

If anything, they’re even more important, because generative responses need trustworthy sources. As Richard and Tom noted in their blog, originality, clarity, and author signals will help content surface in these new AI environments.

5. Measurement will need a rethink

Attribution – which is never simple at the best of times - is about to get more complex. With no Search Console data showing clicks from AI Mode, visibility is becoming harder to measure - but it will evolve.  

The new measurement frontier will include: 

• Brand citations in AI-generated answers 

• Post-click behaviour and session depth 

• Engagement metrics like scroll depth, time on page, and conversion actions 

6. Paid Search is also getting a shake-up

AI Mode's interface doesn’t (yet) include ads, but don’t get too comfortable. This shift is accelerating the move towards Performance Max, AI Max, and broad-match ad strategies – with keyword-specific ads fading fast. 

Advertisers who rely solely on tightly targeted, lower-funnel campaigns risk missing the customer entirely if the purchase happens mid-conversation with Google’s AI. 

Is this a Kodak moment for Google? 

As Ingvar Kraatz pointed out on BBC News, Google faces a paradox. Its AI is so good, users don’t need to click, and that could undermine its core revenue model. But the genie’s out of the bottle. 

This is more than just a UI update. It’s the beginning of a shift from Google as “search engine” to “conversation assistant.” And for marketers, it means rethinking how, and where, we show up in the customer journey. 

What should marketers do now? 

Google’s AI-mode roll out brings important considerations when shaping your content and search strategy: 

• Double down on depth: Build clusters of content that go beyond surface answers. 

• Structure smartly: Use schema markup, clear headings, and internal linking to make your site AI-friendly. 

• Speak naturally: Use the kind of language real people use in real conversations. 

• Be everywhere: AI Mode pulls content from all corners – so don’t rely on your website alone. Syndicate, repurpose, and build a multichannel presence. 

• Work with your paid teams: Rethink your funnel and keyword strategy before the AI revolution leaves it behind. 

Final thoughts: The future isn’t typed, its talked 

AI Mode is opt-in (for now), but it’s a clear signpost of where Google is heading. The way people search is changing - from keywords to conversations. From scrolling to asking. From clicking to trusting the AI to do the legwork. 

At KINESSO UK&I, we’re not just watching this shift from the sidelines, we’re building for it. Whether it’s adapting SEO strategies, enhancing content, evolving media plans, or helping brands understand their new role in the search journey – we’re here for the next chapter. 

Because the future of search is no longer about what people type.  

It’s about what Google says back.