Google has officially launched its new AI-powered search feature, dubbed 'AI Mode', in the UK. This significant update aims to transform how users interact with online information by providing conversational, AI-generated answers to complex queries, moving beyond traditional lists of links. The rollout signifies a major shift in search engine technology.
A New Era of Search
AI Mode represents Google's most advanced search experience to date, leveraging its Gemini 2.5 AI model. It is designed to handle intricate, multi-part questions and follow-up inquiries, offering synthesized responses drawn from various web sources. This feature is accessible via a dedicated tab on Google Search results pages and within the Google mobile app for both Android and iOS devices.
Enhanced Query Handling: AI Mode can process questions that are two to three times longer than traditional search queries.
Multimodal Capabilities: Users can interact using text, voice, or even images, allowing for more natural and flexible searching.
Conversational Experience: The feature facilitates follow-up questions within the same session, creating a more intuitive and engaging search journey.
Addressing Complex Queries
Google states that AI Mode is particularly beneficial for exploratory searches, product comparisons, travel planning, and understanding complex instructions. The technology breaks down user questions into subtopics, simultaneously processing numerous related searches to generate comprehensive answers. This approach aims to provide users with richer and more immediate information, satisfying curiosity more effectively.
Impact on Publishers and Advertising
The introduction of AI Mode has raised concerns among publishers and businesses that rely on search traffic. With AI-generated summaries potentially reducing the need to click through to individual websites, the traditional advertising model for search results could be disrupted. Google has indicated that it is still finalising how advertising revenue will work within AI Mode, including whether businesses can pay for inclusion in responses.
Safety and Accuracy Measures
Google has emphasised its commitment to safety and accuracy, stating that AI Overviews are integrated into its core ranking and quality systems. The company employs safety systems to prevent harmful content and has mechanisms to address unexpected or inaccurate information. While acknowledging that early-stage AI products may not always be perfect, Google is dedicated to continuous improvement based on user feedback and ongoing evaluations.
Global Expansion and Future Outlook
Following its initial launch in the US and subsequent rollout in India, the UK launch marks another step in Google's global expansion of AI-powered search capabilities. This move positions Google to compete in the evolving landscape of AI-driven information access, aiming to maintain its leadership in the search market.
