Insights

Google’s AI Mode is Rolling out in the UK

Google’s AI Mode has officially started rolling out in the UK and like many in the SEO world FUZE Agency has been keeping a close eye on what this is likely going to look like for Google Search. After months of testing in the US, Google’s AI Mode has officially started rolling out in the UK. This marks a major shift in how people interact with Google Search and for businesses that rely on visibility through paid or organic search, it’s not a change to ignore.

29 Jul 2025

By Rhys

Writen by Rhys

What does AI Mode look like in real time you might ask? Well, in a nutshell AI-generated answers are taking up prime space in results, and traditional links, both organic and paid are often pushed further down the page.

Back in June we covered Google AI Mode Explained, giving advice on what is Google AI Mode and how you can get ready. Although what we didn’t have was a date, and now it’s launched. According to a recent BBC report, this shift has sparked significant concern from UK news publishers. The fear? That AI summaries will reduce traffic to external websites, particularly those offering in-depth, informational content. That fear isn’t hypothetical either. Many US-based publishers have already reported serious declines in traffic since AI Mode began appearing in their region. The stakes are especially high for news outlets, but the implications go far beyond the media. Any business that relies on organic search traffic, paid visibility, or content marketing is affected.

How to track the implementation og Google AI Mode?

At FUZE Agency we have been preparing for this. As AI Mode begins to shift the search experience here in the UK, we’re monitoring the rollout across all client accounts on a daily basis. That includes analysing changes to:

  • Click-through rates
     
  • Search rankings
     
  • Ad placements
     
  • Overall traffic
     
  • Organic impressions
     

While it’s still early, initial patterns suggest certain sectors are more vulnerable, especially those where informational queries dominate. In these cases, AI-generated summaries often eliminate the need for users to click through to a website at all.

The Rules of Search Are Changing

This is about more than a new layout or feature. The rules of search are fundamentally changing, and that means marketing strategies must evolve, fast.

We’re helping clients adapt with:

  • Smart strategy grounded in data and audience insight
     
  • Strong, well-structured content designed to earn placement and trust
     
  • Ethical marketing that puts users and their intent first

Now more than ever, your content has to offer real value and do it in a way that survives the AI filter.

Will Google AI Mode work how they want it? 

The biggest irony of all, Google's own AI disagrees with its PR department. If you ask Google Gemini, it says AI Overviews hurt websites. Every time we asked Gemini if AI Mode and AI Overviews hurt websites we got "Yes, there is significant and growing concern that Google's AI Overviews (formerly known as Search Generative Experience or SGE) and the broader AI Mode in search could hurt publisher websites by reducing traffic and, consequently, advertising revenue."

We’re not surprised. It’s a reminder that while the technology is powerful, transparency isn’t always part of the rollout. That’s why independent monitoring and agile strategy are more essential than ever.

Staying agile is the name of the game and we’re here to help you navigate the new search landscape with strategy and integrity. Give us a call today to discuss 01206 803999⁠