Google Debuts AI-Powered Search Functionality in the UK

Google has commenced the rollout of an artificial intelligence-driven search feature in the UK, representing a notable evolution for the world’s top search engine. The new “AI Mode,” which integrates Google’s Gemini AI, generates natural language responses to search queries, significantly limiting direct links to external sites. While the feature—already operational in the US and India—remains optional, it has sparked concern among businesses, publishers, and advertisers about declining web traffic and advertising revenue, as AI summaries tend to retain users on Google’s platform. Recent studies indicate a sharp drop in referral clicks when AI summaries are provided, raising new questions about the digital ad model and the future of web publishing. Google says it is still evaluating how advertising will work within AI Mode and stresses its commitment to both user innovation and environmental sustainability amid growing demands on data centers. The move comes as legislative scrutiny increases within the EU, and as industry groups caution about the broader implications of AI-generated content on news dissemination and online business ecosystems.

Read more