A major shift has arrived in the UK search scene.
Google’s AI-powered search feature, simply called AI Mode, is now live across the country. It’s already been running in the US and India, where it has quietly changed how millions use Google day to day.
And now, it has landed here too.
This isn’t some experimental beta.
Google’s CEO recently confirmed that over 100 million people use AI Mode every month. That’s not a niche group. It signals a broader change in how people search, find answers, and make decisions online.
Here’s a closer look at what it means, why it matters, and how businesses, especially those that rely on content, should respond.
What is Google’s AI Mode?
AI Mode is Google’s new way of handling search.
Instead of just providing a list of blue links, it offers a comprehensive, conversational response drawn from various sources around the web. Think of it like a built-in research assistant. It gathers the best info, answers your question, and often gives supporting links. But not always.
Let’s say you search: “Best weekend getaways near London for a family with toddlers.”
Instead of pointing you to ten different blogs, AI Mode might offer a neat summary: suggestions, why they work for toddlers, how far they are, and even what activities to expect. All in one go.
It’s like asking a switched-on friend who’s already done the research and gives you a helpful answer.
The Good: A Better Experience for Searchers
For searchers, this is a big win. It’s quicker, clearer, and less hassle. You get real answers, not just a pile of links to investigate. No more clicking through endless tabs trying to piece together the right info. AI Mode does that for you.
You can also ask more natural questions. Things like:
“What’s a good high-protein vegetarian meal plan?”
“How long does it take to plan a wedding with a £15,000 budget?”
“What can I pack to keep my toddler busy on a long train ride?”
These are real-world, layered questions. And AI Mode is built to answer them directly.
The Bad: It’s Not Always Spot On
That said, AI Mode is not perfect.
The system has made some odd calls. Remember the “glue on pizza” suggestion? That actually happened.
Google has made improvements since then, but strange responses do still crop up. Mistakes, or hallucinations as they’re sometimes called, can occur. And the accuracy depends a lot on how fresh and trustworthy the underlying content is.
Plus, not everyone is using it yet.
Many people still default to the classic search layout. So, depending on your niche, the shift in traffic might be gradual for now. But the trend is clear. Change is coming fast.
The Ugly: Challenge for Websites and Content Creators
Here’s where things get tricky.
When Google shows an AI-generated answer on the results page, users often don’t click through to the sites it pulled from. The AI does the summary work, but it doesn’t always send visitors to the original source.
A Pew Research study found that when AI answers appear, click-through rates on organic results drop from 15% to about 8%. Links embedded in the AI summary? Those get clicks around just 1% of the time.
That’s a big drop.
If your business depends on organic traffic, this matters. Your content might be contributing to the answer, but you’re not reaping the visits. Even worse, if you block your content from being used by AI, your site might disappear entirely from this new format.
So it’s a difficult balance. Either feed the AI and risk fewer clicks, or stay out and risk being invisible.
What Can You Do?
The solution is something called LLMO, or Large Language Model Optimisation. It’s essentially the new form of SEO, built for how AI reads and recalls content.
Where old-school SEO was about keywords and backlinks, LLMO is about being the kind of content AI can understand, trust, and use. It’s how you get mentioned in an AI’s answer, not just ranked on Google.
Focus on these three areas:
1. Content: Write for People, in Their Language
This is still the most important bit. Write as if you’re answering someone’s real question.
That means:
Use real-life questions as titles and headings.
Break up answers into clear sections, lists, or steps.
Add FAQs wherever they make sense.
Cover follow-up questions too.
Include definitions, examples, and quick takeaways.
Ask yourself: if someone copied this straight into ChatGPT, would it feel like a complete, helpful answer?
2. Technical Setup: Make Your Site Friendly to AI
Good content alone isn’t enough. AI tools need to be able to read and understand your content.
That means:
Use structured data like FAQPage, Article, and Product schema.
Organise your pages clearly, with consistent headings and internal links.
Set up sitemaps and RSS feeds so AI crawlers find new content quickly.
Track visits from AI tools using Google Analytics 4 and referrers like chat.openai.com or bard.google.com.
If you’re running an internal search tool, consider adding semantic search with embeddings.
3. Authority: Be Someone the AI Can Trust
AI tools prefer citing content from sources that appear trustworthy.
So aim to get your brand featured in:
Well-known media outlets
Recognised industry blogs
Podcast interviews, webinars, expert panels
Lists, roundups, review sites
Open knowledge sources like Wikipedia and Wikidata
And make sure your Google Knowledge Panel (if you have one) is accurate. Link it to your site using schema with sameAs references to other official profiles. If you’re not in those databases yet, work towards getting listed.
FAQs
What is Google’s AI search, and how is it different?
It gives full answers to questions, not just links. Create a post that explains this in simple terms with examples.
Will my website still appear in AI search?
Yes, if your content is useful, clearly structured, and seen as trustworthy. Add an FAQ on your site to explain how you’re adapting to the change.
How do I get my site featured in AI answers?
Make sure your content is clear, your technical setup is solid, and your brand appears in trusted sources.
A checklist post can help.
Will AI search reduce website traffic?
It might. Fewer users click when the answer is already shown. Be transparent about it in a blog or newsletter and share what you’re doing about it.
How should I change my content for AI search?
Answer real questions well. Add structure. Think multimedia. Create a short guide or template to help your team.
Final Thought: Don’t Panic
This isn’t the end of search, content, or marketing. It’s just a shift.
You may lose some clicks, yes. But you can still win attention, build trust, and convert. The brands that do well in this new landscape are the ones that get quoted, mentioned, and remembered by AI tools.
That’s what LLMO helps with.
Need a Hand with LLMO?
If this feels confusing or like a lot to keep up with, that’s understandable. The AI search landscape is moving fast, and not every business has the time or resources to figure it all out.
That’s where LangSync AI can help.
We work with businesses to improve their visibility in AI search. We help you become the brand that AI tools quote, recommend, and trust.
And if you’d like to know where you currently stand, we offer a free audit. It reviews your content, site setup, and authority profile using the same signals AI systems use to pick their sources.
Let’s make sure that when someone asks Google’s AI for advice, your name comes up.
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