As I am sure you’ll be aware, Google has rolling out its AI-powered AI Mode in the UK, marking its third regional launch after the U.S. and India.
Accessible via a new “AI Mode” tab on Google.com and through the Android/iOS Google app (no Search Labs required), this feature is powered by Gemini 2.5 and enables users to ask multi-part, nuanced questions—and get conversational, AI-generated answers with linked sources and follow‑up prompts.
What This Means for Marketers & PR
More Zero‑Click Results = Less Website Traffic
AI Mode delivers comprehensive answers directly, which could reduce click-throughs. The earlier “AI Overviews” feature already contributed to traffic drops of 50–80% for publishers.
SEO Is Shifting Toward Content Citation
Getting onto AI Mode responses depends less on ranking #1 and more on being referenced in AI‑generated summaries. If your content isn’t cited, it’s invisible in this new format.
PR & Content Teams Need to Collaborate Tighter
The blurred boundaries between content creation, SEO, and PR require unified strategies: thought leadership, data, and facts must feed directly into AI‑ready materials that are trusted, well structured, and sourceable. Strategic planning needs to evolve beyond simple Keyword planning and move to a contextual bias, representing the evolution of users have how they now search.
Strong Brand Identity in the AI Layer
Since AI Mode pulls from multiple trusted sources, brands and PR should ensure their messaging is official, accurate, and consistent—optimising metadata, schema, and authoritative citations so Google features that brand directly. Review existing practices to understand the gaps; as necessary upskill or bring in expertise to drive the required evolution because of this update.
Paid Search Might Be Less Affected (… for Now)
Though organic traffic is under pressure, early reports suggest paid ads haven’t yet seen massive declines, as AI-driven summaries tend to appear mostly for early‑funnel informational queries rather than conversion‑focused ones.
Recommended Action Plan
Final Thoughts
Google’s AI Mode rollout in the UK is more than a feature release—it heralds a paradigm shift in search. For marketers, it’s no longer just about ranking; it’s about being sourceable – trusted in AI conversations, valued in summaries, and visible without a traditional SERP presence.
Content, SEO, and PR must converge to ensure messages are AI‑trustworthy, structured, and authoritative. Brands that evolve from click‑chasing to context-rich contributions will thrive.
Here at PHA, being specialists across these three pillars, we are beautifully placed to partner and collaborate on navigating this evolving search world.
If you would like help with optimising your content strategy or exploring AI-ready PR tactics, get in touch with our Digital specialists today.