Google, the tech giant synonymous with online searching, has just rolled out a new AI search feature in the UK that has the potential to revolutionize the way we access and interpret information. This ‘AI Mode’ is a significant shift from the conventional search results we’ve grown accustomed to, where lists of blue hyperlinks dominate the interface. Instead, users opting for this mode will receive answers articulated in a conversational style, streamlining the information delivery process. This development is crucial as it reshapes user interaction with the search engine and raises questions about the impact on businesses reliant on traffic from Google.

The introduction of AI Mode means a departure from traditional search practices, which are grounded in keyword-based queries. Instead of sifting through a list of websites, users will be provided answers to more complex queries, effectively transforming the way they seek information. For instance, previously, a user might have typed ‘clean carpet stain,’ but now, they could ask, ‘I spilled coffee on my Berber carpet and need a pet-friendly cleaner.’ While this feature aims to enhance user experience, it also raises concerns among businesses and news outlets about diminished link clicks and advertising revenue. A report indicated that clicks on links dropped by 50% for some organizations since the rollout of AI features, with fewer people navigating away from the Google page. Critics argue that this could threaten the sustainability of the business models for news agencies, which depend on ad revenues from web traffic.