Google launches AI Mode in the UK – here’s what you need to know 💭

This week, Matt Whelan our Managing Partner, Digital Integration, delves into Google’s recent announcement to roll out AI Mode in the UK over the coming days.

AI mode has already been active in the US and India, so we’ve seen the direction this is heading. In short: it transforms search from clickable links to AI-generated answers - similar to ChatGPT. And unlike traditional search, Google keeps users on the page, reducing traffic to other websites.

That’s a major shift for entrepreneurial brands that rely on answering informational queries to drive traffic. And the impact could be big - AI Overviews (already live in Search) allegedly cut the Daily Mail’s search traffic by 50%. 🚨

If you want to understand more, you can read the full update here.

Brands are already seeing changes in web traffic as a result of AI - but it’s not all bad news. If you check your analytics, you might already spot referrals from platforms like ChatGPT. Volumes of traffic are small for now – but growing fast as the platform advances. 📈

Better still, this new traffic tends to convert better. When a user clicks through from an AI recommendation, it’s because they’re already interested - the AI has done much of the persuading for you. 🙌

For ecommerce brands, this means a strategic pivot. It’s no longer just about getting users to your site through helpful blog content. You’ll still need to prove your authority, but now that needs to happen within the AI interface itself. 🧠

There’s no plug-and-play playbook yet - but like early SEO, the biggest wins will go to early movers. We’re encouraging clients to get curious, not cautious.

First step? Understand where and how your brand is showing up in AI answers right now. We’ve built a tool to track this across major platforms. If you’d like to take a look - or talk about how AI Mode might impact your search strategy - just reach out to your Client Director today. 💬

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That’s it for this edition of The Specialist View. We’ll be back soon with more sharp thinking, fresh perspectives, and the kind of media intelligence that helps entrepreneurial marketers turn ambition into action – and impact. Because specialist work is what we do – and as a proudly independent media agency, we’re equally proud of the passionate specialists behind it. Their curiosity, craft and commitment drive everything we deliver, from smarter strategies to standout results. It’s this depth of expertise and energy that sets us apart – helping our clients move faster, think bigger, and demand more from their media.