Last week, I wrote a blog about the launch of Google’s new AI search feature in the UK. If you missed it, you can read it here. Since then, we’ve had a week of testing, talking, and trying to work out what it all means for businesses like ours and our clients.
AI Mode now appears alongside other search tabs like News, Shopping and Images. While it’s not the default yet, it’s clearly getting some focus from Google. Sundar Pichai, Google’s CEO, has said he sees this as the future of search.
By keeping it as a separate tab for now, it feels like Google is testing the water. They want to see whether people choose to use it instead of the usual search experience. My guess? Even Google doesn’t fully know yet whether AI Mode will replace the normal search page in the medium to long term.
What is AI Mode like to use?
Think of it as a more powerful version of Google’s AI Overviews. It gives you longer answers and lets you continue the conversation in a chat box. You can ask it to write poems, create code snippets, or find more information without having to type out several different searches.
AI Mode uses what’s being called query fan-out when you ask a question, it runs a bunch of related searches at the same time and pulls in answers from all over the web. It then shows you a summary with snippets and links, almost like having ChatGPT built into Google.
What does the early data tell us?
Thanks to data from Similarweb that Aleyda Solis shared on LinkedIn, we can see how quickly people started using AI Mode and how that’s already started to change:
AI Mode went from 0.1% of desktop users in the UK on July 28, 2025 to 9.2% on August 1st, before dropping slightly to 6.3% by August 3rd.
That’s quite a spike followed by a small dip. It suggests people were curious, gave it a go, and are now working out where it fits into their usual search habits.
So, how are we using it at Koozai?
I wanted to find out what the team really thought, so I asked a few colleagues some questions. Here’s what they had to say.
Sophie Roberts, Managing Director
Are you using AI Mode?
Yes, I’ve toggled AI Mode on a few times, mainly out of curiosity and to explore its capabilities. For example, I asked about Koozai to see what info it pulled in, and then followed up with questions around case studies in different sectors. It was a good way to spot any content or messaging gaps we might want to address. So, I’d say I’m using it more as a research and insight tool at this stage.
How big a disruption do you think this is for our industry?
It’s a big one. Generative AI is already shaking things up across the digital marketing landscape. From automating content creation to changing the way people interact with search engines, it’s pushing us to rethink a lot of what we do. But I see it more as an evolution than a replacement. Yes, it’s disruptive, but it’s also full of opportunity, especially for marketers like us who are open to experimenting and adapting. We’ve already done so much learning, testing on our own website and content etc and I’d expect that to continue as things change. We have always adapted and learnt and don’t plan on stopping anytime soon.
Where do you see the biggest impact?
There are a few key areas where AI is really making waves:
- Content creation: It’s definitely speeding up the production of blogs, social posts, visuals, you name it. That said, it still needs human oversight to get the tone, messaging, and strategy right. But it’s super-quick at research and briefs which helps enormously.
- Personalisation: AI’s making it easier to deliver highly personalised experiences at scale, which is something the industry has been talking about for years but struggling to do efficiently until now.
- SEO & PPC: From AI-generated search results to smarter bidding strategies, the way we optimise and advertise is evolving fast. A lot is built on the back of best practice fundamentals and I think this will continue to be the case.
- Data analysis: AI is helping us turn mountains of data into useful insights, quicker than ever, which supports better, faster decision-making.
Ultimately, I think the marketers and businesses who will do well will be the ones who see AI as a teammate, using it to streamline processes, unlock new ideas, and focus more on the strategic and creative work where humans really shine.
Steve Harris, Head of Paid Media
Are you using AI Mode?
I’ve had a quick look, but not a full time user yet.
How big a disruption do you think this is for our industry?
Enormous. I think it’s more for information based searches at the moment, such as ‘things to do with kids near me’. The results from AI Mode are way better than the traditional search results for these types of searches. AI is changing the way we interact with devices and search engines and this will be a move to more conversational based interactions rather than just keyword driven search. It’ll be interesting to see the future of bottom of the funnel searches such as those for specific products and whether these will be impacted by AI Mode.
Where do you see the biggest impact?
AI Mode is essentially saving users a step in the search journey. Rather than searching for information and clicking on a link to a website, the user stays within the search engine’s ecosystem. So I wonder if this will have an impact on future website traffic.
Another interesting development will be with ads. Google has already started briefing brands on AI Ads (which will be rolling out in Q4), so it won’t be long before AI Mode starts showing ads. The targeting of such ads will be moving from traditional keyword based targeting to more ‘conversational’ based targeting, so PPCers will have to pivot their approach to appear amongst these results.
James King, SEO Manager
Are you using AI Mode?
Yes, I’ve used Google AI Mode last week to help my mum decide which new laptop to buy. In this case, I wanted help on deciding which laptop offers the most power within the desired budget. Google AI Mode’s made it easy to help narrow down which processer we should choose.
Comparing laptop models was a breeze as Google AI pulled recommendations from other third party reputable sites.
How big a disruption do you think this is for our industry?
This is a massive change for many industries. Especially for those with ecommerce sites. There’s no doubt that Google AI Mode is gearing up to help searchers reduce their time to make a buying decision and include relevant PPC ads to support their decision.
Where do you see the biggest impact?
This new tab, AI Mode now appears alongside other search tabs like News, Shopping and Images. While it’s not the default yet, it’s clearly getting some focus from Google. Sundar Pichai, Google’s CEO, has said he sees this as the future of search. But by keeping it as a separate tab for now, it feels like Google is testing the water. They want to see whether people choose to use it instead of the usual search experience. My guess? Even Google doesn’t fully know yet whether AI Mode will replace the normal search page in the medium to long term.
AI Mode helps to massively cut down the time needed to make a buying decision. If you go the traditional way of making an enquiry such as a telephone call, then being stuck in a long queue, or sending email, inevitably there’s a delay. Now with AI Mode you have the answers within seconds. Customers now can make better choices rather than waiting from a response for a potential business.
It’s crucial that businesses start adopting to AI Mode. Businesses need to start writing content that sounds like you speak. So that, the AI systems can consider your content.
Hannah Maitland, Client Services Manager
Are you using AI Mode?
I have used it a couple of times but am not using it regularly at the moment.
How big a disruption do you think this is for our industry?
Huge, because people will see far better results using this type of search. I read that critics say the AI overviews are already sending less traffic to the internet and so this could accelerate this trend impacting everything we do in digital marketing. We already use AI to shorten and help with tasks here and this will only become more-so when we look to the future. It will be good to understand other than the ones that state intent, what other types of searches lead to conversions from this, but for sure there will be massive changes to the way people spend money and search for products and services online.
Where do you see the biggest impact?
Predictive reporting and analysis will become commonplace and will lead to far automated customer journeys. AI uses this data to make predictions about future customer behaviour already which can be used in a million ways. Businesses having access to this in real time will allow for smarter business choices when it comes to sales and leads.
Most heavy content, administrative, repetitive or system based work will be out of the equation entirely regardless of the industry.
Final thoughts
Google’s AI Mode is still new, and it’s far from perfect. But it’s already changing how people interact with search. It works best for research-style queries right now, but that may grow quickly. If Google continues to develop this, and it becomes the default one day, we’ll all have to adapt again.
We’ll keep testing and reporting what we find and if you haven’t tried AI Mode yet, now might be a good time to explore what it says about your brand.
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