TLDR: Google’s new AI Mode is now live in the UK, offering a chat-like search experience that delivers full answers without users clicking through to websites. This means rankings alone are no longer enough, your content needs to be cited in AI responses to stay visible. Expect lower CTRs and changing SEO metrics. To adapt, focus on:
- Creating clear, concise, and authoritative content AI can quote.
- Strengthening brand authority to drive direct searches.
- Updating SEO reporting to track AI citations and brand search volume.
- Structuring content for both people and AI to understand.
In short: SEO success in the AI Mode era means shifting from chasing rankings to securing AI visibility.
On 28th July 2025, Google quietly flicked the switch on AI Mode in the UK. No Search Labs trial, like in the US and India, just live, for everyone. The UK is now only the third country in the world to get this feature.
For anyone working in SEO, marketing, or content, this isn’t just “another Google update.” It’s a major shift in how search works, and it’s going to change how you measure performance.
What’s AI Mode?
Imagine if ChatGPT was built directly into Google Search. That’s AI Mode. You’ll find it sitting in a new tab, just to the left of the familiar “All” results.
Once you click it, you’re no longer looking at a page full of blue links. Instead, you’re chatting directly with Google’s AI:
- Ask anything and get a complete, written answer instantly.
- Follow up naturally, there’s no need to type your whole question again.
- Use voice search or even upload images for context.
AI Mode is faster, more interactive, and more user-led than AI Overviews. Instead of showing you snippets alongside links, it keeps you inside a flowing conversation.
Why this matters for SEO reporting
The introduction of AI Mode is going to reshape your analytics dashboards. Why? Because people can now get answers without ever visiting your site, even if you rank in position one.
Here’s what we expect to see:
- Lower click-through rates – Your rankings might look healthy, but the traffic doesn’t follow.
- Impressions stay high, sessions drop – You’re still visible, but the AI is doing the heavy lifting.
- Brand searches matter more – Users may trust AI Mode for generic queries, but will still visit brands they know.
If your reporting is still based solely on “rankings” and “organic traffic,” you’re going to miss the bigger picture.
How to adapt your SEO strategies for AI Mode
The fundamentals of SEO aren’t going away, but the priorities are shifting. Here’s how to stay ahead:
Optimise for AI citations, not just rankings
Google’s AI Mode decides which sources to cite when it builds answers. If your site isn’t one of them, your visibility will drop even if you rank high in traditional results.
- Create content with clear, direct answers to specific questions.
- Use original stats, expert commentary, and unique definitions. AI models love citing these.
- Ensure your schema markup is up to date so Google can interpret your content clearly.
Build content for both humans and machines
Think of your pages as having two audiences: your readers and Google’s AI.
- Keep information structured with bullet points, subheadings, and concise summaries.
- Place the most important answer high on the page, not buried halfway down.
- Use natural language so AI Mode can pull full sentences without rewriting.
Strengthen your brand signals
If a user trusts you, they’re more likely to search for you directly, bypassing AI Mode entirely.
- Invest in thought leadership content.
- Be active on platforms your audience uses (LinkedIn, YouTube, podcasts).
- Earn mentions from reputable sites to boost topical authority.
Update your reporting to track AI visibility
We’re entering an era where “being there” in AI answers will matter as much as ranking.
- Track AI citations using tools like Semrush, Ahrefs, or custom monitoring.
- Monitor click-through rates on key queries post-AI Mode launch.
- Track brand search volume as a measure of direct demand.
Experiment with conversational content formats
Since AI Mode is designed for natural, follow-up questions, it will reward sites that cover topics in-depth, anticipating multiple angles a user might ask about.
- Build FAQ sections that answer related questions in one place.
- Use topic clusters to connect pages into a comprehensive resource.
The bottom line
AI Mode isn’t just another tweak to Google Search, it’s a fundamental rewrite of how people interact with information online. That means your SEO strategy needs to evolve beyond “How do I get to #1?” and start asking:
- “How do I get cited by AI?”
- “How do I measure success when clicks are disappearing?”
At ASK BOSCO®, we’re already adapting our dashboards to track AI visibility alongside traditional SEO metrics, so you can see the full story, not just where you rank.
If you want to understand how AI Mode is affecting your SEO performance and where your content is (or isn’t) being surfaced in AI answers, get in touch. The earlier you adapt, the more visible you’ll be.
