Google AI Mode has launched in the UK

Google’s much-anticipated AI Mode quietly went live in the UK last week (around 28 July 2025), and it’s already starting to change how people search – and how businesses get found online. Here’s what it means for your business…

If you’ve not seen it yet, AI Mode adds a new tab in Google Search that gives users instant answers, summaries, and suggestions – all generated by Google’s Gemini AI. Think of it as a personal assistant pulling the best bits from across the web to give you what you need without having to click through to lots of websites.

Let’s take a look at what this means for search behaviour – and why businesses, especially in hospitality and tourism, should pay close attention.

A Shift in How People Search

Right now, users can choose between classic search results and AI Mode using a tab. But as AI Mode becomes more helpful and intuitive, it’s likely many people will stick with it.

People are already asking longer, more detailed questions in AI Mode, because they know they will get a smart, summarised answer.
These sessions tend to be more in-depth and longer-lasting, suggesting users are using search more like a conversation than a quick lookup.
And most importantly: users don’t need to click on links to get what they need anymore.

What Does “Zero-Click Search” Mean?

You might start hearing the term zero-click search a lot more. Simply put, it means users don’t need to click anything after doing a search. The answer they need is already right there on the results page.

With AI Mode, Google is pulling in content from across the web—like websites, reviews, and Google Business Profiles—and summarising it in a neat little box. So instead of clicking on a website to find out, say, whether a holiday park is dog-friendly, users now get an instant answer from Google itself.

That means:

Fewer visits to websites
More competition to be featured in the AI summary
More emphasis on structured data, quality content, and visibility in third-party sources
More weight placed on trusted, recognisable brands – because when Google’s AI chooses which source to cite, brand authority plays a key role.

It’s no longer just about ranking #1 it’s about being the trusted source that Google’s AI wants to include in its answers. And trusted brands have a clear advantage.

What It Google AI Mode Means for Hospitality Businesses

If you run a holiday park, hotel, restaurant or attraction, AI Mode affects how potential customers find and engage with your business online.

Here’s what to consider:

Organic traffic may dip for some types of content—especially FAQs, location guides, or top-funnel information—because users get the answers on Google without clicking through.
The Knowledge Panel on the right-hand side of search results becomes even more valuable real estate.
Make sure your Google Business Profile is 100% accurate and optimised, since this is one of the main data sources for AI responses.
Your website content should be clear, well-structured, and enriched with schema markup.
Brand mentions, reviews, and PR coverage become even more important.
And going forward, your brand reputation and recognition—online and offline—will play a bigger part in how you’re prioritised in AI summaries.

What About Paid Ads?

Yes, paid ads will still appear in AI Mode – at least on desktop (mobile is expected soon). Google has confirmed that sponsored content is part of the AI interface, though it’s currently less prominent than in traditional search.

However:

Click-through rates may drop, since fewer people are clicking overall.
Competition may increase, raising CPCs for some categories.
Shopping ads and Performance Max campaigns will remain important – ensure your feeds are optimised.
Brand familiarity will influence ad performance. Even in a zero-click environment, people still prefer names they know and trust.

How to Get Your Business Featured in AI Mode

Google AI Mode - Dorset Lodges with Dogs

To be included in AI-generated answers, your online presence needs to be crystal clear and technically sound.

Website Content
Write helpful, expert-led content. Answer real questions your customers ask.
Technical SEO
Use schema.org markup (FAQ, LocalBusiness, Product, Review). Keep your site fast and accessible.
Google Business Profile
Update your hours, descriptions, images, and services regularly.
Brand Mentions & PR
Appear in directories, local news, and trusted media. Visibility builds authority.
Reviews
Encourage customers to leave reviews on Google and other platforms.
Brand Building
Invest in building a recognisable, trustworthy brand. Brand strength will influence how often you appear in AI responses.

Looking Ahead

Google’s AI Mode is part of a much bigger shift in how people search. We’re moving from a world where search helps people find websites, to one where search does the work for them.

For hospitality businesses, this is both a challenge and an opportunity.

The challenge? Fewer clicks, more competition for attention.

The opportunity? Businesses that embrace structured data, local SEO, strong branding, reviews, and high-quality content will be the ones featured in AI Mode responses—and win visibility in the moments that matter most.