Google Expands AI Mode to UK Search Users Amid Accuracy Concerns
Google has expanded its AI Mode feature to users in the UK, following its initial rollout in the US earlier this year. The tool, which provides conversational responses to search queries, is designed to offer more intuitive answers to complex or multi-part questions. However, concerns remain about its accuracy and impact on traditional search behavior.
AI Mode builds on Google’s existing AI Overviews, which have been available in the UK since last summer. Unlike standard search results, AI Mode relies heavily on Google’s Gemini 2.5 model to generate responses, reducing the number of external links displayed. Users can activate it by selecting the AI Mode option and entering prompts via text, voice, or images.
One of the key techniques behind AI Mode is query fan-out, where the system performs multiple related searches simultaneously and consolidates the results. While this approach aims to provide comprehensive answers, it also raises the risk of AI hallucinations—false or misleading information generated by the model. Google has acknowledged this issue, which has previously led to bizarre recommendations, such as suggesting users eat rocks or put glue on pizza.
Another concern is the impact on website traffic. A recent Pew Research Center study found that users who see AI summaries click on traditional search results nearly 50% less often. Only 8% of users with AI summaries clicked on standard links, compared to 15% without them. Even more striking, just 1% of users clicked on links embedded within the AI-generated responses. This decline in engagement could hurt publishers and advertisers who rely on search traffic.
Despite these challenges, Google continues to push AI-powered search as the future of information retrieval. The company has introduced additional safeguards to reduce errors, but the balance between convenience and accuracy remains a work in progress. As AI Mode expands to more regions, its long-term effects on search behavior and content creators will be closely watched.
