Google is rolling out an AI-powered version of its search engine to UK users as it continues to bet big on generative technology.
The company has already been integrating AI into its traditional searches through the inclusion of AI-generated summaries that commonly appear at the top of its search results.
It is now taking this a step further with what it describes as “our most powerful AI search experience” with the launch of Google AI Mode, which appears as a tab on search result pages on its mobile app.
The move comes as major AI developers, including OpenAI, look to apply large language model technology to web searches.
Google said its AI Mode would allow complex search terms that would struggle to yield appropriate results through traditional search. The mode is accessible through text, voice and camera queries.
“Google’s new AI Mode isn’t just a nice addition to its service but marks a fundamental turning point in how people interact with the internet. It is the crucial evolutionary step from today’s click and scroll open web model towards tomorrow’s agent-driven world,” commented Duncan Roberts, associate director at Cognizant Research.
“While it will be a more intuitive and personalised service for users, it will also create challenges for businesses. Companies must start thinking about how they structure and surface their data to remain visible in an AI-led landscape.”
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