Google AI Mode launches in the UK: what marketers need to do now

AI Mode has officially landed in the UK – and if you’re in marketing, this isn’t just another new Google search feature, it’s a wake-up call.

Google search is no longer simply listing links. With AI Mode, users can now ask complex questions and receive intelligent, contextual answers – with follow-up queries built in. It’s search, but upgraded.

For marketers, this is huge.

Because in order to appear in AI responses, your content can’t just exist. It has to be useful. Average, thin or keyword-stuffed pages won’t make the cut anymore.

In many ways, AI Mode pushes us back to what good marketing has always required: clear positioning, structured content and genuine value. SEO and AI optimisation can no longer be bolt-ons. They need to be woven into your broader marketing strategy from the very beginning.

So, what should you be doing right now?

1. Prioritise depth and value

Focus on content that directly answers real customer questions – and the follow-up questions they’ll naturally have. Think in-depth guides, product comparisons, FAQs and layered resources that demonstrate your expertise.

2. Think multimodal

AI Mode doesn’t just pull from text. It pulls from voice, video and images too. Make your visual content discoverable by adding clear metadata and ensuring every asset can be found and understood by search systems.

3. Partner for visibility

Like the early days of PR, getting featured in expert content on trusted sites can dramatically improve your chances of being cited in AI-generated answers. High-authority editorial mentions matter more than ever.

4. Rethink your metrics

AI Mode is likely to reduce raw click numbers, but the traffic you do get will be more qualified. Users arrive further down the funnel. That means it’s time to track intent and quality, not just volume.

5. Get technically ready

Structured data, crawlable pages, indexability and clear markup are non-negotiables. AI systems need structure to properly interpret and surface your content.

This is your chance to stop cutting corners and start building a genuinely future-proof marketing strategy. The brands that lead in AI Mode won’t be the ones gaming the algorithm. They’ll be the ones consistently answering customer needs.

👉 Watch the full video here: Google AI Mode launches in the UK