Google 'is sticking knife in even deeper' with AI Mode

Google has been accused of “sticking the knife even deeper into the online publishing industry” following the roll out of its controversial AI Mode in the UK; just weeks after an official complaint was filed against its AI Overviews tool.

AI Mode is powered by Google’s latest large language model, Gemini 2.5, and allows users to search by text, voice or images.

It works by breaking down questions into sub-topics, which Google insists generates a broader scope of results that aim to address each aspect of the query. This approach, the company maintains, allows for more nuanced and informative responses that reduce the need for multiple separate searches.

The tech responds to queries in the form of natural-language answers, rather than a list of searches, while it also displays a handful of links to websites on the right side of the page.

Google began introducing the system in the US in May and has also launched the feature in India, so it was only a matter of time before it came to the UK market. However, unlike the Gemini chatbot, AI Mode is available without logging into a Google account, making it more accessible.

According to Hema Budaraju, vice president of product management for search at Google, the feature represents a “major shift” in how people engage with search engines.

She noted that early adopters are asking questions two to three times the length of standard queries, particularly when dealing with exploratory topics or more intricate tasks such as product comparisons, travel planning, or understanding detailed instructions.

However, perhaps unsurprisingly, online publishers are up in arms.

Owen Meredith, chief executive of the News Media Association, which represents the UK’s biggest newsbrands, said: “This is yet another example of Google using its dominant position in search to force news publishers to allow their content to be ingested for AI.

“If publishers want to block Google’s search crawlers to stop their content from being exploited with no transparency, consent – or appropriate reward for original source material – they’ll be demoted from general search listings, causing catastrophic drops in audiences.

“It’s a lose-lose for sources of trusted verified news and information as the dominant tech firms continue to draw yet more web traffic into their walled gardens.”

Meanwhile, Rosa Curling, director of the campaign group Foxglove, added: “What the AI summary now does is makes sure that the readers’ eyes stay on the Google web page. And the advertising revenue of those news outlets is being massively impacted.”

The feature follows the rollout of AI Overviews in early 2024, which are now displayed at the top of most standard Google searches and are also powered by Gemini.

Users have noted that the answers provided by Gemini are in many cases inaccurate, while publishers say that in searches including AI Overviews, people are far less likely to click through to third-party websites, instead remaining on Google.

In fact, a recent study commissioned by Foxglove found that people only click on a link once in every 100 searches where there was an AI summary.

Three weeks ago, groups representing publishers filed antitrust complaints with the European Commission and the UK’s Competition & Markets Authority over AI Overviews, arguing the feature is an abuse of Google’s dominant position in online search. The groups also asked for an interim measure to prevent irreparable harm.

One industry source told Decision Marketing: “As if the AI Overviews system wasn’t bad enough, AI Mode is tantamount to sticking the knife in even deeper into the online industry. Google already dominates online advertising; combined, these tools could decimate the digital publishing sector, which relies so heavily on users clicking through to websites.”

MRS Digital SEO lead Jade Powter added: “Google AI Mode will undoubtedly change the way users search and engage with information. We have seen the impact of AI Overviews and information-led content alone – people have less reason to click through to a website when the information is readily available in a clear summary. So will this be the same with AI Mode? What about conversion-led journeys? All we can do is gather insight, learn and adapt.”

However, she concluded: “As someone who has worked in search for many years, we are used to adapting to change by now – and we are excited to see how this evolves and makes users’ lives even easier.”