Google's AI Mode Rolls Out in UK, Sparking Backlash From News Publishers Over Lost Traffic

Google officially launched its AI-powered search feature, AI Mode, in the UK on Monday, 28 July, marking a major shift in how users access information online.

Instead of the familiar list of links, AI Mode delivers summarised, AI-generated answers directly within search results, raising concerns across the publishing industry.

The UK became the third country to access the tool, following earlier rollouts in the US and India. Users can activate AI Mode via a toggle in the search bar or through a dedicated tab.

Powered by Google's Gemini 2.5 AI platform, the feature aims to provide more intuitive, conversational responses to complex queries by breaking them down into smaller components and offering a concise overview drawn from various online sources.

However, the tool's release has sparked a fierce backlash from news organisations, digital publishers and media watchdogs who warn that AI Mode could drastically reduce web traffic and undermine the financial viability of independent journalism.

How AI Mode Works

AI Mode operates like a built-in chatbot within Google Search. Rather than ranking web pages by keyword relevance, it delivers summarised responses that blend insights from multiple sites. Users can continue the interaction with follow-up questions in a conversational format.

While source links are still included, they typically appear further down the page or within the AI summary, reducing the visibility of original content.

Google claims this approach helps users get faster, more complete answers without having to scroll through multiple websites. But for publishers, it is a double-edged sword.

News Publishers Sound the Alarm

News firms and digital media outlets have been quick to condemn AI Mode, arguing it siphons traffic away from their websites, jeopardising ad revenue and threatening journalistic sustainability.

Owen Meredith, CEO of the News Media Association, told the Telegraph that the move reflects 'Google exploiting its search dominance' by repurposing content without fair compensation.

The Daily Mail reported a sharp decline in referral traffic from Google, with nearly 50% fewer clicks since the launch of AI Mode.

Research supports those concerns: while traditional search results are clicked around 15% of the time, links embedded in AI summaries receive just 1% of user engagement.

Publishers say this drastic drop in traffic could be financially devastating, especially for independent outlets.

Google, however, disputes the data, arguing that AI Mode introduces new opportunities for exposure and insists it is still experimenting with how content is presented.

Push for Copyright Protection

Amid mounting frustration, news organisations are calling for stronger copyright laws and regulatory safeguards. Several publishers have lodged formal complaints with UK and EU authorities, urging them to mandate opt-out options for AI content training and presentation.

The UK's Competition and Markets Authority has acknowledged Google's dominant position in search and signalled potential intervention to ensure a fair playing field.

But Google maintains that offering selective opt-outs could undermine AI development and currently provides no mechanism for content exclusion.

This intensifying row reflects wider legal and ethical questions about the use of generative AI, ownership of digital content and the future of internet transparency.

A Tipping Point for the Open Web

As Google continues to expand AI Mode, critics warn of a growing risk: an increasingly closed internet where a single tech giant controls access to information, leaving news organisations with little recourse and even less revenue.

While Google touts the feature as a user-focused innovation, its critics see it as a threat to the open web and a stark reminder that technological progress often comes at a cost.

The battle over AI-powered search is only beginning, and its outcome may reshape not just how we search, but how journalism survives in a world driven by algorithms.