Google has launched its AI Mode for search in the UK, utilizing the Gemini Large Language Model (LLM) to deliver conversational, natural language search results. This innovative feature enhances user experience by allowing text, voice, and image searches, marking a significant shift from traditional keyword-based searches. Though currently unavailable on some devices, AI Mode’s expansion reflects Google’s response to the increasing popularity of AI-driven search tools. Concurrently, Microsoft introduced its 365 Copilot Search, catering to organizational needs by extracting information from enterprise applications through a conversational interface. This feature is embedded within Microsoft 365 Copilot and supports numerous third-party applications via existing connectors, facilitating seamless user interaction. However, the rise of AI-generated search results may be impacting web traffic, as research indicates users are less likely to click on links accompanying AI summaries. Both tech giants are adapting to the evolving landscape of search, prioritizing enhanced user engagement and functionality.
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