Google’s AI Update Is Already Live in the US – Here’s What UK Brands Need to Do Now

Search is changing. Not next year—right now.

AI isn’t just reshaping how people find information. It’s ripping up the rulebook and redefining what visibility means.

At Google I/O 2025, the message was crystal clear: search as we know it is evolving, and it’s happening quickly. In the US, these updates are already live. But here in the UK? We’ve still got a critical window of time. The chance to get ahead before it fully rolls out.

Most UK businesses don’t realise it yet, but you’re here, so you do!

We’ve been stress-testing these changes across our client accounts to understand exactly how they’ll land when AI completely upends Google search in the UK. Want to know how your business stacks up? Book a strategy session with our marketing team. 

What’s coming and why you should care

1. Your current SEO strategy is living on borrowed time.

Google’s new Deep Search is designed to handle multi-step, highly contextual queries. It doesn’t rely on individual keywords anymore. That means traditional SEO tactics are about to hit a wall.

The winners? Businesses already building topic-level authority and content ecosystems designed for AI. Because we stay ahead of the game, we’ve aligned client strategies with this line of thought over the past year.

2. AI Overviews are creating a new kind of ad space.

Google is embedding sponsored content directly inside AI-generated answers. This is premium placement that bypasses traditional ads, and it’s likely to completely reshape how users engage.

If your content isn’t AI-friendly, you won’t be seen. But if it is? You’ll be one of the few early movers in the UK already primed to own this space.

3. Product discovery is evolving… Fast.

AI Shopping Partners now offer virtual try-ons, smart suggestions, and visual search that sidestep the old browsing journey entirely. If your product data and imagery aren’t built for AI, your customers will be less likely to see you.

4. A two-speed internet is here.

Google’s $250/month AI Ultra subscription is giving deep-pocketed US businesses access to experimental tools and insights months before the public.

But here’s the edge: UK companies can observe what’s working, prepare properly, and launch smarter when the time comes. No guesswork. No panic.

The kicker?

Google CEO Sundar Pichai confirmed that AI Overviews are already driving over 10% growth in search activity. More searches. More competition. But with that comes more opportunity, at least for those who are prepared

So, what’s your move?

You’ve got an advantage most businesses don’t: time.

You know what’s coming. You know how fast it’s arriving. Now’s the moment to get everything in place before the landscape shifts for good.

At Hush Digital, we’re already helping UK businesses gain visibility inside AI-generated search results. We’re not waiting for the rollout, we’re building for it, we’re constantly adjusting marketing strategies to align with shifts in digital marketing, and we want to help you be at the forefront of what’s coming, now.

Book a strategy session now and let’s put your business in pole position for the next evolution of search.