Will Google roll out AI Mode in Europe before Black Friday? – AI News – #1 October 2025

The approaching Black Friday 2025 promises to be different from all previous ones. It is no longer just a holiday of promotions but primarily the first-ever “AI Black Friday.” Amid the hectic preparations of the e-commerce sector, a question electrifies SEO and marketing specialists across Europe: will Google decide to implement a full AI Mode in the search engine on the Old Continent right before the year’s sales peak?

This decision carries enormous implications. We remember the chaos caused by the introduction of AI Overviews, which changed the search results landscape and forced many companies to immediately revise their strategies. The introduction of AI Mode – a much more advanced solution – during such a critical period could be both a revolution and a huge risk.

Across the ocean, Google is already actively encouraging retailers to use AI tools, arguing that the shopping season is extending from October all the way through January. The company points to changes in consumer behavior – impulsive purchases are decreasing, while shoppers are becoming more calculating and spend longer researching information. In response, Google promotes its solutions such as AI Overviews and AI Max campaigns designed to help brands reach buyers at the early stages of product discovery.

This is a clear signal that the tech giant regards AI as a very important tool in shaping the future of e-commerce. However, the rushed rollout of AI Overviews in the USA also demonstrated that even Google cannot avoid mistakes, which might encourage greater caution when expanding into new, sensitive markets like the European Union.

This year’s Black Friday is defined by two powerful, yet conflicting forces: on one hand, cautious consumers who meticulously plan their spending, and on the other, brands equipped with unprecedented AI tools for personalization and targeting. This clash means old strategies relying solely on mass discounts are no longer enough.

The stakes are higher than ever. Customers themselves are beginning to use AI as personal shopping assistants. Research shows that 54% of consumers plan to use AI tools this holiday season to compare prices, search for products, and summarize reviews. This means the question is not “if,” but “how” AI will impact sales results. Brands that fail to appear in AI-generated responses will become virtually invisible to a growing group of customers.

Considering all factors, Google’s decision to roll out AI Mode before Black Friday in Europe is charged with both great temptation and risk.

Market pressure is enormous. AI is already deeply integrated with many leading e-commerce platforms, such as Meta and Shopify. Google, wanting to maintain its dominant position, might feel the need to accelerate implementation to fully leverage the potential of the year’s most important sales period. This would be the ultimate proof that the company leads innovation.

On the other hand, trust from both users and businesses is at stake. Launching an underdeveloped feature when online stores fight for every penny could have catastrophic consequences. We are already witnessing a “crisis of authenticity” – consumers trust online content less and less, and high-profile mishaps by well-known brands that abused generative AI only amplify this distrust. Google may conclude that the risk of another controversial rollout is simply too high.

Whether AI Mode appears in Europe in the coming weeks or months, one thing is certain: the AI revolution has already begun. The winners of Black Friday 2025 will not be the brands with the “most” AI, but those who have implemented it in the most thoughtful way.

Brands must already ensure that their product information, descriptions, and reviews are comprehensive, structured, and easy to interpret by AI systems. All this to appear in recommendations generated by tools consumers already use – from Google, through ChatGPT, to Perplexity.

The most effective companies use AI to streamline internal processes: data analysis, market research, and testing email headlines. However, final creativity, strategy, and communication with customers should remain in the hands of people who best understand the nuances and values of the brand.

In a world flooded with AI-generated content, authenticity becomes the most valuable currency. The most trusted voice is that of another customer. Therefore, highlighting genuine opinions, reviews, and user-generated content (UGC) will be very important. It is also worth considering cooperation with micro-influencers whose recommendations are perceived as more credible.

Will AI Mode debut in Europe before Black Friday? No one knows. However, this uncertainty is, in fact, an opportunity. It forces us to reflect and think strategically about the future. Regardless of Google’s decision, this holiday season will be a testing ground for AI strategies. Brands that approach this challenge thoughtfully, building their strategy on authenticity, data, and smart support of human creativity, will not only win this year’s Black Friday but also lay the foundation for sustainable growth in the AI era that has already begun. Want to know how the situation develops? Follow it with us by subscribing to Delante’s newsletter!

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