When Google rolled out AI Overviews across Search, it wasn’t just another algorithm update—it marked a fundamental shift in how users interact with information online. For marketers and SEO professionals, this evolution signals a new era: one where traditional blue links are no longer the primary gateway to visibility.
AI Overviews now summarise information directly in the search results, pulling from a variety of sources to answer user queries in natural language. This means that if your brand isn’t appearing in these AI-generated summaries, you’re effectively invisible to a growing segment of searchers.
Welcome to the age of Answer Engine Optimisation (AEO)—and Google’s latest move makes it more urgent than ever.
Why AI Overviews Matter for Your Brand
AI Overviews are changing the rules of visibility. Instead of relying on users to click through to your site, Google’s AI may now surface your content—or your competitor’s—directly in the answer. This has major implications for traffic, brand authority, and discoverability.
Here’s what you need to know:
1. AI Overviews Prioritise Context Over Keywords
Traditional SEO has long been about optimising for specific keywords. But AI Overviews work differently. They synthesise information from multiple sources to provide a concise, contextual response. That means:
- Content must be structured to answer specific, high-intent questions clearly and accurately.
- Authority and topical relevance matter more than ever.
- Pages that provide comprehensive, well-organised information are more likely to be cited.
If your content isn’t optimised for how AI models interpret and summarise information, you risk being left out of the conversation entirely.
2. Visibility Is No Longer Just About Rankings
In the AI Overview world, being on page one isn’t enough. You need to be in the answer.
This shift means that:
- Brands must monitor not just where they rank, but how they appear in AI-generated responses.
- Competitor benchmarking becomes critical—if your rival is consistently featured in Overviews and you’re not, that’s a visibility gap with real business impact.
- Traditional SEO tools don’t provide insight into AI-generated visibility. You need platforms purpose-built for AEO.
3. AEO Requires a New Content Strategy
To succeed in this new environment, your content strategy needs to evolve. That includes:
- Creating content that directly addresses common user questions in your niche.
- Structuring pages with clear headings, concise answers, and schema markup where relevant.
- Regularly auditing your brand’s presence across AI platforms like Google, ChatGPT, Gemini, and Perplexity.
With AI Overviews becoming a dominant feature in search, optimising for them is no longer optional—it’s essential.
Final Thoughts: Adapt or Be Overlooked
Google’s AI Overviews are a wake-up call for digital brands. As AI continues to reshape how users find and consume information, visibility in AI-generated answers will become a key competitive advantage.
The brands that win in 2025 will be those that embrace Answer Engine Optimisation—not just as a tactic, but as a core part of their digital strategy.
Are you ready to take control of how your brand appears in AI-generated answers?
Promina helps you monitor, measure, and improve your brand’s visibility across AI platforms like ChatGPT, Gemini, Claude, and Perplexity. Learn more at https://promina.ai and start a free trial.