Contents
What?
Google has published research data on the impact of its AI Overviews on how users use its search engine and shop online. According to the latest BrightEdge study, it's starting to dominate the product discovery and comparison phases, but it's not completely replacing traditional search at the point of purchase.
Why?
Google AI Overviews are gradually changing the way users search for information, but traditional search results still generate the most sales. Therefore, brands operating in the digital world should ensure visibility in both the educational and sales spaces, supporting customers in product discovery and guiding them to purchase at key moments in the shopping journey.
Who is it for?
Digital businesses, marketers, content creators, and SEO specialists who want to understand how their websites' visibility is changing in Google search results.
Background:
Google is conducting extensive testing of AI Overviews, examining their impact on user behavior. Preliminary data shows that users are more likely to use AI Overviews when they need information, but more likely to use search when they want to make a final purchase.
How do AI Overviews influence purchasing decisions?
BrightEdge's latest analysis shows that AI reviews in Google Search are primarily informational, not sales-driven. The study, covering thousands of online commerce keywords (September 1st to October 15th), found that AI-generated responses primarily appear in research and comparison queries, while purchase-related phrases still dominate traditional search results.
New consumer behavior in the digital world
Google research indicates that users are increasingly using AI Overviews as a tool for quickly verifying reviews and product information. Interestingly, clicks on organic and paid results may be decreasing , but trust in recommendations based on generative data is increasing.
What does this mean for brands and online stores?
AI Overviews introduce a new way of interacting with users and content. Online stores must now consider not only classic SEO but also how their products can be cited or recommended within AI responses. This means the growing importance of structured data, product descriptions, and quality content , which allow the algorithm to better understand the offer.
Changing your search engine visibility strategy
SEO specialists emphasize that companies should focus on optimizing content for natural language and user questions. AI Overviews leverages content from trusted sources, so brands must build authority through expert publications, reviews, and product data. This is a new era of SEO , where context, not just keywords, matters.
How can companies use AI Overviews?
Companies operating in the digital world can approach this phenomenon strategically. It's worth analyzing how AI presents brand-specific content and testing various data formats—e.g., FAQs, expert articles, product guides. Furthermore, integration with Google tools like Merchant Center and Search Console is crucial for controlling how information is displayed.
- Create content that answers specific user questions.
- Use structured data (schema.org) for products and reviews.
- Monitor the visibility of phrases that can generate AI summaries.
- Build expertise and trust through valuable content.
What impact could AI Overviews have on the future of the digital world?
The development of AI in search signals that Google is shifting its focus from traditional search results to interactive experiences. For the digital world, this presents both challenges to brand visibility and new opportunities to reach customers. Companies that learn to work with generative algorithms will gain an advantage in competing for user attention.
AI Overviews FAQ – Frequently Asked Questions and Answers
What are Google AI Overviews?
This is a Google search engine feature that uses artificial intelligence to generate summaries and recommendations based on multiple sources simultaneously.
Do AI Overviews impact organic results?
Yes, it changes the way users interact with results – some traffic may be retained within the search results page.
How can brands prepare for AI Overviews?
By creating high-quality content, using structured data and analyzing visibility in Search Console.
Does AI Overviews support Shopping Ads?
Not directly, but Google is experimenting with integrating AI recommendations into shopping ads.
How does AI Overviews affect conversions?
It can shorten the user's decision-making process, leading to faster purchases without the need for lengthy page searches.
What are the benefits for users?
Faster access to information, product recommendations, and less clicking between pages.
Can companies influence the content of AI summaries?
Indirectly – through the quality and structure of published content and building domain authority.
How to monitor presence in AI Overviews?
It is worth tracking data in Google Search Console and observing changes in CTR and organic traffic.
Will AI Overviews replace classic SEO?
No, but it will significantly transform it, placing greater emphasis on contextual content and trusted sources.
Want to learn more?
Write to us and learn how to adapt your online store strategy to the changes introduced by Google AI.
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Kornelia Makowska
e-commerce specialist
A marketing and management expert specializing in digital marketing and e-commerce, she has extensive experience managing online stores, developing online sales, and building brand presence in digital channels. She effectively creates and implements comprehensive marketing strategies, focusing on optimizing sales activities, increasing conversions, and long-term brand image enhancement. She combines expertise with a practical approach based on data analysis and insight into the latest market trends.
