AI Overviews: Transforming Global Search and Business Strategies

Google’s rollout of AI Overviews represents a pivotal shift in the digital ecosystem, fundamentally altering how users interact with search results. By presenting quick, AI-generated answers directly within the search interface, Google aims to streamline access to information. However, this innovation carries profound implications for businesses worldwide, particularly in terms of visibility and traffic.

What Are AI Overviews?

AI Overviews are concise, summarised responses generated by Google’s AI models, appearing prominently in search results. Originally launched under the Search Generative Experience (SGE), they aim to answer queries directly, pulling from a variety of online sources without requiring the user to click through to a website. For companies that rely heavily on organic search traffic, this means users may find answers before ever visiting a brand’s site.

The Global Impact on Click-Through Rates

Studies reveal a clear trend: AI Overviews are reducing click-through rates (CTR) across industries and regions.

• According to Ahrefs, the top organic result for queries with AI Overviews receives 34.5% fewer clicks than for similar queries without AI content.
• Amsive’s analysis of over 700,000 keywords showed an average CTR decline of 15.49% in the presence of AI Overviews, with non-branded keywords experiencing drops of up to 20%.

This disruption affects businesses of all sizes — from local SMEs to international brands — as fewer searchers are clicking beyond Google’s initial AI summary.

Business Implications for Global Brands

Whether your business is based in London, Los Angeles, or Lagos, AI Overviews are reshaping digital marketing strategies. Several sectors are feeling the pressure:

• Media & Publishing: Major publishers have seen declining referral traffic as AI Overviews summarise their content without clicks.
• EdTech & Online Services: Global education platforms like Chegg reported significant drops in both traffic and revenue, attributing losses to Google’s AI-driven search.

If your company operates across markets, optimising for international visibility becomes even more critical. For a tailored approach to cross-border digital presence, explore our International SEO Services.

Adapting to the New Reality with GEO

To stay competitive, marketers are pivoting from traditional SEO to Generative Engine Optimisation (GEO) — a strategic approach focused on being included in AI-generated content. Key practices include:

• Structured Content: Clearly formatted, trustworthy content increases your chance of being cited in AI Overviews. Focus on creating well-organised content using clear headings, subheadings, bullet points, and lists. Ensure your information is accurate, comprehensive, and easily digestible by AI.
• Entity and Brand Recognition: Strong brand signals help Google identify and feature your business. Strengthen your brand presence through consistent NAP (Name, Address, Phone number) citations, authoritative backlinks, and positive brand mentions across the web.
• Data Markup: Adding schema.org and structured data helps AI models understand and display your content effectively. Implement relevant schema.org markup to provide explicit context about your content to search engines, making it easier for AI to understand and utilise key information.

Whether you’re in B2B or B2C, GEO is becoming a vital part of the digital playbook and the prediction is that strategies need to adapt quickly to avoid losses.

The Way Forward

AI Overviews are here to stay, and they are rewriting the rules of visibility in search. For international and UK-based companies alike, the emphasis must now shift toward high-quality, structured content, strong brand presence, and technical optimisation. By staying proactive and adaptive, businesses can secure a position not just in search results, but in the AI-driven experiences of tomorrow. If you’re ready to evolve your search strategy for the AI era, talk to us, we are ready to be your partner in this new era of forward-thinking digital.