Navigating Google’s AI mode and overviews in today's AI search landscape
Google has officially split search into two AI-powered modes: AI Overviews, which summarise results, and the conversation‑based AI Mode. This change, announced on 3 August 2025, is rolling out more broadly across markets, including the UK, and marks one of the most significant shifts in how search visibility works in years.
If your visibility playbook still revolves around ranking #1 in traditional blue links, the game has changed — and quickly.
Why This Matters for Marketers
Zero‑click visibility has increased dramatically. AI-generated Overviews now answer many user queries directly within the search results, reducing the need for users to click through to a website. Google is also monetising these AI experiences, with sponsored ads now appearing within both Overviews and AI Mode. This change alters how impressions, conversions, and engagement are tracked, making it harder to measure impact using old metrics.
The more fundamental shift is that ranking is no longer enough. Brands that the AI cites or surfaces in its summaries are gaining visibility even without clicks, meaning brand authority and credibility are becoming as important as — if not more important than — traditional SEO positioning.
How to Adapt Your Strategy Now
The first step is to prioritise citation and answer‑focused content. This is part of an emerging discipline called Generative Engine Optimisation (GEO) — creating content that is structured, clear, and authoritative so AI systems can easily understand and reference it.
Next, you need to strengthen your E‑E‑A‑T signals: Experience, Expertise, Authoritativeness, and Trustworthiness. Assign named authors with sector credibility, showcase case studies, and provide data‑driven insights that demonstrate your authority in your space. Content that feels like it came from a credible source is more likely to be referenced in AI outputs.
Your strategy should also include intent‑rich, AI‑friendly content. That means focusing less on exact‑match keywords and more on direct answers to specific queries, structured with headers, FAQ schema, and language that reflects how users now ask questions in AI Mode and Overviews.
Finally, don’t limit visibility to your own website. AI draws from multiple sources, so your brand needs a strong external footprint. That includes thought leadership articles on industry platforms, optimised partner and marketplace listings, and backlinks from authoritative domains in your sector.
Integrating Paid Visibility
With Google blending sponsored ads into AI Mode’s conversational outputs, paid search must now adapt to this new format. That means shifting from purely keyword‑based targeting to conversational and intent‑based targeting, ensuring ad messaging integrates naturally with AI responses rather than standing apart from them.
Sector Examples in Action
In Automotive, a user might ask, “What’s better, SUV X or SUV Y?” If your content includes credible, data‑backed comparisons, you could be cited in the AI Overview — putting you in front of the user before they ever visit a dealer site.
In eCommerce, AI Mode queries like “Show me sustainable pet food brands under £30” reward brands that have well‑structured, detailed product guides optimised for AI comprehension.
In Leisure & Hospitality, localised, conversational content such as “family-friendly hotels near Manchester with afternoon activities” becomes essential for being surfaced in AI‑powered local recommendations.
The Strategic Imperative
Google’s AI‑driven search modes mark a shift from search rankings to search authority. Brands must now measure success by their ability to be cited and featured within AI responses, not just clicked in traditional SERPs. This requires a dual approach: maintaining strong SEO fundamentals while actively optimising for AI visibility across multiple touchpoints.
At Brand Twelve, we’re already helping Automotive, eCommerce, leisure, and hospitality brands redesign their content and paid strategies for both AI Overviews and AI Mode. Those who adapt now will lead the next wave of discovery, not chase it.