Understanding the search marketing landscape has taken quite some time, and just when we think we’re getting a handle on it, things change again. With the rise of AI-driven tools like Google Overview AI, the way people find and consume information is shifting dramatically.
As a Google user yourself, you’ve probably noticed it. Search results are becoming more personalised, summarised, and to-the-point. Instead of scrolling through a long list of blue links, we’re now served concise answers - instantly and often without needing to click through. Welcome to the new era of search.
Google Overview AI is revolutionising the search experience, offering users concise summaries and direct answers to their queries. This AI-powered feature is changing the way information is presented and consumed online, it's changing years of consumer behaviour and years of marketing strategies all at once.
For marketers, it's a significant change to our everyday. Google Overview AI isn’t just a cosmetic update; it’s fundamentally altering how visibility is earned. If your content isn’t structured to answer specific questions or meet user intent clearly, it risks being bypassed by AI entirely.
Now more than ever, we need to:
Create content that’s clearly structured and easy for AI to process
Focus on natural, conversational language that reflects how people actually search. Imagine behaviour changes to use voice-enabled search; how would someone structure a question in speech?
Dig deeper into audience intent, understanding not just what they search, but why.
This is where SEO is evolving, keywords alone aren’t enough to cut through. Google is increasingly prioritising context, relevance, and useful responses, because AI models are getting better at understanding nuance and intent.
It's not just the tech that’s changing either, user behaviour is evolving alongside it. People are getting used to receiving immediate, relevant answers, without needing to trawl through long blog posts or dense pages.
As marketers, we need to meet that expectation or get left behind. That means leading with value, front-loading important information, and designing content that’s scannable, informative, and optimised for featured snippets and AI summaries.
Yes, it’s a challenge. But it’s also an opportunity! The brands that adapt quickly will not only remain visible, they’ll lead the way in a search experience that’s smarter, faster, and more user-focused than ever before. While another shift in digital marketing is always around the corner, adopting strategies that align with the current environment is essential to stay ahead.
So, while we’re navigating this shift, one thing remains clear: success will come to those who truly understand their audience and are willing to evolve with them. Try out the next generative creative tool you see, read the next AI article you see on LinkedIn and encourage your team to do the same.
So it's clear, the integration of AI into search is reshaping user expectations, and fast. Today’s consumers want personalised, seamless, and relevant experiences across every touchpoint. To remain visible and valuable in this new landscape, consider these points to begin:
Think beyond keywords: Use AI tools to understand the real questions your audience is asking, not just what they’re typing into search bars.
Create content that mirrors natural language: Write the way your audience speaks and searches. Answer questions clearly, early, and with purpose.
Experiment with AI-powered platforms: Use tools like ChatGPT, Google’s Gemini, and Jasper to generate ideas, refine messaging, or even draft content. Always proof your content, and apply that human touch when you need it.
Use your data better: Tap into analytics to personalise experiences, from content recommendations to dynamic headlines that adapt to user behaviour.
Keep learning: Subscribe to AI newsletters, attend webinars, or follow AI-focused thought leaders. Continuous learning is your edge above the market, increasing your knowledge instantly adds value to your business.
Up-skill your team: Equip your marketing team with the tools and training they need to confidently work with AI, from content creation to campaign automation. Keep everyone engaged and excited about what's to come!
AI isn’t slowing down, and your digital strategies should match. The best way to learn is by doing, so stay curious, stay agile, and start testing what AI-driven marketing looks like for your business right away.
Join us on LinkedIn to continue the conversation on all things B2B and marketing; we’ll see you there.
Before the first day, you might also consider leaving a note on your new hire.
