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More and more users rely on LLMs (like ChatGPT) to get quick answers. Google is moving in the same direction: with AI Overviews, most of the information you’re looking for now appears directly in the SERP, without the need to click through to other links.
With the upcoming launch of AI Mode into Google Search, the landscape is about to shift once again. And for anyone promoting their presence online, the question is simple but crucial: what’s the best strategy when AI gives the first answer? Let’s find out.
A quick recap about Google’s AI Overviews
AI Overviews are answers generated by Google’s AI model, displayed at the top of the SERP (and beyond) for certain queries. Unlike the old “position zero” results, they don’t just extract a fixed snippet from a single source – instead, they build a synthesized response by pulling information from multiple contents, aiming to anticipate the user’s intent.
These snippets appear mostly for informational and commercial queries (generally non-branded), such as “how does salary-backed lending work”, “best smartphone under 300 euros”, or “what’s the difference between probiotics and prebiotics”.
The content used to generate these AI responses is drawn from a mix of web pages and company sites, articles from authoritative publishers, online forums, photos/videos and large-scale training datasets (which Google claims to filter for quality sources).
In Italy, AI Overviews have been active since March 2024, as part of the global rollout of Google’s SGE program. For users who don’t want to see AI-generated answers, there’s a little-known trick: adding “-ai” at the end of the query shows the “classic” SERP.
How did we get to AI-generated answers?
First with social media, then with generative AI: compared to traditional link-based searches, the way people look for information online has evolved toward faster, more synthesized models. More and more often, users want a clear, ready-made answer without scrolling through dozens of pages or endless articles. Google’s AI Overviews were designed precisely for this – to deliver a quick, useful summary directly in the SERP.
But convenience comes at a cost. According to a research from Exploding Topics, more than 80% of regular generative AI users express doubts about the reliability of the information they receive (yet fewer than 10% actually take the time to fact-check it).
But the reason AI Overviews aren’t always reliable is technical, not ethical: language models don’t “understand” content the way humans do. LLMs generate answers based on associations between concepts (known as entities), without always grasping the authority of a source, the context in which information arises, or its validity over time.
From the very first months in the US, the launch of AI Overviews proved problematic: glaring mistakes captured public attention and sparked widespread debate. In response Google has accelerated work on its AI models and algorithms, with the goal of minimizing distortions and providing answers that are increasingly accurate and safe.
The impact of AI Overviews on websites’ traffic
Measuring the real impact of AI Overviews on organic traffic isn’t easy: even with the best tracking tools, there’s currently no precise way to separate searches with generative answers from those without (in Search Console, the data remains aggregated).
Still, according to an in-depth analysis by Ahrefs, the introduction of AI Overviews has significantly reduced both the number of clicks and the click-through rate on organic results. In some cases, web pages ranking in the top position actually receive less traffic than when they were ranked lower, but without an AI Overview above them.
This phenomenon has been dubbed the “Great Decoupling”: organic impressions increase, average SERP position improves… yet clicks and CTR steadily decline. A widening gap between visibility and actual traffic, which is becoming the new normal.
At the same time, the SEO community is talking about “zero-click searches”: queries where users find what they need directly on the SERP, without feeling the need to explore further. In such a landscape, simply “being visible” is no longer enough.
Is everything lost, or the beginning of a new phase?
One thing is clear: despite all the changes taking place, online searches keep growing. Numbers don’t lie: Google remains the global reference point among many different search engines, with more than 8 billion searches performed on the platform every single day.
SEO isn’t dying: it’s simply evolving, once again, in step with user behavior – and, as a result, with the logic of search engines.
Today, anyone who chooses to build a presence online, whether as a brand or as an individual, must embrace a complex reality: visibility is spread across all digital channels. Websites, social media, forums, newsletters, apps, language models like ChatGPT, Gemini or Perplexity – every space matters, every touchpoint plays a role in the user’s decision-making process.
But simply “being there” is not enough. What’s needed is a strong, consistent, recognizable and truly distinctive presence. A brand able to generate trust, interest, authority, conversations and sharing – relevant not only to algorithms, but above all to people.
In a world where AI can do almost everything (but often in a mediocre way), the real difference lies in the quality of communication. To stand out, you need an integrated marketing strategy and the support of professionals who can turn complexity into value.
Antartika’s Integreation Marketing method
The speed at which platforms and algorithms evolve demands a new approach: one that combines strategic thinking, technological expertise and a holistic perspective.
That’s why at Antartika we developed the Integreation Method: a framework that starts with defining objectives, project specifications, planning and budget, and then coordinates a unified presence across all digital platforms.
Integreation Marketing means working on websites and SEO, social media and advertising, Analytics and CRM data as part of a single, in-depth system designed to function smoothly, measurably and consistently.
To achieve real, tangible results, we use a wide range of digital tools, including artificial intelligence technologies. But we also know that no AI can replace the critical vision, strategic thinking and sensitivity of a human team.
Every project is a complex ecosystem that requires the right balance between data and relationships. That’s why the heart of our work remains guided by people: professionals who understand the market, the platforms, the clients’ challenges – and who know how to use technology to create value, not just to speed things up or oversimplify.
If you’re looking for a partner who can bring all these elements together, we’re ready to work with you to shape your goals. Get in touch to schedule an initial meeting!
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