Google AI Overviews use advanced artificial intelligence to create quick, comprehensive summaries of information directly in search results. This essentially reshapes existing SEO strategies. Companies that adapt their content to this format gain a competitive edge and better reach their customers.

What are AI Overviews and why do they matter?

AI Overviews represent a fundamental shift in how Google displays information in search results. Launched in 2023 and initially powered by the PaLM 2 model, the tool compiles summaries from multiple sources and shows them at the top of the results. This profoundly impacts SEO, traffic, and brand visibility, because users get fast, comprehensive answers without needing to click through.

In the Czech Republic, AI Overviews began rolling out in 2024, though more slowly due to a smaller amount of localized content. Even so, Czech companies see this change as an opportunity to increase visibility and marketing efficiency. Globally, Sundar Pichai introduced the feature at Google I/O 2023. Similar technologies are being deployed by search engines like Microsoft Bing and Baidu (a search engine specializing in search in Chinese).

What exactly are AI Overviews

Google is introducing AI Overviews as an extension of its search results. The goal is to provide users with fast and clear answers. The summaries are generated by artificial intelligence based on verified sources, evaluating the relevance and context of the query.

• Automatic summarization – the outputs are not quotations but clear summaries of content across multiple sites.
• Prominent placement above results – AI overviews appear before organic links and often dominate the first impression of the result.
• Powered by the Gemini model – the overviews use Google’s Gemini technology, which combines different data inputs and provides an answer in natural language.

Why should marketers care?

AI Overviews are fundamentally changing how people consume information online. Whereas users used to click individual links, they now often get the answer immediately. This directly affects organic traffic and how content is optimized.

For marketers, the traditional SEO approach is no longer sufficient. The key is to make content structured, trustworthy, and relevant. Only then does it have a chance to be used as the basis for an AI overview. At the same time, this opens space for new content strategies that aim to make a site a cited or summarized source directly in Google’s AI outputs.

How do AI Overviews affect brand visibility?

AI Overviews are changing how users interact with search results, thereby affecting brand visibility. These AI-generated summaries provide instant answers to queries, reducing the need to click on individual links. For brands, this means adapting SEO strategies to remain relevant in the new search environment.

Impact on user behavior and brand visibility

AI Overviews alter the traditional user journey in search by delivering answers directly in the results, which can lead to reduced website traffic. A study by Semrush states that in March 2025, AI overviews appeared for more than 13% of queries, while in January it was just under 7%. This rapid growth confirms that AI Overviews are gaining influence and that it is necessary to adapt to them.

The logic of brand visibility is also changing. While the goal used to be getting to the first results page, it is now crucial for content to become part of the AI overview. This requires highly relevant and trustworthy content that precisely answers user questions and also respects E-E-A-T principles (expertise, experience, authoritativeness, and trustworthiness).

• Changing the user journey – fewer clicks, more information directly in search.
• Visibility opportunities for smaller sites – provided they offer clear, high-quality content.

How to optimize content for AI overviews

Google’s AI Overviews present a new, efficient way to deliver relevant information directly in search results. For content creators and marketers, it is essential to understand how to optimize content so it becomes attractive to these AI overviews. The right optimization can significantly increase visibility and reach, which is crucial in today’s competitive landscape.

Structured and easy-to-read content

Google clearly prefers content that is well structured and easy to scan. Using headings, subheadings, and bullet points helps AI systems quickly understand key information. It is also essential to provide precise, direct answers to specific user questions, as this increases the chances of inclusion in AI overviews. The clearer and more structured the content, the better the chance of prominent placement in search.

Implementing structured data (schema markup) is a necessary step for AI to better interpret a page’s content. Using markup such as FAQPage, HowTo, or Article allows Google to understand context and meaning more accurately than plain text without these tags. This greatly increases the likelihood that content will be included in AI overviews, boosting organic traffic. Without proper structured data, quality content can be overlooked.

Regularly updating content is key to maintaining its relevance and freshness. Google prefers fresh, up-to-date content that reflects the latest trends and information in the field. This means even older articles should be reviewed and updated to remain relevant and interesting to both users and search algorithms. Updates help maintain a competitive advantage and increase the chance of being included in AI overviews.

• Structured content – use headings, subheadings, and bullet points for much better readability and quick comprehension.
• Implement structured data – use schema markup as a key factor to boost the chance of inclusion in AI overviews.
• Regular content updates – ensure ongoing freshness and high relevance for users and search engines.

Marketing potential and strategies for the future

From 2025 onward, AI Overviews are expected to become smarter and more personalized, with deeper integration into digital marketing. The technology will improve not only in summarization accuracy but also in sentiment analysis, evaluating source trustworthiness, and tailoring content to specific users.

Google also plans to increase support for local and smaller markets, which is very important in the Czech Republic because it allows better targeting and increases the competitiveness of local businesses. AI Overviews will also be more connected with other tools, such as voice assistants, augmented reality, and personalized shopping recommendations.

• More personalization – summaries will better match individual user needs thanks to advanced machine learning.
• Better information verification – AI will better distinguish the quality and trustworthiness of sources, improving the reliability of results.
• Integration with multimedia content – overviews will include not only text but also videos, podcasts, and interactive elements.

Impact on the Czech market and opportunities for businesses

The situation in the Czech Republic is favorable, as many companies have already started adapting their websites and content to meet the new requirements of AI-driven search. By 2030, these trends are expected to further strengthen the importance of digital marketing based on quality, structured content.

What are the future trends? Let’s sum it up

• Increase their visibility and authority in the market thanks to better placement in search results.
• Use advanced analytics tools to optimize campaigns and target specific customer segments.
• Gain a competitive advantage by reacting quickly to algorithm changes and leveraging new AI features.

AI Overviews are becoming not only a tool for better search but also a key element of marketing strategies that will profoundly shape how companies communicate with customers in the coming decade.

BONUS: what to read?

If you want to dive deeper into AI in marketing and understand how technologies like AI Overviews are changing the digital world, it’s worth drawing inspiration from proven books. Below is a selection of titles that will help you gain a comprehensive overview of artificial intelligence, SEO, and modern marketing strategies.

• Artificial Intelligence for Marketing: Practical Applications (Jim Sterne) – a practical guide to using artificial intelligence in marketing campaigns.
• SEO 2024: Learn Search Engine Optimization with Smart Internet Marketing Strategies (Adam Clarke) – current strategies for search engine optimization and effective internet marketing.
• Prediction Machines: The Simple Economics of Artificial Intelligence (Ajay Agrawal, Joshua Gans, Avi Goldfarb) – an economic view of AI’s impact on business and decision-making.
• Marketing 5.0: Technology for Humanity (Philip Kotler, Hermawan Kartajaya, Iwan Setiawan) – modern marketing strategies leveraging technology and artificial intelligence.
• Human + Machine: Reimagining Work in the Age of AI (Paul R. Daugherty, H. James Wilson) – how AI is changing the workplace and people’s roles in the digital era.
• Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content (Ann Handley) – a guide to creating quality content suited to modern digital communication.

Useful links:

1. https://en.wikipedia.org/wiki/AI_Overviews
2. https://www.brightedge.com/ai-overviews
3. https://www.botify.com/insight/what-are-google-ai-overviews