AI overviews & AI mode: how Google Search is changing

AI is transforming Google Search in a fundamental way.

With the introduction of AI Overviews and the experimental AI Mode, searching becomes not only faster but also more interactive. Instead of a list of blue links, users now get a summarized answer — often complete with visuals, buying advice, or suggested next steps. For brands, this means visibility is shifting. And with the right SEO and SEA approach, you can act on this immediately.

AI is transforming Google Search in a fundamental way.

What are AI Overviews and AI Mode?

AI Overviews are automatically generated answer blocks at the top of the search results. They summarize complex questions in natural language, sometimes enriched with images, videos, or step-by-step guides. For example, an overview about expected energy prices in 2027. AI Mode goes one step further: users can “talk” to Google. You ask follow-up question after follow-up question and receive increasingly personalized answers. Think ChatGPT, but integrated directly into Google’s results..

What changes for SEO and SEA?

SEA: your ads now appear inside AI results

Ads are now integrated into AI Overviews and the conversational flow within AI Mode. Not as separate banners, but as part of the generated answer. You might see a selection of products or recommendations, including an ad block relevant to the query.

→ This brings new opportunities — but also new rules.
Campaigns with broad targeting (like Shopping, Performance Max, or AI Max) are eligible to appear. Fortunately, we’re already running these for our clients, allowing us to closely monitor how this evolves.

SEO: being “on top” means something different now

Because AI generates the first answer, your brand visibility shifts. Traditional organic rankings are partly replaced by generated content. But AI still relies heavily on trustworthy, high-quality sources.

→ That’s why SEO remains indispensable — the game just changes.
We focus even more on structured data, E-E-A-T (experience, expertise, authority, trustworthiness), and content that genuinely answers questions. Because that’s what fuels the AI.

At the same time, click behavior evolves. Users find answers faster directly in the AI block and don’t always click through to websites. That may result in lower traffic, but the traffic that does click is more qualified: visitors are better informed, more motivated, and further along in their decision process.

In other words: SEO may generate fewer visitors, but those visitors have stronger intent.

Should you be worried?

No — but you do need to be prepared. And that’s where we help. At Fightclub, we closely follow these developments. We participate in beta tests, optimize using real-time performance data, and ensure your brand stays visible inside Google’s new AI layers. Whether you're already using Search, Shopping, or Performance Max: we make sure your campaigns and content are fully optimized for visibility in Google’s new AI environment. We track developments closely, test actively, and adjust wherever needed. So you’re prepared for how search is evolving.

What can you already do today?

Google’s AI transformation isn’t the future — it’s happening now.
If you don’t want to fall behind, these are the actions you can take today:

1. Make your campaigns AI-ready.
With broad match, smart targeting, and tools like AI Max, you’re aligned with how Google detects intent and places ads.

2. Invest in content that truly helps.
AI pulls from reliable, informative sources. Content that answers real questions gets visibility.

3. Work with a partner who looks ahead — like Fightclub.

We turn new possibilities into practical gains. Fast, concrete, and measurable.

Want to explore how your marketing can adapt to these changes?
Schedule a strategy session with Fightclub — we’ll challenge your thinking, refine your approach, and make sure you stay ahead.