What are AI Overviews and AI Mode?

AI Overviews are automatically generated answer blocks shown at the top of the search results. They summarize complex questions in natural language, sometimes including images, videos or step-by-step guides. For example, a summary of expected energy prices in 2027.

AI Mode takes it a step further: it allows you to 'chat' with Google. You can ask follow-up questions and receive increasingly personalized answers. Think ChatGPT, but built directly into the search results.

What’s changing for SEO and SEA?

SEA: your ads now appear in AI-generated results

Ads are now integrated into AI Overviews and AI Mode conversations. Not as separate banners, but as part of the answer. For example, users may see a curated selection of products or recommendations, including an ad block that is relevant to their query.

This creates new opportunities, but also introduces new rules. Campaigns with broad targeting such as Shopping, Performance Max or AI Max are now eligible. We already run these campaigns for our clients and are monitoring the changes closely.

SEO: being at the top now means something different

As AI starts generating the first answers, your brand visibility shifts. Traditional organic positions are partly replaced by AI-generated content. However, AI still uses information from existing and trustworthy sources.

That is why SEO remains essential. The rules of the game are simply changing. We now focus even more on structured data, E E A T (experience, expertise, authority and trustworthiness), and content that truly answers user questions. That is what feeds the AI.

At the same time, user click behavior is changing. People find answers faster directly within the AI block and do not always click through to websites. That may lead to less traffic, but the visitors who do click are often more relevant. They are better informed, more motivated and further along in their decision-making process.

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

Should you be worried?

No, but you do need to be prepared. And that is where we come in.

At Fightclub, we follow these developments closely. We take part in beta tests, optimize based on real-time performance data and make sure your brand remains visible within Google's new AI layers.

Whether you are already using Search, Shopping or Performance Max, we make sure your campaigns and content are fully optimized to stay visible in this new AI-driven environment. We keep track of the changes, test actively and adjust where needed so you are ready for the future of search.

What can you do today?

The AI shift within Google Search is not a distant future. It is happening now. If you want to stay ahead, these are the steps you can take today:

• Make sure your campaigns are AI ready. With broad match, smart targeting and tools like AI Max, you are prepared for how Google understands search intent and places ads.

• Invest in content that truly helps. AI uses input from reliable and informative sources. Content that provides real answers gets visibility.

• Work with a partner who thinks ahead, like Fightclub. We turn new possibilities into practical results. Fast, clear and measurable.

Want to discuss how your marketing can adapt to these changes? Plan a strategy session with Fightclub. We will think along with you, challenge your approach and make sure you stay ahead.