What are AI overviews and AI mode?

AI overviews are automatically generated answer blocks at the top of search results. They summarize complex questions in natural language, sometimes with images, videos, or step-by-step guides. As in this example about the expected energy prices in 2027.

AI mode goes one step further: in this mode, you 'talk' with Google as a user. You ask follow-up question after follow-up question, and receive increasingly personalized answers. Think of ChatGPT, but directly integrated into the search results.

What changes for SEO and SEA?

SEA: your ads now appear in the AI results

Advertisements are now integrated into AI overviews and in the conversation of the AI mode. Not as separate banners, but as part of the answer. For example, you see a selection of products or recommendations, including an ad block relevant to the question.

→ This means that you have new opportunities, but also new rules. Campaigns with broad targeting (such as Shopping, Performance Max, or AI Max) are eligible. Fortunately, we already have these running for our clients and keep a close eye on developments.

SEO: being at the top means something different

As AI generates the first answers, your brand visibility shifts. Classic organic positions are partially replaced by generated content. But: AI still draws this information from existing, reliable 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, and reliability), and content that genuinely answers questions. Because that feeds the AI.

At the same time, a new dynamic in click behavior emerges. Users find their answers directly in the AI block faster and do not always click through to websites anymore. This may lead to less traffic, but the traffic that does click through is often more relevant: visitors are better informed, more motivated, and further along in their decision-making process.

In other words: SEO may result in fewer visitors, but visitors with higher intent.

Should you be worried?

No. But you should be prepared. And we're here to help.

At Fightclub, we closely follow these developments. We participate in beta versions, optimize based on real-time performance data, and ensure that your brand remains visible, even in Google's new AI layers.

Whether you are already working with Search, Shopping, or Performance Max: we ensure your campaigns and content are optimally set up to remain visible in Google's new AI layer. We closely monitor developments, actively participate in tests, and adjust as necessary. So you're prepared for how search is changing.

What can you do now?

The AI innovation within Google Search is not a distant future: it is happening now. If you don't want to lag behind, 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 detects search intents and places ads.

• Invest in content that truly helps. AI derives its input from reliable and informative sources. Content that provides answers comes into view.

• Work with a forward-thinking partner like Fightclub. We translate new possibilities into practical gains. Quickly, concretely, and measurably.

Want to brainstorm about how your marketing adapts to these changes? Schedule a strategy session with Fightclub: we think along with you, assess sharply, and ensure you don't fall behind.