Google’s Shift to AI Overviews
AI Overview has become the new face of Google Search, but this shift didn’t happen overnight. Back in 2023, Google introduced its Search Generative Experience (SGE), an experimental AI powered interface inside Search Labs.
SGE placed AI generated summaries above the familiar blue links, included images and product carousels, and even invited users to “ask a follow-up.” It was a test environment, a glimpse of where search was headed. By May 2024, SGE evolved into the permanent feature we now know as AI Overview, announced at Google I/O (innovation in the open). Today, AI Overviews provide quick, AI generated answers at the very top of results, with clickable sources, and they’re reshaping how businesses are discovered online. I first wrote about this shift back in 2023 in this article on Google’s Search Generative Experience (SGE).
Today, those early signals are mainstream, and the industry is finally paying attention. As specialists in AI Search Visibility, we see this change as both a challenge and a growth opportunity for businesses.
For decades, search was dominated by the familiar 10 blue links, a ranked list of websites on page one. Now, Google is surfacing AI Overviews at the top of results. These AI generated answers pull from multiple sources and provide users with direct, instant responses. In early 2025, Reuters reported that Google even tested an AI only search mode, removing traditional links altogether and replacing them with summaries plus follow up prompts.
Meanwhile, publishers are pushing back. In September 2025, Penske Media, owner of Rolling Stone, Billboard, and Variety sued Google, claiming AI Overviews reduce referral traffic and repurpose journalism without consent.
What Are AI Overviews?
AI Overviews (sometimes referred to as AI summaries) are Google’s generative answers, displayed above organic results. Instead of sending users to websites, Google provides a condensed response created by its models, often citing a few sources inline.
Research from Pew shows the impact clearly.
- Only 8% of visits result in a click to a website compared with ~15% when no overview is present.
- Only about 1% of visits lead to a click on a link inside the AI Overview.
- Sessions with an overview are more likely to end without further browsing (26% vs 16%).
For businesses, this means visibility is no longer just about being one of the 10 blue links. It’s about being cited in the AI Overview itself. Remember, these are signals and those values keep changing as more research is being carried out.
The End of 10 Blue Links and Why Search Is Changing
The 10 blue links aren’t gone completely, but their dominance is fading. Google is reimagining search to deliver fast, conversational answers rather than long lists of links.
The Reuters report on Google’s AI only mode signals that the company is actively testing results pages that don’t rely on links at all. At the same time, lawsuits like Penske’s highlight how disruptive this is for publishers reliant on link driven traffic.
For businesses, the lesson is clear, that clinging to the 10 blue links alone is no longer a viable strategy.
What This Means for Businesses
The visibility battle has shifted. Businesses that want to grow must focus not just on rankings but on authority within answers.
- If you’re cited in an AI Overview, you gain visibility, credibility, and brand recognition at the exact moment of search.
- If you’re not cited, you risk becoming invisible even if your site ranks well in classic SEO.
Clicks are no longer the only currency. Trust inside the answer is now just as valuable. (We have purposefully highlighted this.)
At New Media Ghost, we work with clients across sectors, from professional services to tech firms in order to adapt their content so it surfaces where customers are actually looking.
Many businesses don’t have the time or in house expertise to restructure content for AI search. That’s why we created our Visibility Content Package, where we take your existing content, optimise it for AI Overviews, voice, and search, and give it back to you ready to upload. It’s simple, effective, and built for the way people search today.
AI Overviews vs SEO and How They Work Together
Some fear AI Overviews will replace SEO. That isn’t the case, well not at the time of writing this. SEO remains critical, but it now plays a different role. It is the foundation that feeds AI generated answers.
Strong, authoritative SEO content is more likely to be cited in AI Overviews. The winning formula is….
Together, these improve visibility across:
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Traditional search rankings (SEO) are classic organic listings.
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Answer engines & AI answer surfaces (AEO) e.g Google AI Overviews, Bing/Copilot answers, Perplexity quick answers, voice results.
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Generative/chat engines (GEO) examples include ChatGPT, Perplexity, and other generative interfaces that synthesize sources.
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Machine parsing & voice (AIO) provide clearer entities/structure for LLMs, rich results, and natural voice responses.
This integrated approach is central to New Media Ghost’s AI Search Visibility service.
Future Visibility Strategies (AIO, GEO, AEO)
To stay ahead, businesses need strategies that go beyond SEO. If you want to go deeper into how AEO, AIO, and GEO work together to future proof your visibility, we’re creating a Future Visibility Strategies guide. It’s not ready just yet, but it will land straight in your inbox as soon as it’s live. Our email list only reaches you when we have something important to share, so if you want early access, join the updates here.
How to Optimise for AI Overviews (Practical Tips)
- Use Q&A format
- Add schema markup
- Optimise for voice
- Strengthen authority signals
- Track visibility
FAQs
Are AI Overviews replacing SEO?
No. SEO remains critical, but AI Overviews mean SEO must now work alongside AEO, AIO, and GEO.
Do AI Overviews reduce website traffic?
Yes. Pew found clickthrough drops from -15% to 8% when overviews are shown.
Can my business appear in AI Overviews without ranking first?
Sometimes but most citations come from authoritative, well optimised content.
How do I know if my brand is cited in AI Overviews?
Follow us and we will show you how to run manual checks. As of posting this in September 2025, there are no definitive and great sources out there yet.
Be the Source Inside the Answer
The 10 blue links era is fading. AI Overviews are reshaping search, reducing clicks, and shifting visibility toward answer driven results. We help businesses by combining SEO, AEO, AIO, and GEO so they appear where customers are looking, whether that’s Google AI Overviews, voice assistants, Bing/Copilot, or generative platforms like ChatGPT and Perplexity.
Join the Zero Click Authority App waitlist today to gain visibility across Google, ChatGPT, and beyond.
This article was written by Kiki Choda, founder of New Media Ghost, an AI marketing agency specialising in AI Search Visibility, content strategy, and personal branding. Kiki is also a recognised speaker and commentator on the future of search.
Need it done for you? The Visibility Content Package means we optimise your content for Google AI Overviews, search, and voice, and deliver it back ready to publish. Perfect if you don’t have time to do it yourself. Get in touch and be the answer!