The digital landscape is undergoing a significant transformation, driven by the increasing prevalence of artificial intelligence (AI) in how users seek and absorb information. While Google maintains its commanding lead in the UK search engine market with a substantial 93% share, the burgeoning influence of AI signals a notable shift.

A New Era of Search Results

Despite current UK consumer adoption of AI for search hovering around 15%, Google’s introduction of AI Overviews in May 2024 marks a bold move with the potential to reshape the search environment.

These AI-generated summaries, prominently displayed at the top of Google’s search results, mark a significant shift in how information is delivered. By synthesising insights from a range of online sources, AI Overviews provide users with immediate, comprehensive answers to their queries, along with links for those seeking further exploration.

Think of it as a version of ChatGPT designed for expert overviews, offering a conversational, text-based response, potentially enhanced with relevant visuals, all without the need to navigate through multiple websites.

Are AI Overviews a Disruptor?

For years, digital marketing teams have diligently strived for that coveted first-page ranking on Google. The established model centred on strategically targeting keywords to ensure content visibility in search results.

However, AI Overviews introduce a potentially disruptive element. Rather than simply recommending well-ranking articles, Google’s AI model analyses top results to generate concise paragraphs that directly address the user’s query.

This departure from the traditional ranking paradigm could understandably trigger concerns within the digital marketing community. If Google effectively answers a user’s query directly within the search results, the incentive to click through to individual websites might diminish, potentially impacting organic traffic – the lifeblood of many online businesses.

What does this mean for the PR Industry?

Initial observations suggest that AI Overviews appear in approximately 21% of all search results, indicating that this AI-driven search functionality is still developing. However, the rapid evolution of AI means the public relations industry must proactively adapt to Google’s AI Overviews, which present both challenges and opportunities.

PR strategies have often focused driving traffic to websites and content pages. With AI Overviews frequently offering sufficient information at a glance, users may no longer need to visit your site for answers. This shift could lead to a potential reduction in organic website traffic, particularly for content primarily serving an informational purpose.

While AI Overviews may decrease website clicks, they also provide a unique opportunity for PR professionals to refine their content strategies. The key to success in this evolving landscape lies in ensuring your content is featured within these AI-driven summaries.

To achieve this, PR teams must concentrate on producing high-quality content that directly addresses user queries and aligns with Google’s E-E-A-T framework: Experience, Expertise, Authoritativeness, and Trustworthiness.

Creating content that meets these standards ensures that Google’s AI algorithms recognise your material as a reliable source, thereby increasing your chances of inclusion in AI Overviews. By prioritising content that is authoritative, informative, and trustworthy, PR professionals can maintain visibility as search behaviours continue to evolve.

Adapting to the AI-Driven Search Landscape

The rise of AI Overviews is undeniably transforming the search experience, and public relations professionals must adapt accordingly. However, this doesn’t mean a complete overhaul of your existing PR strategy to chase every AI trend. Remember that regulations and guidelines are continually being developed to govern AI’s increasing influence, and the future landscape remains somewhat uncertain.

Furthermore, some argue that excessive perfection can appear artificial, lacking genuine human connection, and isn’t that the very essence of PR? Public relations are is fundamentally about building relationships and fostering communication.

Therefore, the key to navigating this rapid transition successfully is to remain anchored to your core objectives while strategically incorporating AI considerations to maintain relevance. The crucial element is balance.

Now that you have a solid understanding of how AI overviews work, stay tuned for the second installment of our two-part series, where we’ll explore further how PR-generated media coverage shapes AI-generated responses.