Most of the chatter around the early impact of Google’s AI overviews has focused on traditional news or “journalism” publishers.
But behind closed doors, marketing and content professionals are still trying to parse exactly what impact these new AI-infused search results will have on their publishing operations – and how much they should care.
There’s no question that AI Overviews will impact brand content. Take, for example, a search for “what is generative AI,” which just six months ago yielded a search results page headed by McKinsey’s (excellent) and in-depth analysis of ChatGPT, Dall-E, and the applications of gen AI. Today, the first result is an AI Overview. The sources it links to aren’t traditional publishers: They’re McKinsey, Google Cloud, and a blog post from NVIDIA.