Adapting to Google AI Overviews
In recent weeks, we've heard growing concern among PPC advertisers and digital marketing professionals about the disruptive impact of Google's AI Overviews [LINK] and and AI Max for Search campaigns [LINK]. Businesses that once relied on dependable, high-converting keyword strategies are now seeing some of their most transactional queries buried or misinterpreted by generative summaries at the top of the SERP. Understandably, this shift has sparked frustration and even apprehension.
Some reports describe AI-generated overviews that confuse user intent, promote irrelevant products or services, or reference businesses that don't operate in the user's region. At the same time, platforms like PMAX continue to push advertisers toward trusting automated acquisition strategies that often feel like black boxes. The landscape is changing quickly, and not always in ways that feel reassuring.
But from our perspective as professionals who work within these systems, it’s important to take a broader view.
Google's rapid integration of AI is not a glitch or misstep. It is a strategic pivot. As users increasingly turn to LLMs like ChatGPT for everyday queries, Google must evolve to remain relevant. In doing so, it is reimagining how it delivers information and how it monetizes attention. That means AI-generated results today will likely become ad-supported or paywalled tomorrow. In essence, we are watching a shift in content delivery, not an end to advertising.
In fact, this shift might bring new opportunities. AI platforms are reshaping how people ask questions and make decisions. Instead of searching for a "BLT quinoa bowls," users now request full meal plans tailored to their family's schedule and preferences. These requests are richer, more contextual, and closer to the point of purchase. They also offer new entry points for advertisers, whether through a grocery store sponsoring the weekly meal plan or a brand paying for product placement in the AI's shopping list.
What we're seeing isn’t the disappearance of advertising. It is a reconfiguration.
Rather than resist these changes, we believe it is time to adapt. The platforms are still experimenting, and yes, there will be growing pains. But the underlying direction is clear: better personalization, more integrated experiences, and ultimately, a new kind of customer journey that we can participate in and help shape.
As marketers, we've always adapted to where the attention goes. This time should be no different.
