How ChatGPT and Google’s AI Are Reshaping the Way We Search

ChatGPT didn’t just make waves - it transformed the digital landscape. As users turned to ChatGPT for quick answers, traditional search behaviors shifted. Social media platforms saw reduced search activity, and meanwhile, Google’s own "AI Overviews" began disrupting its own ecosystem.

Today, AI Overviews (AIO) show up in nearly half of all search queries, especially those with more than three words. These AI-generated summaries are heavily skewed toward informational searches but are quickly expanding into other areas.

Staying Visible in an AI-Dominated Search World Instead of competing head-to-head with AI-generated answers, businesses should lean into what AI can’t easily replicate: depth, originality, and context.

AI is great at summarizing, but it falters when it comes to deep analysis or nuanced storytelling. To stand out, focus on content that’s comprehensive and backed by real expertise.

One clear path is to generate original research. Since AI can’t create new data, brands that run surveys, perform case studies, or present proprietary insights hold a significant edge.

Sharing real-world stories; successes, failures, lessons learned - adds credibility that AI can’t mimic. Likewise, detailed, step-by-step tutorials with visuals (like screenshots or videos) boost both usability and engagement, making content more irreplaceable.

And don’t ignore Google’s featured snippets. Optimizing for them with bullet points, concise explanations, and clear headers can help maintain visibility even when AI Overviews dominate the top of the page.

Regaining Control Over Your Brand Message in the Age of AI

Why AI Summaries Might Misrepresent Your Brand

AI-generated summaries pull from various sources - but in doing so, they often strip out nuance, context, and even critical brand messaging. This can lead to confusion, weaken trust, and negatively impact conversion rates. Unlike human editors, AI doesn’t prioritize your unique value or intent.

How to Influence AI Without Controlling It

You may not be able to edit AI Overviews directly, but you can shape what they pull from. Here’s how:

• Structure with intention: Use clear subheadings and highlight key takeaways. Make your content “AI-friendly” by formatting it in digestible, scannable chunks.

  “Think of AI Overviews like citation engines,” says Rease Rios, Senior Content Marketing Manager at Postman. “They prioritize clean, helpful takeaways. Formatting, like header hierarchy, matters.”

  
  

• Lead with your message: Place your brand’s mission, unique selling points, and value propositions at the top of your content to increase the chance AI pulls them into summaries.

  
  

• Distribute across credible platforms: Ensure consistent messaging by publishing on respected third-party sites, think industry blogs, news outlets, or LinkedIn. A strong backlink profile also increases the odds that AI pulls your content into Overviews.

Becoming an Authority AI Can’t Ignore

AI favors content from trusted, authoritative sources. To increase your chances of being featured, invest in long-term credibility-building efforts:

• Earn backlinks from reputable sites: Links from trusted publications or academic institutions signal authority. Create high-value content that others want to reference.

  
  

• Share expert insights: Publish thought leadership, whitepapers, or detailed reports with input from recognized professionals. Include author bios that showcase credentials.

  
  

• Keep content fresh: Update regularly with the latest stats, industry shifts, or citations. AI prioritizes relevance and current information.

Why Niche and Long-Tail Keywords Are More Valuable Than Ever

How to Win Where AI Falls Short

AI Overviews are strongest for broad, high-volume queries. But when it comes to specific or nuanced searches, they often drop the ball - offering vague or overly generalized responses.

This presents a huge opportunity. Users with highly specific questions are often further down the purchase funnel. Targeting long-tail, niche keywords lets you reach high-intent traffic AI might miss.

Tapping Into AI's Blind Spots

To identify gaps and capitalize on them:

• Use tools to find overlooked queries: Platforms like AlsoAsked, AnswerThePublic, and Google’s “People Also Ask” can uncover questions AI doesn’t handle well.

  
  

• Create industry-specific, expert content: Go deep where AI goes broad. Write detailed articles filled with niche insights, comparisons, and real-world applications.

Winning in a Visual-First AI Search Landscape

Why Video and Visual Content Are the New SEO Frontier

AI Overviews increasingly favor visual and video content - embedding videos directly in search results. That means brands investing in multimedia are more likely to rise to the top.

Whether it’s tutorials, product demos, or visually rich explainers, video content helps brands engage users in ways that plain text simply can’t.

How to Optimize Video for AI-Driven Discovery

To stand out in this evolving landscape:

• Create search-targeted videos: Include keyword-rich titles, clear descriptions, and timestamps. Make sure your content directly answers user questions.

  
  

• Embed videos in blog content: Don’t rely solely on YouTube. Adding videos to relevant pages increases on-site engagement and visibility.

  
  

• Master YouTube SEO: Since Google owns YouTube, it gives preference to optimized videos. Use compelling thumbnails, accurate tags, and complete descriptions to boost performance.

Future-Proofing Your SEO Strategy for an AI-Driven World

AI will keep evolving - but its biggest weakness will remain the same: it can’t originate. Human insight, experience, and creativity still matter. To stay competitive:

• Publish proprietary research: Unique data sets, surveys, and reports will always have an edge over AI-recycled information.

  
  

• Interview experts: Firsthand perspectives offer fresh angles AI can’t replicate.

  
  

• Develop detailed comparisons: AI can list features, but it can’t compare products with emotional nuance or real judgment.

  
  

• Share authentic case studies: Highlight customer journeys, challenges, and measurable outcomes. Real experiences beat generic summaries every time.

Strengthening Brand Authority in the AI Era

To build brand authority and influence what AI pulls in:

• Get featured in high-authority publications: Mentions in top-tier media boost your brand’s credibility in the eyes of both users and AI.

  
  

• Post beyond your website: Share on platforms like LinkedIn, Medium, and industry-specific forums to expand your footprint.

  
  

• Invest in digital PR: Engage in guest posting, interviews, and media opportunities. Become a recognizable voice in your niche.

As AI continues to reshape how users search and consume information, businesses must evolve their SEO strategies to stay relevant. The key lies in creating content that AI can’t easily replicate - original, insightful, and deeply human. By focusing on expertise, storytelling, and multimedia, and by building authority across trusted platforms, brands can not only maintain visibility but also thrive in this new AI-driven landscape.