Are Google’s AI Overviews Changing the Game for Product Comparison? What Marketers Need to Know
- mikesohre
- May 11
- 4 min read
Updated: Aug 1
Generative AI has been disrupting search for the last year, but Google’s AI Overviews just took a bold leap into commerce. In February and March 2025 marketing observers began noticing that the AI box at the top of some search results was no longer just summarising articles; it was building detailed product comparison tables with photos, prices and purchase links. This shift could redefine how consumers make buying decisions and how brands think about visibility. Let’s explore what’s new, why it matters and how advertisers can prepare.
What are AI Overviews, and how do they work?
AI Overviews (formerly known as Search Generative Experience) synthesize information from across the web into a conversational summary. Instead of returning only a list of links, Google’s models produce a paragraph that answers the query, often citing multiple sources and offering context to help users take the next step. The feature is still experimental but has been expanding rapidly; industry research shows it appeared in 13.14 % of U.S. desktop searches in March 2025 and was up from just 6.49 % in January. By July it had grown to 18 % of searches for the 118 million keywords analysed.
From informational snippets to product comparisons
Initially, AI Overviews focused on informational queries. But early 2025 saw the introduction of side‑by‑side product comparisons for searches like “AirPods vs. AirPods Pro.” Fire & Spark documented how these new overviews display images, pricing, specifications and merchant links within the AI box. In other words, Google’s AI doesn’t just summarise product reviews; it directly compares models and points users to places where they can buy them.
Marketing news sites observed that this change captures conversion-focused traffic that previously would have clicked through to retailers. The AI box essentially answers the question and keeps users on Google, leaving fewer opportunities for organic clicks. Some SEO analysts reported traffic drops of up to 50 % on pages that used to rank for product comparison keywords. The implication is clear: being cited in the overview may matter more than ranking first in traditional results.
Why this matters for advertisers
AI‑driven comparison summaries are not just a new SERP feature; they represent a shift in consumer behaviour. Here’s why advertisers should pay attention:
Zero‑click threat: Nearly all interactions with AI Overviews are zero-click searches. In studies of Google’s AI Mode, which shares underlying technology, only 6-8 % of sessions led to external clicks. That means brands may see fewer visitors even if they are featured.
In‑session buying influence: The ability to show prices, specs and purchase links directly in the summary puts product discovery inside Google. Users can make decisions without visiting a retailer’s site.
Growing coverage: AI Overviews are expanding; by March they appeared in 13 % of desktop queries and are especially common for product and service comparisons.
How brands can adapt
Rather than lament lost clicks, marketers can take proactive steps to stay visible in an AI‑driven search landscape:
Prioritise authoritative content: Google seems to pull from trusted, well‑structured pages. Ensure your product pages offer clear specs, high‑quality images and unique insights rather than generic descriptions. Build domain authority through backlinks and mentions.
Use structured data: Mark up product pages with schema for price, availability and reviews. AI models rely on structured metadata to generate accurate comparisons. Without it, your products may be overlooked.
Create comparison‑ready content: Publish content that openly compares your products to competitors-tables, pros/cons, and pricing tiers. This not only targets long‑tail keywords but also increases the likelihood of being cited in AI Overviews.
Monitor keywords triggering AI Overviews: Track which queries in your category produce AI Overviews and measure how often your brand is mentioned. Tools that analyse generative search results will become essential.
Strengthen your brand beyond SEO: With fewer clicks, brand recognition matters. Invest in paid channels, social media and email to build a direct relationship with customers.
Challenges and ethical considerations
As AI‑driven product comparisons gain influence, several concerns deserve attention:
Transparency: Users need to know whether a product is featured because it’s genuinely the best match or because of a paid relationship. Google currently labels ads, but AI summaries blur the line between organic content and monetisation.
Bias in responses: AI models may favour brands with more structured data or stronger web presence, potentially sidelining smaller businesses. Ensuring fairness in the selection of products is critical.
Data privacy: Generating personalised comparisons could involve using user data. Advertisers should remain mindful of privacy regulations when optimising for AI search.
Conclusion: The future of product discovery is conversational
Google’s expansion of AI Overviews into product comparison territory signals a paradigm shift in search. Instead of scanning ten links and building a mental spreadsheet, consumers can get a curated, side‑by‑side overview within a single generative response. For advertisers, this means that visibility is migrating from the top of the SERP to the inside of the AI summary. The game isn’t just about ranking; it’s about being cited and trusted enough to be part of Google’s answer.
By investing in structured, authoritative content and embracing generative search trends, brands can ride this wave rather than being swept aside. The future of product discovery will be conversational, integrated and increasingly zero‑click. Stay tuned as we continue to explore how AI‑driven advertising evolves and how you can adapt to stay ahead.
With much love and excitement for the future
x Mike
Comments