Cracking the Cost: The Most Luxurious Easter Eggs of 2025
Data
Google now delivers instant answers at the top of search results meaning that around 60% of searches end without a single click.
These summaries are a Google Search feature that uses artificial intelligence to compile information from across the web and present it clearly and concisely at the top of the search results page (SERP).
They offer users quick, digestible answers, often with linked sources, and are particularly useful for complex or information-heavy queries.
What exactly are AI Overviews?
AI has been around longer than many realise, it’s now reshaping how users engage with Google Search.
AI Overviews appear automatically, reducing the need to click through multiple results. They reflect users’ growing expectation for instant, conversational answers, much like ChatGPT. In fact, 88% of queries that trigger an AI Overview are informational, aligning with Google’s mission to deliver direct, reliable answers.
This shift is changing user behaviour: people are scrolling less, clicking less, and increasingly relying on top-level summaries to get the information they need.
Why do AI Overviews matter for Digital PR?
AI Overviews are redefining visibility and impact in SEO. According to Semrush, 13% of all Google queries triggered an AI Overview in March 2025, up 6% since January.
This rapid growth affects traditional KPIs like links, referral traffic, and rankings, which no longer tell the full story. This is reinforced by Ahrefs, who analysed 300,000 keywords and found that AI Overviews correlate with a 35% lower average CTR compared to similar keywords without them.
Since AI Overviews appear above organic listings, featured snippets, and ads, even top-tier coverage can get buried. But if your client is featured in the summary, they may appear higher than any standard link.
Failing to account for this in digital PR campaign wrap-ups risks overlooking valuable brand exposure.
How AI Overviews Influence Brand Authority and Visibility
These summaries also shape authority. AI Overviews often paraphrase or cite trusted sources, including press coverage you’ve secured. Your client might be named, quoted, or anonymously referenced, all of which build topical relevance.
Click-through behaviour is shifting, too. As users get immediate answers, fewer are clicking through, even to high-ranking content, making AI overview optimisation more important than ever before.
What metrics should I track in my digital PR campaign wrap-ups?
To help brands understand their evolving search footprint, reports should now include:
- AI Overview Presence
Is your brand or client featured? How many times? What content is being surfaced? - Positioning & Prominence
Are they cited as experts or mentioned briefly? - Citation vs Reference
Are they a quoted source or just mentioned? - Competitor Comparisons
Who else appears in the AI summary?
These won’t replace core KPIs but will provide deeper context when reporting on the impact of digital PR on your brands visibility in AI search.
Why Digital PR Reporting Must Evolve with AI Search
As AI continues to reshape how users interact with search, it’s no longer enough to measure success by traditional metrics alone. Brand visibility and authority are now surfaced directly through AI-generated summaries before a single click happens.
At JBH, we’re actively evolving our reporting practices to reflect this shift. We’re piloting AI Overview visibility tracking as part of our campaign wrap-ups, helping clients see how, where, and why they’re being surfaced in Google’s AI-driven result and crucially, how our digital PR campaigns are influencing AI generated citations.
If you’re ready to futureproof your reporting and demonstrate value beyond links and rankings, we’d love to show you how we’re leading the way. Get in touch to find out how AI-aware PR reporting can elevate your strategy.
