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As AI increasingly influences search behaviour, some see this as a seismic shift. But far from spelling the end of Digital PR, this evolution offers a fresh opportunity to make your brand more visible, relevant, and resilient in an AI-driven world.
The Impact of AI Overviews on SEO and Digital PR Strategies
Users are no longer relying exclusively on traditional search engines to find information. An article in Tech Radar reveals 13% of UK users now turn to AI-powered tools like ChatGPT instead of search engines like Google or Bing.
Meanwhile, Google’s own ecosystem is adapting to these expectations with AI Overviews, formerly known as SGE. These summaries now appear in over 13% of all Google searches, a 72% increase since February 2025, according to Semrush and Datos
Rather than resisting this transformation, brands are evolving their strategies and seeing success.
A Search Engine Journal study found that click-through rates dropped by 7.3 percentage points on desktop when AI Overviews appeared, especially for informational queries. Ahrefs adds that the presence of an Overview can lead to a 34.5% drop in clicks to traditional top-ranking pages.
Yet, the user journey isn’t necessarily ending earlier. In fact, SimilarWeb reports that zero-click searches in the news category increased from 56% to 69%, costing publishers over 600 million visits in just one year.
So yes the landscape is shifting. But Digital PR isn’t becoming obsolete. It’s becoming more important.
How AI Sources Content and the Power of Brand Mentions Earned Via Digital PR
AI Overviews don’t generate information out of thin air. They rely heavily on content from trusted, high-authority domains and that’s exactly where Digital PR thrives.
Ahrefs found that brands with frequent unlinked mentions appear in up to 10× more AI Overviews than those without. While traditional backlinks are still valuable, Google’s AI is increasingly recognising contextual brand references as a proxy for authority.
Why Authority and Expertise Matter More Than Ever
Coverage in reputable media, expert commentary, and consistent storytelling aren’t just beneficial for SEO, they’re foundational to how AI interprets and surfaces your brand in its summaries.
And it’s not just theory. BrightEdge revealed that search impressions increased by 49% year over year, but clicks dropped 30%, indicating a greater role for implied brand visibility; something Digital PR is uniquely equipped to deliver.
Sectors Most Affected by AI Overviews, and How to Respond
Industries like healthcare and personal finance are seeing the most significant uptick in AI Overview coverage. These categories rely on expert voices and trustworthy sources which are the basis of a strong digital PR strategy.
In these spaces, high-quality media placements not only boost search visibility, but directly shape the content AI tools are surfacing to users.
How to Optimise Digital PR for Google’s AI-Powered Results
Brands must align their strategy with the needs of AI-powered search. Here’s how to get started:
- Prioritise Authoritative Domains
Content from well-known publications is more likely to be pulled into AI Overviews. Focus on securing placements in trusted industry and national media outlets. - Think Beyond Links
AI increasingly values unlinked brand mentions. Don’t obsess over follow links, aim instead for contextual visibility and brand reinforcement in credible sources. - Invest in Personal Branding
Google’s AI prefers expert-led content. Position your clients and stakeholders as authorities through interviews, commentary, and thought leadership. - Monitor AI Behaviour
Keep tabs on what AI Overviews are pulling into your niche. JBH has developed a reporting system to monitor brand citation patterns, sources, and formats.
Adapting Your Digital PR Strategy for AI Search
Yes, the search landscape is changing. Yes, AI is influencing how people find and trust information. But that’s exactly why digital PR is more critical than ever. It’s the channel that builds trust, secures authority, and generates the kind of coverage AI tools actively prioritise.
Brands that embrace this shift by focusing on reputation and relevance,will be the ones dominating search in the years to come.
Brands that embrace this shift by focusing on reputation and relevance,will be the ones dominating search in the years to come.
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