Google and other search engines are increasingly using generative AI to power the results page. Instead of just a ranked list of links, the top of the Google search engine results page (SERP) is now often dominated by AI-generated overviews or snippets, short AI-generated summaries of multiple sources. While they don’t appear on every search (one study found around 13% of US search queries had an AI Overview in March 2025), they’re likely to grow in prominence.  So, with the organic positions created by SEO becoming increasingly less relevant due to being forced down the page by AI overviews and sponsored results, what can you do with your content and sites to increase visibility?  Many brands are now endeavouring to structure their sites and content so that it can be featured in the AI snippets themselves.  In this article, we will explore how AI-driven search is changing how search engines and consumers behave, how worthwhile it is to optimize a site and its content to be featured in AI…