The AI Overview is now across the Nordics!

AI Overview is Search: The Latest Updates from Google 
The recent wave of advancements underlines what we already know: AI is no longer just a feature of Search; it is Search. From the immersive experience of AI Mode to the generated answer of AI Overviews, the very way users interact with information is undergoing a transformation, redefining the user journey and, consequently, our approach as advertisers. 

 Let's explore what these changes are, what they mean for brands, and how we can approach them thoughtfully and strategically. 

Google is integrating AI into the search experience:   
AI Overviews: When a user poses a question, they're increasingly met with a concise, AI-generated summary at the top of the results. This "AI Overview" aims to provide an immediate, comprehensive answer, drawing information from a multitude of web pages. 

AI Mode: This offers a more dynamic, conversational search experience. Users can engage in a dialogue, asking follow-up questions and exploring topics in greater depth, almost like having a dedicated research assistant built directly into the search bar. 

Crucially, AI's capability now extends to connecting users with relevant products and brands even from queries that aren't explicitly commercial. Like the thought example Google gave at Google Marketing Live (GML): Think of a user researching "small dogs on flights", AI Overviews or AI Mode can now intelligently surface an ad for an airline approved pet carrier. This is creating new opportunities to engage potential customers much earlier and more contextually in their journey, therefore our ad strategies must evolve to meet these new richer placements. 

Adapting to fewer clicks:   
When users receive immediate answers from AI Overviews or within the conversational flow of AI Mode, it's natural to anticipate a shift in traditional click patterns for that first step in their search journey. This is a trend we are already observing in the Nordics and from our colleagues in other markets. Therefore, we must prioritize click quantity, even if the number of organic clicks changes for certain queries. The clicks ads received within AI enhanced environments are likely to come from users who are better informed, more qualified, and therefore more primed to convert. Thus, the role of advertising is not going away, it refines it. Google is actively integrating ads into these new AI driven experiences, and this presence is set to grow. 

The importance of clear objectives: 
These advanced AI tools are incredibly powerful, but their effectiveness hinges on one critical element: clear direction, translated into a language the AI understands. This is where the concept of adding value to bidding transcends mere strategy. To understand this better, think of the AI bidding system as a smart but inexperienced employee. You need to tell it exactly what you want it to achieve and how to measure success. If you don't, it will just guess, and you won't get the results you want. The value of a lead, the profit from a sale, and the characteristics of a good customer are all crucial pieces of information that tell the AI what "success" looks like 

Without clarity on value, the AI bidding operates with an incomplete set of instructions. With it, we unlock its full potential to work far more effectively. 

We need to be Cross channel "for real this time": 
The influence of AI extends beyond traditional search. YouTube's enhanced shoppability and its growing role in discovery are prime examples. Features like shopping ads on Connected TVs – allowing users to explore from their couch and seamlessly complete purchases on their phones – and smoother purchasing experiences on Shorts are creating new, highly engaging touchpoints. The fact that a significant percentage of Demand Gen campaigns conversions come from users who haven't seen the brand's search ads recently underscores YouTube's power in new customer acquisition. Furthermore, tools like the Creator Partnerships Hub will streamline collaborations, making influencer marketing more accessible and measurable. 

The AI Overview continues to develop and at GroupM we have, with our Total Search approach, our eyes on it and are ready to enhance the advertising strategi with AI Overview.