By Angela Mertz, VP of Integrated Media, EGC Group and Jonathan Baker Google has always evolved, but the shift happening now is one of its biggest yet. With artificial intelligence playing a central role in how search results are delivered, Google is moving from simple lists of links to something more conversational and intelligent. This new approach is powered by Google’s Search Generative Experience (or SGE). What is SGE and How Does it Work? SGE uses generative AI to create short, helpful summaries at the top of a search results page. Instead of only showing links, Google now gives users a quick, AI-generated overview based on information from trustworthy sources. In other words:Before SGE: You typed a question and received a list of websites.With SGE: You type a question and get a detailed answer right on the results page—with links available if you want to dig deeper. This makes search feel more like having a conversation with a knowledgeable assistant, not just browsing a directory of webpages. How This Changes User Behavior Because SGE answers many questions immediately, users don’t need to click as many links as they used to. This means: Fewer clicks on traditional search results Less visibility for brands that once appeared high on the page More emphasis on whether a brand’s content can actually appear in or support those AI-generated summaries Brands that once relied on ranking “#1” now need new strategies to stay visible. EGC Weighs In… Angela Mertz, EGC’s VP of Integrated Media, explains why this shift matters: “Google’s SGE is completely changing how visibility works. AI overviews are pushing traditional listings further down the page, and both paid and organic click-through rates are taking a hit. It means advertisers can’t rely on the same tactics anymore. We must rethink how we show up in search, focus on intent and context, and make sure our media strategies evolve as fast as technology does.” Key Takeaways for Brands To help clients navigate this changing landscape, EGC recommends to keep in mind the following points: Top placement isn’t guaranteed anymore. Even if you pay for the top ad position, SGE may still place its AI answer above it. User paths are shifting. For franchises, retail, optical, and education brands, the way people move from search to purchase is changing. Budgets must be focused on the exact moments and questions that lead to conversions. Prepare now for an AI-driven future. Optimizing AI summaries, updating performance metrics, and adjusting channel strategy will help brands stay ahead of competitors. If the pace of AI-driven change feels overwhelming, EGC can help. We’ll ensure your search strategy keeps pace with Google’s rapid evolution, so your brand remains visible, discoverable, and competitive. Get in touch with us to learn more.
