In the evolving landscape of search, the integration of generative AI is rewriting the playbook for SEO—and that’s especially relevant for omnichannel retailers and brands aiming to win across online, in‑store and mobile touchpoints.
According to a recent analysis by Morning Brew, the emergence of AI‑powered “AI Overviews” from Google LLC is already shifting how consumers navigate content, how brands get discovered and how marketing strategy must adapt.
What Are AI Overviews and Why They Matter
Google’s AI Overviews—summaries generated by models such as its Gemini platform—now appear in a meaningful portion of search results and are reducing the traditional click‑through from organic links. In one example, while Overviews appeared in only ~6.5 % of searches in January, by May they showed up in nearly 20 % of results.
This “zero‑click” paradigm means users often consume a summary rather than visiting the site. For brands dependent on web traffic as one leg of an omnichannel strategy, that represents a stark change.
Strategic Implications for Omnichannel Brands
- Re‑think measurement and KPIs: With fewer clicks, traditional metrics like “organic search visits” may diminish in value. Brands should shift toward metrics tied to awareness, sentiment, brand mentions, and cross‑channel actions—not just direct site visits.
- Strengthen structured data and variant channels: Updating site content monthly and ensuring rich structured data helps Google surface your brand’s content in AI Overviews and other search features—bolstering visibility regardless of clicks.
- Own the brand narrative, not just the keyword: Because AI Overviews may aggregate and summarize information from various sources, brands must emphasise authority, reviews, external mentions and customer voice to shape how those summaries reflect them.
- Bridge online and offline experiences: Since clicks may decline, the role of physical‑store visibility, in‑app engagement, retailer partnerships and omni‑channel consistency becomes more critical. A user may never click through, but they might walk into a store, use an app, or engage via social—so your brand must show up meaningfully across touchpoints.
Key Takeaways
As generative AI embeds itself into search workflows, brands must evolve from playing SEO by classic tactics to embracing a broader content‑ecosystem mindset. For those operating in the omnichannel space (DTC + retail assortments + mobile), this means:
- Prioritise surfacing your story, product quality and social proof everywhere.
- Ensure your digital, physical and partner channels reflect consistent, authoritative brand positioning.
- Treat search visibility not just as web traffic but as a component of full‑funnel brand engagement and discovery.
