Why Some Brands Shine in AI Overviews While Others Just Don’t

Atasi Chatterjee
Oct 24
3 min read

Let’s be honest, AI is changing everything about how people search online and how brands get noticed. With AI Overviews (you might remember it as Google’s SGE) rolling out worldwide, the rules of visibility are shifting fast. Some brands are everywhere, getting massive exposure, while others are quietly disappearing from the radar.

So, why does this happen? What makes some brands “AI-favored” while others get ignored? Let’s break it down in plain language.

1. Context Matters More Than Keywords

Back in the day, SEO was all about keywords. Stuff them in titles, headers, and paragraphs, and hope for the best. AI Overviews? They don’t play that game.

Now, it’s about context and intent. AI looks for:

Content built around topics, not just single keywords.
Natural, conversational language that matches how people really search.
In-depth, expert-backed answers instead of surface-level fluff.

Basically, if your content screams “I wrote this for robots,” AI might just skip over it.

2. Real Expertise Wins

Google and AI love brands that show real-world experience. That’s why E‑E‑A‑T, Experience, Expertise, Authoritativeness, Trustworthiness, is a big deal.

Brands that shine here:

Show author bios and credible credentials.
Share case studies or personal experiences like “Here’s how we solved this problem.”
Avoid generic copy-paste content that doesn’t demonstrate actual expertise.

AI prefers content that feels human and experienced over faceless information dumps.

3. Make Your Content Easy for AI to Read

AI thrives on structure. Things like schema markup, FAQ sections, and clear headings make your content easier to understand and summarize.

Winning brands usually:

Use structured data for articles, products, and reviews.
Add FAQs with question-style headings.
Keep paragraphs short and scannable (around 60-80 words).

Messy layouts or long, image-heavy posts without proper structure? AI might just pass them by.

4. Stay Active Across Multiple Channels

AI doesn’t just look at your website, it scans your whole digital footprint:

YouTube descriptions
LinkedIn posts
Product reviews
News mentions

Brands that consistently push the same message across channels get more AI trust.

Example: A brand posting LinkedIn updates, YouTube explainers, and case studies about eco-friendly packaging is much more likely to appear in AI Overviews for “sustainable packaging solutions.”

5. Authority Isn’t Just Backlinks

AI checks authority differently from traditional SEO. Mentions in reputable sources, credible datasets, and quality social engagement all matter.

Successful brands:

Share thought leadership content (guest posts, interviews, studies).
Get media coverage in relevant niches.
Participate actively in communities, forums, and collaborations.

Even if your SEO is solid, AI might overlook you if your brand isn’t actively building authority in its space.

6. Tone Matters

AI wants content that sounds human, not robotic. Conversational, clear, and helpful content performs better than jargon-heavy or oversimplified posts.

Good brands:

Speak like a person, not a textbook.
Break down complex ideas without dumbing them down.
Keep the reader first, not the algorithm.

7. Technical SEO Still Counts

AI may focus on context over ranking, but basic technical SEO still matters:

Fast loading pages
Mobile-friendly design
Clear navigation
HTTPS security
Low bounce rate, high engagement

These tell AI, “Hey, people trust this site,” which helps your content get cited.

8. Humans + AI = Winning Combo

The brands that really crush it treat AI as a creative partner, not a replacement. They use AI to improve content, create outlines, or experiment with summaries, but the voice stays human.

Top-performing brands:

Train writers to leverage AI smartly.
Audit their AI visibility regularly.
Test different prompt-to-content strategies to match how AI interprets questions.

The magic? Human storytelling + AI readability. That’s what separates the visible brands from the invisible ones.

AI Overviews aren’t killing SEO, they’re making it smarter. Brands that win focus on credibility, clarity, and context, not just keywords.ontent strategy? Let’s start with one story this week, your audience is waiting!