Google AI Overviews' expansion in Europe and what it means for your brand

By Diego Jiménez, CEO of ROI UP Group
Google continues to redefine the search experience with the global rollout of AI Overviews, an artificial intelligence-based functionality that is already active in nearly 100 countries. The big ‘European’ news came just a week ago, when, at the end of March 2025, this tool announced that it was already available in several European countries such as Spain, Germany, Italy and Portugal, among others. The juicy promise? Offering quick and summarized answers directly in the search results, facilitating access to relevant and quality information.

But, let’s start at the beginning, for AI neophytes or skeptics: What is Google AI Overviews? It’s a new Google feature that, instead of directly showing you a list of links when you do a search, first offers you a summary generated by artificial intelligence. This summary is built from public information on the web that Google considers to be of quality and trustworthy.

Suppose a user searches, “What do consumers think about brand X?” With Google AI Overviews, the first information he or she is likely to receive is an AI-generated summary about that brand, before he or she even sees the official website, reviews on Google Maps, or media outlets.

This summary may include:

• General opinions (positive or negative)
• Information on products or services
• Ratings about the company as an employer
• Press releases, articles or mentions in the media

Why does this matter for a brand’s reputation? Because the content that appears there shapes the user’s perception. If Google collects mostly negative, outdated or inaccurate information, that’s what the user will see as “the truth” about that brand.

Users are increasingly relying on what an AI tells them and, moreover, are unlikely to move on to other sources if the summary seems sufficient for them

What does this mean for brands? It is no longer enough to be well positioned in Google. Now we also have to worry about how the AI interprets everything that is said about us. In short, we have to take care of our digital footprint more than ever, and this means, yes or yes:

• Well-structured proprietary web content
• Presence in reliable media
• Real, consistent and positive ratings and reviews
• Corporate transparency

SEO goes reputational: A smarter search experience

AI Overviews appears when Google detects that it can provide a reliable and contrasted answer, relying on systems such as SafeSearch to filter out sensitive or inappropriate content. This feature seeks to complement traditional search by providing clarity, context and efficiency. Its activation depends on the type of query and the level of confidence the system has in its own answers.

European expansion includes multilingual support in countries such as Germany, Austria, Switzerland and Poland, where the local language is combined with English. However, availability may vary in other territories of the European Union, depending on the regulations in force in each country.

According to Pandu Nayak, Chief Scientist at Google Search, AI Overviews is designed to enrich the user experience by helping to interpret complex topics in greater depth. More than one billion people already use the technology, underscoring its growing role as a primary source of reference for millions of users worldwide.

Artificial Intelligence and purchasing decisions: a new reality

Beyond the realm of search, AI is also transforming consumer behavior. It is no longer just a matter of consulting information: purchasing decisions are now directly influenced by what artificial intelligence platforms are saying.

• 80% of users prioritize AI-generated results over other traditional channels.
• 65% of consumers choose the first brand recommended by an AI platform.
• Companies with a good presence in these environments can achieve up to a 35% increase in their digital ROI.

This data underscores a clear trend: brands that work on their generative digital footprint, that which is built from their online reputation, SEO positioning and digital storytelling, have a real competitive advantage. In an ecosystem dominated by algorithms, wizards and generative models, it is no longer enough to be present: you have to be relevant, consistent and reliable.

In this new context, optimizing what AIs say about a brand is not just a matter of visibility, but a reputational and strategic imperative.