Sparks worth catching

A few weeks ago, we wrote about how social media search results were beginning to appear within Google Search Console. At the time, the big opportunity was obvious: for the first time, we could start seeing how content published on platforms such as Instagram was actually performing within Google Search.

For businesses wondering how AI is changing search, Google has just given us another useful piece of the puzzle. Google Search Console now includes a dedicated Generative AI Performance report, allowing website owners to see how often their pages appear within features such as AI Overviews and AI Mode. The report has now been rolled out worldwide. That’s a pretty significant step.

It sounds like one of those headlines designed to get SEO people arguing on LinkedIn, but this one is actually true. On 31 August 2026, the European Commission officially designated ChatGPT as a Very Large Online Search Engine under the Digital Services Act. So, according to the EU, ChatGPT is officially a search engine. WWWEEELLLLL Kinda anyway…

“Is there even any point investing in SEO anymore with so much AI search?” YES! Yes is the quick answer BUT… It’s a fair question. ChatGPT, Gemini and other AI tools are changing how people find information online, while Google itself is becoming increasingly AI-powered. Further BUT… That doesn’t mean SEO is dying.

It’s undeniable that AI search growth is on an unstoppable upward trajectory with Ridge Marketing stating that “In 2026, AI search volume surged to equal about 56% of traditional search engine volume. Rather than replacing standard Google search, consumers use a split-path model; they start with broad AI queries, then switch to Google for final verification”. For years, SEO has largely focused on optimising websites to rank higher in search engines. While technical SEO, content and backlinks remain essential, the rise of AI-powered search is changing what it takes to be visible online. Increasingly, AI systems are looking beyond your website alone and evaluating the strength of your brand across the wider web.

Now Google generally dominates the search industry conversation and throughout May, it was no exception, with a major Core Update, a wave of AI-powered search features, and perhaps its most controversial suggestion yet: GEO is dead.

Search is evolving fast. The introduction of AI-generated summaries at the top of search results only came in last year. Google is shifting from a traditional “list of links” model to an answer-first experience. These AI-generated summaries, known as AI Overviews, pull together information from multiple sources to provide users with immediate, consolidated answers. For brands, this brings about one of the biggest SEO changes in history. Visibility is no longer purely about ranking in position one, it’s about being trusted, relevant, and current enough to be included in AI-generated responses. At FUZE Agency, we’re already seeing clear patterns of AI Overviews favouring new websites that are regularly updated and actively maintained.

Search on Google is going through one of the biggest shifts in it’s history and it’s all thanks to AI Overviews. For marketers, SEOs, and content creators, this change isn’t just cosmetic. It’s fundamentally altering how visibility, traffic, and authority are earned online.