How Is AI Changing Search Results for Brands and What Can You Do About It

Search engines are not just showing links anymore. They now give direct answers, summaries, and AI-generated overviews. 

If someone types “is this company legit,” the result might not be a list of sites but a full AI summary pulled from across the web. 

This shift has major effects on how brands are seen. It can help or hurt depending on what data is out there. So, it is vital to understand how AI is changing search behaviors to keep your brand on top of the SERPs.

In this blog, I am going to delve into all the aspects of AI in search engines by focusing on—

• Why AI Overviews matter for brands,
• How AI collects data from the web,
• What brands can do to rank on AI overviews, and more.

Stay tuned!

Why AI Overviews Matter For Brands?

AI overviews pull in reviews, news, and discussions from many sources. Moreover, the system creates a summary and shows it at the top of the search. That is, people may never scroll down to your website.

Also, a 2023 survey by Statista found that 58 percent of users trust AI summaries as much as traditional search results. 

Moreover, younger audiences lean even higher. So, for a brand, that means the AI answer may become the truth in the eyes of the customer.

If the overview contains negative reviews or old complaints, that could block new business before anyone clicks through.

The New “Is This Legit?” Test

Search engines are already testing these features. People type “is [brand] legit,” and instead of just forums or review sites, the AI creates a single overview.

Moreover, imagine a small coffee subscription brand. So, one customer posts a Reddit thread about delayed shipping. Also, a few negative Trustpilot reviews pile on. 

Moreover, when someone searches “is this coffee company legit,” the AI may summarize those issues. The company’s own site never even shows up in the first view.

That is how reputation can be shaped instantly by AI systems.

How AI Collects Data From The Internet Resources?

AI models collect data from a variety of internet resources. So, it is vital to include relevant details about brand products and services for AI to pull snippets from them.

Moreover, here are some of the main sources of data AI pulls—

1. Reviews And Ratings

AI looks closely at Google Reviews, Yelp, Trustpilot, and industry-specific sites. So, high volume and high ratings are weighted more.

2. News And Blogs

Additionally, articles that mention your brand, even small ones, can influence the overview. Negative press often shows up first.

3. Forums And Social Media

Also, AI scrapes Reddit, X, and Quora threads. A viral post with complaints can become the top highlight in your brand’s summary.

4. Official Content

Moreover, AI also scans your site, FAQ pages, and statements. If your content is clear and consistent, it can balance negative chatter.

Why This Shift Is Dangerous For Brands

AI overviews compress the messy web into one answer. If the data is skewed, so is the result.

Moreover, a small tech startup shared that their customer support backlog from 2021 still shows in AI summaries today. 

“We fixed the issue years ago, but the AI keeps pulling in old Reddit posts,” their founder explained. Sales calls dropped because prospects assumed the issues were still active.

So, this shows why managing data that feeds AI is critical.

How AI Is Changing Search Behaviors For Brands?

Since AI summaries and overviews are massively influencing the search behaviors of consumers, it is crucial to influence the models. So, here’s how to influence it in recognizing your brand—

1. Build A Strong Review Base

Encourage happy customers to leave reviews. So, more positive signals push down outliers. Also, use email follow-ups or QR codes on receipts.

2. Publish Clear Content

Additionally, answer questions about your brand on your site. Also, add a page that covers “is [brand] legit” with honest information. AI often favors direct Q&A-style content.

3. Monitor Mentions

Also, set up tracking tools to catch negative posts before they spread. Respond where you can. A quick reply on Reddit can prevent misinformation from becoming permanent.

4. Update Profiles

Moreover, make sure all business info is consistent across Google Business, Yelp, and other listings. AI favors reliable data.

Tools And Services That Help

AI-driven search shifts make reputation management harder to do alone. So, here are three services that can help:

• Erase: Specializes in removing harmful content from search. If negative articles or pages are holding you back, Erase can take them down or suppress them.
   
• Brand24: A monitoring tool that tracks mentions across news sites, blogs, and social platforms. Great for spotting what AI may be pulling before it surfaces.
   

Birdeye: Helps you collect and manage customer reviews across multiple platforms. Useful for building the positive signals AI loves.

What Brands Should Do Right Now?

To ensure that the search engines’ AI summaries pull snippets from your brand websites, you need to follow these steps—

1. Run A Legitimacy Search

Type “is [your brand] legit” into Google. Also, do the same on Bing. Then, look at the overviews and note the tone.

2. Check Review Sites

List every platform where reviews show. Additionally, count positives and negatives. If one site looks weak, focus on efforts there.

3. Create An FAQ Page

Moreover, add a simple page answering trust questions. “Is [brand] legit?” should be an H2 heading with a clear answer. Also, AI often favors structured responses.

4. Respond To Old Threads

Search Reddit, Quora, and forums. If old complaints are still visible, reply with an update. Also, AI can pick up that response.

5. Track Alerts

Also, set Google Alerts for your brand. That way, you see new mentions early.

The Bigger Picture

AI summaries are here to stay. Moreover, they are fast, simple, and align with how people search. That is, businesses need to think beyond websites and ads. 

Also, reputation now lives in the data AI scrapes and condenses.

One bad thread or article can echo for years if left alone. So, at the same time, positive stories can also spread quickly if you encourage them. 

Additionally, AI does not create new opinions; it just packages what already exists. So, your job is to make sure the package looks good.

Future Of AI Search Behaviors

The future of brand search is not about links. It is about understanding how AI is changing search behaviors with brand summaries. If those summaries are positive, they can fuel growth. 

If they are negative, they can cut off customers before you get a chance.

Moreover, the solution is active reputation management. So, collect good reviews, publish clear answers, and watch the spaces where your name shows up. 

Also, tools like Erase, Brand24, and Birdeye can help.

Moreover, the question is no longer if AI will summarize your brand. The question is whether you are ready for what people will see when it does.

Read Also:

• Omnipresent SEO: Is This Modern SEO Approach Worth The Hype?
• Andi Search: Is This AI-Driven Search Engine Worth The Hype?
• How AI Is Transforming Seo Strategies In 2025