Google’s AI overviews and Bing’s Copilot summaries are changing how customers discover, evaluate, and shortlist B2B brands. They are shown AI-generated summaries at the top of their search results, and, for many, it establishes trust and credibility. Why does it matter for business-to-business brands? Customers review this information early in their journeys as they define their problems and seek solutions. It’s critical to control your narrative.
What are Google AI overviews and Bing Copilot summaries?
They are synthesized answers built from information across the web and presented as authoritative explanations, appearing above traditional organic results. AI pulls from a variety of sources, including blogs, media coverage, community discussions (think Reddit), and SEO-optimized websites.
The compressed information can make opinions read like facts, sometimes stripping away context and competitor differentiation.
What can you do about it?
You can influence the material AI learns from and prioritizes. First, it’s important to create website content that addresses your customers’ pain points. This matters more than sales language. Publish content that explains potential solutions using FAQs, step-by-step guides, or comparisons. Phrases like “What is…” and “How does” are more top-of-funnel terminology when searchers are collecting information.
This should also be taken into account across all of your online tools for consistency. Utilize similarly-worded terminology, positioning, and value propositions wherever you can.
So, does SEO even matter anymore?
AI summaries are built on SEO foundations, which means the basics still apply. Website pages should still be indexable and crawlable. Technical SEO is still key, including site speed. This has to happen in tandem with AI-friendly content–direct answers to questions, clear explanations. SEO is no longer just about being found, but also being understood by people and machines.
For B2B brands, that means understanding increasingly determines who earns trust before a conversation ever begins.
