B2B AI ambitions outpace readiness: CMOs want AI visibility, yet fragmented metrics and thin expertise stall results.

The news: Google claimed that its AI summaries do not impact referral traffic from search after a Pew Research report showed that AI Overviews cut the number of users who clicked on links from overall search results by nearly half. Our take: Despite Google’s objections, AI Overviews inevitably harm sites that rely on search results and SEO for visibility. But with AI summaries showing no signs of going away, what matters is how brands adapt. Traditional keyword strategies are no longer sufficient in the age of AI.