Google’s AI Overviews have officially rolled out in Australia, transforming how consumers search for and discover brands. These AI-generated summaries now dominate the top of search results, pulling insights from trusted sources like brand websites, high-authority third-party platforms, and user-generated content (UGC).
For brands, this shift presents both challenges and opportunities. The days of relying solely on traditional SEO tactics are fading. Instead, AI Overviews prioritise rich, relevant, and real-world content from product reviews, influencers, and creators, creating a zero-click search experience.
If your brand isn’t referenced in AI Overviews, it risks becoming invisible to high-intent consumers. So, how can brands adapt and thrive in this new search landscape?
AI Overviews are impacting search in several ways:
1. AI Overviews Appear at the Top of Search Results
AI Overviews now take priority over traditional search listings, creating a zero-click search experience. Instead of manually scrolling through multiple links, users get instant AI-generated answers, often without needing to click further.
Why this matters:
While Google includes links to supporting sources, the AI Overview itself influences consumer decisions before they even consider clicking deeper.
2. AI Overviews Prioritise Reviews & UGC
Google’s AI models favour insights from trusted sources, meaning product reviews, influencer content, and brand reputation now play a critical role in search visibility.
Why this matters:
Reviews from high-authority third-party sites (e.g., Priceline, Woolworths, Coles, Chemist Warehouse) help validate product credibility.
Influencer content & UGC on platforms like YouTube, TikTok, and Instagram is now indexed by AI, making creator-led product demonstrations more valuable than ever.
Brand-owned reviews on company websites help AI assess product credibility and surface key information.
3. Overviews Are Optimised for Voice & Natural Language Search
Younger consumers, particularly those aged 18-24, are driving the adoption of AI search & voice search. These users are asking long-tail, conversational questions, like:“Is [Product Name] worth it?”, “Does [Product Name] actually work on [Subject]?”.
Why this matters:
Brands must create content that mirrors how people naturally ask questions, making influencer-generated reviews and conversational UGC more powerful in search rankings.
Case Study 1:
L’Occitane’s Success with an Always-On Review Strategy
Overview
L’Occitane has partnered with Social Soup for several years, running an always-on influencer and review program designed to drive mass awareness, social proof, and consumer trust. Through consistent content creation, authentic reviews, and ongoing community engagement, L’Occitane has accrued a wealth of credible user-generated content for many products, helping the brand maintain strong digital visibility.
With Google’s AI Overview now live in Australia, this strategy has paid off in a significant way—L’Occitane’s product reviews, generated through Social Soup campaigns, have surfaced in AI Overviews, reinforcing the power of long-term review collection and influencer engagement.
L’Occitane’s 2024 Almond Shower Oil campaign focused on:
- Engaging Micro & Nano Influencers – 150 micro-creators who produced a total of 309 pieces of content across TikTok and Instagram.
- Driving High Engagement & Reach – This campaign achieved a total potential reach of 2.9M and 577,819 engagements.
- Encouraging Authentic Reviews – Influencers highlighted the key benefits, such as visible skin hydration, luxurious texture, and ease of application, sparking organic conversations and engagement.
- Strategic Placement of Reviews – Reviews were placed on L’Occitane’s website, ensuring they were indexed by Google and surfaced in AI Overview responses.
Proof of AI Overview Impact:
When users searched “Is L’Occitane Almond Oil worth it?”, Google AI Overview pulls insights directly from Social Soup-powered reviews featured on L’Occitane’s website. This search query is particularly relevant because L’Occitane’s Almond Shower Oil is a premium product. Another search example “Does L’Occitane almond oil work well?” For consumers considering such a purchase, credible information about its worth and effectiveness is essential. They want to know: Is it worth the investment? Having positive, authentic reviews surface in the AI Overview directly addresses these key questions and is therefore highly impactful in influencing purchase decisions.
Why it Worked
- AI Overview prioritises high-authority, credible content—making brand-owned platforms (like L’Occitane’s website) a key source for search visibility.
- Always-on influencer campaigns provide a steady stream of fresh, relevant content, increasing the likelihood of being referenced in AI-generated responses.
- Consumers trust real user experiences—ensuring reviews are published on brand websites and retailers amplifies credibility and AI search discoverability.
Case Study 2:
How Social Soup’s Product Sampling and Review Strategy Boosted MasterFoods My Muscle Chef’s AI Overview Visibility
Overview
MasterFoods partnered with Social Soup to execute a large-scale product sampling and review campaign for its MasterFoods x My Muscle Chef range of crave-able spice blends and recipe bases. The campaign focused on gathering genuine consumer reviews to enhance product credibility. This strategy proved instrumental in securing a presence in Google AI Overviews, where product reviews played a key role in influencing search-generated recommendations.
MasterFoods x My Muscle Chef Campaign aimed to:
- Increase Product Awareness – With growing competition in the spice blend and recipe base category, the brand needed to establish MasterFood’s x My Muscle Chef as a go-to option for health-conscious consumers.
- Drive Product Trial & Adoption – Encouraging first-time buyers to try the range and share their experiences.
The Social Soup Solution
To support these goals, Social Soup launched an extensive product sampling and review campaign:
- Targeted Consumer Sampling – Placing MasterFoods x My Muscle Chef products in the hands of engaged consumers who matched the target demographic.
- Authentic Review Generation – Encouraging participants to share detailed feedback on product taste, convenience, and nutritional benefits.
- Strategic Review Placement – Distributing reviews across key retail platforms such as Woolworths and Coles which are high-authority sites to help increase visibility and credibility.
Proof of AI Overview Impact:
The campaign’s impact became evident when Google AI Overview referenced consumer reviews for MasterFoods x My Muscle Chef. When users searched “Does MasterFoods My Muscle Chef taste good?” or “Is MasterFoods My Muscle Chef good value?”, AI-generated responses featured key insights directly from reviews submitted through Social Soup’s campaign.
Why This Matters for Brands
MasterFoods’ success demonstrates how strategic product sampling and review generation can enhance brand visibility in AI-driven search. With AI Overviews prioritising user-generated insights, brands that focus on authentic consumer reviews—rather than relying solely on traditional advertising—can secure a competitive edge in the evolving search landscape.
Case Study 3:
How Social Soup’s Influencer & UGC Strategy Boosted Ovaltine Sleep’s AI
Overview
Ovaltine partnered with Social Soup to launch Ovaltine Sleep, a new product designed to own the nighttime routine occasion. Through a multi-tier influencer and UGC strategy, the campaign built social proof, product awareness, and consumer trust, leading to visibility in Google AI Overviews. By leveraging macro and micro-creators, alongside authentic user-generated content (UGC), Ovaltine Sleep became embedded in consumer routines and surfaced in AI-generated search results.
The Ovaltine Sleep campaign aimed to:
- Reignite Brand Awareness – Having had minimal marketing activity in Australia for 50 years, the brand needed to reconnect with consumers and reintroduce itself in a relevant way.
- Own the Sleep Occasion – The goal was to position Ovaltine Sleep as a nightly essential by integrating it into bedtime rituals.
- Leverage Trusted Voices – To build credibility, the brand needed authentic consumer testimonials and reviews that would resonate with parents and families.
The Social Soup Solution
To achieve these objectives, Social Soup executed a multi-platform influencer marketing and UGC strategy:
- Influencer-Led Storytelling – Partnering with 130 micro-creators and 3 macro-creators to showcase how Ovaltine Sleep fits seamlessly into their nightly routines.
- UGC & Video Content – Encouraging video testimonials, parent hacks, and POV-style content across TikTok and Instagram.
- Retail & Social Proof Optimisation – Placing consumer reviews on high-authority retail sites such as Woolworths and Coles to maximise discovery.
Proof of AI Overview Impact:
The impact of the campaign was evident when Google AI Overview surfaced Ovaltine Sleep reviews in response to consumer queries. When users searched “Does Ovaltine Sleep help children sleep?” or “Do children like the taste of Ovaltine Sleep?”, AI-generated responses referenced authentic reviews and influencer-generated content from Social Soup’s campaign.
Why This Matters for Brands
Ovaltine Sleep’s success highlights how always-on influencer and UGC strategies can fuel AI-generated search results. As AI Overviews prioritise real consumer insights, brands that invest in authentic, long-form reviews and video content will have a competitive edge in the evolving search landscape.
Key Takeaways: How Brands Can Optimise for AI Overviews
- Adapt Now: Brands must adapt their search and content strategies to thrive in the AI-powered search landscape.
- Leverage Always-On Reviews – Ensure a consistent stream of fresh product reviews across brand websites, third-party retailers, and social platforms.
- Diversify Content Formats – AI Overviews pull from a mix of written & video content, making influencer-led UGC a critical factor in AI discovery.
- Optimise for Natural Language Search – Structure content around real consumer questions & voice search patterns.
- Publish Reviews on High-Authority Platforms – Brand websites, retailer pages & trusted review sites help AI validate credibility.
AI search is evolving rapidly. Brands that act now will be best positioned for success. Contact Social Soup to ensure your brand is optimised for AI search.
Google Source – Introducing AI Overviews in Australia, a new generative AI experience on Search