AI Overviews are here – Bonfire shares first glimpse of Google’s new AI search
After months of speculation and preparation, Google’s AI Overviews, AI driven search results, have officially landed in Australia.
Bonfire, one of Australia’s leading performance marketing agencies, experienced the first live AI Overview search result this morning during organic search testing. This marks the beginning of a new era in search engine results, fundamentally shifting how brands will need to approach SEO moving forward.
Bonfire has been at the forefront of research into AI driven search, dedicating over 12 months to international exploratory work on AI Overviews—formerly known as the Search Generative Experience. The team has long anticipated this day, and this morning’s live result validates their predictions and the preparation work they’ve been doing with clients.
“There’s been a lot of buzz about when and how this AI-based update would impact Australian search results, and we’re stoked to have our efforts validated this morning,” said René LeMerle (pictured below), GM of Growth at Bonfire. “The industry has been speculating on how AI-driven search would affect traffic, brand exposure, and more. We’ve been working closely with our clients to ensure they’re ready for this shift.”
The arrival of AI Overviews raises important questions for businesses across the country. How will this impact website visibility? What will happen to traffic patterns? Are traditional SEO tactics enough?
Bonfire believes the time has come for brands to seriously rethink their SEO strategies. Their research over the past year has equipped them with valuable knowledge on how brands could start to future- proof their search visibility and adapt to this new search era.
“It’s not just about keywords anymore. AI Overviews are changing how consumers discover, interact with, and learn more about brands. For Australian business owners, embracing this change won’t just boost your visibility; it will also help you build deeper connections with your audience.” said Matthew Elshaw, Bonfire’s Head of Media Strategy.
Now that the Google AI Overviews testing has begun in Australia, there’s a real need for Australian brands and marketers to get serious about future proofing organic search practices.
