Google AI Overviews: What it means for pharma

Google AI Overviews are a feature within Google Search that uses large language models (LLMs), specifically Google’s Gemini models, to generate concise summaries of search queries. They aim to simplify complex queries, reduce the need to open multiple tabs, and help users quickly understand a topic or make decisions.

As such, Google AI Overviews represent a major shift in search for the pharma industry, moving from traditional link-based results to AI-synthesised summaries, providing efficiency and clarity for users – but, at the same time, introducing challenges around accuracy, privacy, and content visibility.

EVERSANA INTOUCH’s 2026 Pharma AI Overviews Report covers the rapid evolution within the Google AI Overviews landscape, showing that AI Overviews are now triggered on 75% of pharma searches – a considerable increase from last year. Meanwhile, although organic traffic to top positions is taking a significant hit, being cited in the AI gives a massive Click-Through-Rate (CTR) boost.

To find out more, pharmaphorum spoke with Josie Black, Vice President, Head of SEO and GEO, at EVERSANA INTOUCH.

Q. In a sentence, describe the rapid evolution within the Google AI Overviews landscape this past year.

Josie Black: In the past year, Google has shifted from a directory of external links to an AI-powered answer engine, with AI Overviews (AIOs) now acting as both the front door and the gatekeeper for pharmaceutical discovery on 75% of searches.

Q. One key addition added to this year’s study was the addition of “fan-out queries” – what are they and why do they matter?

Think of fan-out queries as AI’s invisible discovery layer. When a user conducts a search, the AI dynamically decomposes that query into background searches to gather and synthesise information on the user’s behalf.

This matters because, looking at past years’ keyword strategy, a brand might believe they are fully optimised for what users search, but they may be overlooking the queries and information AI platforms use to synthesise answers, limiting potential brand visibility.

Discovery is non-deterministic. AI can generate follow-up investigations or sub-topics in real-time based on context (that’s what the “fan-out” is). To win visibility in AI search, a brand must perform well in that hidden layer of discovery as well.

Q. As you’ve noted, ~ 75% of pharma keywords triggered an AI Overview. Explain what this means.

The traditional, linear conversion funnel is a thing of the past. AIOs reduce clicks when present, even when brands are cited as a source, because they provide comprehensive answers and brand visibility before a user ever sees a website. In 2025, when prevalence was only 50%, brands could prioritise optimising for keywords that did not trigger an AIO. Today, that real estate is rapidly shrinking. Brands must either optimise for AIOs or accept that AI may shape brand perception without their input.

Q. The increase in AIO prevalence year over year and the added data layer of hidden background searches conducted by AI/LLMs proves that GEO/ SEO is more important than ever. How can an optimal SEO foundation be built for best GEO visibility?

To build an optimal foundation, SEO/GEO should no longer be viewed as an isolated channel tactic and be embraced as the foundational infrastructure required for discoverability. SEO/GEO is the engine powering content optimisation for machine and human discovery through technical optimisations, off-site brand building (including social media, Reddit, YouTube, and link building), high-quality content, and a strong user experience.

Q. And how does all this impact the larger ecosystem of pharma marketing?

AI search has become an integral step in the digital ecosystem. It is a foundational change in how people experience the digital world. AI-mediation is the reality where AI is deciding who gets discovered or not. Search isn’t going anywhere, but it is more fragmented with more opportunities to be discovered.

Traditional search, AI search, and social media are all avenues for potential patients and HCPs to discover and engage with brands, products, and information. This evolution highlights the importance of breaking down individual channel silos.

SEO/GEO must be considered and partner with PR, content strategy, development, social media, and digital marketing in general to have the greatest impact.

About the interviewee

Josie Black is Vice President, Head of SEO and GEO, at EVERSANA INTOUCH. Black helps life sciences brands improve their digital discoverability and connect patients with critical health information across modern search channels. An experienced search marketing leader, she is known for driving digital innovation, contextual AI strategies, and organic growth at the intersection of technology and patient care. She brings deep expertise in search engine optimisation, generative AI platforms, and omnichannel strategy, helping organisations translate complex algorithmic challenges into scalable, patient-centred outcomes. She has spent years advancing digital strategies and authoring industry thought leadership on the impact of AI in pharma marketing within EVERSANA INTOUCH.