Generative AI (commonly known by names like ChatGPT, Google Gemini, or Claude) are programs that can generate media like text, images, or even code based on patterns it has gathered from sets of its training data.

This means that “artificial Intelligence” is not "thinking"—it’s predicting. AI cannot remember. Instead, it generates answers word by word based on a large pool of potential data.

This means that it can often provide information that is incorrect—though it may sound like the opposite! In fact, AI has been known to make up facts or talk its way around a subject—not providing any experience or advice.

• Brainstorming – Need 10 ideas in 5 minutes? AI can help.
• Data Analysis – Spot trends in a data sample faster (but always needs verify with human eyes).

• Writing final drafts without editing.
• Making strategic decisions (like bidding adjustments) without oversight.
• Replacing original research or expert insights.

Gemini is Google's generative AI chatbot—useful for brainstorming ideas or drafting. AI Overviews (AIO), on the other hand, are AI-generated answers at the top of Google search results, pulling data from websites (sometimes unreliably) and absorbing clicks from businesses.

Google’s AI pulls from:

• High-authority websites like your website—if it’s well-optimized and trusted.
• Featured snippets like "People Also Ask" data.

The Problem? AI Overviews, like any other generative chat AI, sometimes make up answers or cite fake or unreliable sources. AI Overviews also mean a rise of zero-click searches. This means that more traffic may be coming in through Google than through your pages, which could show less users than in the past when judging organic traffic metrics.

If you’d like to search the web without AI Overviews, there is an easy way to revert to a more streamlined point of view that lists sites according to Google’s algorithm without the addition of AI:

1. Use the "Web" filter – Click "Web" under “More” in the search bar after searching to see only traditional links.
2. Opt out via Search Labs – If you’re in Google’s test group.

As we stated above, the best way a business can use AI is thoughtfully and sparingly.

AI can be used to speed up planning or research processes—not to replace expertise. Tools like generative AI may help find patterns in data or provide some analysis of your competitor’s websites, but we always recommend expert perspectives that can fact-check and refine any marketing strategies. 

AI excels at spotting trends and testing variations, but it’s important to set strict guardrails to your AI queries first—never let AI fully control your marketing strategy. Ask AI questions for a general answer, but it cannot deep dive or understand context. Only a marketing expert who knows your brand can inject your brand’s knowledge into your content or determine what current trends mean for your business’s marketing goals.

AI won’t replace marketers—but marketers who use AI well will do better than those who use this took recklessly. Always oversee AI outputs: fact-check, edit, and add your expertise to any information gleaned from AI outputs. AI can’t fact-check itself or replicate your unique expertise. Don’t let an artificial intelligence or language generation model lead your strategy. Instead, use AI as a tool, with lots of oversight.

Looking for someone to help you navigate the changing waters of digital marketing and AI optimization? At Creekmore Marketing, we’re your local marketing experts. Whether you’re tweaking your SEO or refining PPC bids, we’ll help you work smarter, not harder by providing human-led marketing solutions for your business.

What’s your biggest AI marketing challenge? Let us know! Book a free consultation today to learn how we can help your business grow with dedicated efforts from our team of over 50 professional marketers!