Why misleading AI Overviews can cause complications for brands

Luke Meredith

Google’s new AI Overviews feature is changing how people search, but not always in a good way.

A growing number of brands and marketers are worried because the tool often pulls information from places like Reddit and Quora, where anyone can post anything. That means opinions, old complaints or even false claims can end up being treated as facts in Google’s AI (artificial intelligence) generated answers.

The problem starts with how Google chooses its sources. The system gives a lot of weight to “real user experiences”, which pushes forum posts to the top. These posts can be emotional, one-sided or outdated, but the AI still summarises them as if they’re reliable. When a Reddit thread asking whether a company is a scam becomes popular, the AI may treat that conversation as the truth, even if the issue was solved years ago or was never accurate in the first place.

Experts in online reputation management say they’re seeing clear patterns. Negative comments rise faster than positive ones, old complaints get resurfaced without timestamps and sometimes, the AI ignores official statements from companies, choosing instead to highlight dramatic or extreme user comments. This creates a loop where one negative thread gets repeated again and again, making it seem more trustworthy than it really is.

The biggest concern is how quickly people accept these AI summaries. Many users don’t check the citations or look for more context. They simply trust the overview. This means misinformation can spread easily, and brands can be harmed by posts that were never meant to be taken as verified facts.

With all this in mind, businesses are being told to take a more active role in managing their online reputation. That includes keeping an eye on forum discussions, creating content that AI systems can understand and cite, responding to criticism with transparency, and making sure legal, PR and SEO (search engine optimisation) teams work together. The goal is to stay ahead of the AI so that false or outdated claims don’t define a brand’s image.

The rise of AI Overviews marks a new era in search. For companies, ignoring it isn’t an option. The information that AI chooses to highlight can shape public opinion in seconds, and brands need to be ready to respond just as quickly.

If you want to make your business succeed online in the AI era, look no further than Engage Web. Book a call with us today to get started.

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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.