The 2024 playbook was about earning citations. In 2026, answers can be bought, measured in Search Console or declined outright. Each choice now needs an owner.

The Gist

AI search has gone mainstream. Google's AI Mode and AI Overviews now reach billions of monthly users, so marketers must plan for discovery that happens inside AI answers as well as on the traditional results page.

Clicks are shrinking while search grows. Research shows clicks fall when AI summaries appear, yet Google search revenue keeps climbing. Brands now need visibility metrics that capture citations and impressions alongside the traffic and conversions their sites receive.

The playbook gained new decisions. Search Console AI reports, publisher opt-out controls and ads inside AI answers give marketers new levers. Teams must decide where to participate, what to measure and how to prepare content for AI agents.

Good news.…