TL;DR
There’s a fascinating paradox happening in the world of search right now.
As AI-powered tools like Google’s AI Overviews become more prominent, a curious question has emerged…
Are these AI systems primarily showcasing content written by other AI systems?
The reality behind AI Overview sources
Recent research has uncovered some eye-opening findings about what AI Overviews actually cite.
Contrary to what many assume, the majority of sources featured in AI Overviews are still human-written content. However, AI-generated content is appearing more frequently than you might expect.
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Did You Know? Studies analysing millions of AI Overview citations found that approximately 87.8% of cited pages are at least AI-assisted.
The distinction matters – there’s a significant difference between content that’s been enhanced or edited with AI tools and content that’s been entirely created by artificial intelligence.
About 10.4% of AI Overview citations are flagged as AI-generated content, particularly in Your Money or Your Life (YMYL) topics like health, finance, and legal advice. This percentage might seem small, but it represents a notable shift in how information flows through our digital ecosystem.
Why traditional rankings still matter
Here’s where it gets interesting for businesses focused on SEO. Around 40.58% of AI citations come from Google’s top 10 search results, with pages ranking in position one having a remarkable 33.07% chance of being cited in AI Overviews.
This reinforces what we’ve always known at Bulldog. If your content isn’t performing well in traditional search, it’s highly unlikely to be featured in AI-generated summaries either. The same principles that have always driven good SEO – quality content, authority, relevance, and user value – are what AI systems look for when deciding which sources to cite.
Related read: Is AI Changing SEO?
The human touch advantage
What’s particularly encouraging for businesses creating authentic, human-driven content is that AI systems still favour genuinely useful, well-researched material. Google emphasises source quality (E-E-A-T) for AI citations, and we’ve observed instances where highly authoritative content from a lower-ranking page was cited over less credible top-ranking content.
This means that even if you’re not sitting at position one, exceptional content that demonstrates expertise, experience, authoritativeness, and trustworthiness can still earn AI citations.
It’s quality over position – though ideally, you’d want both.
The citation game is changing
One crucial shift we’re seeing is that 52% of AI Overview citations come from outside the top 100 search results. This opens up opportunities for businesses with strong, niche content that might not traditionally rank on page one but offers unique insights or comprehensive coverage of specific topics.
AI systems are particularly drawn to content that appears in industry reports, authoritative news sources, and comprehensive guides. They favour sources that cite credible references, provide detailed explanations, and demonstrate clear expertise in their subject matter.
What this means for your content strategy
The key insight here isn’t that AI Overviews prefer human or AI content specifically – it’s that they prioritise helpful, accurate, and authoritative information regardless of how it was created. Google doesn’t explicitly penalise or reward content based on whether it’s human or AI-generated when selecting sources for AI Overviews.
However, there’s a practical reality to consider. AI-generated content often lacks the unique insights, personal experience, and understanding that comes from human expertise. When you’re competing for AI citations, content that demonstrates genuine knowledge and provides unique value tends to perform better.
The feedback loop concern
One interesting development is what researchers are calling the “AI eating its own tail” phenomenon. We’re potentially witnessing the emergence of an AI content ecosystem where machines talk to machines, with AI-generated content being cited by AI systems, which could then influence future AI training data.
For businesses, this reinforces the value of creating original, human-driven content that brings fresh perspectives and unique insights to your industry. While AI can assist with content creation, relying entirely on it may result in generic information that blends into the background noise.
Practical steps for earning AI citations
The path to earning AI Overview citations isn’t dramatically different from traditional SEO best practices, but there are some specific considerations:
➡️ Focus on comprehensive, well-structured content that thoroughly addresses user questions. AI systems favour sources that provide complete answers rather than surface-level information.
➡️ Ensure your content demonstrates clear expertise and authority in your field. This includes proper citations, author credentials, and evidence of real-world experience.
➡️ Create content that fills gaps in existing information rather than simply rehashing what’s already available online. AI systems look for sources that add unique value to the conversation.
The fundamentals haven’t changed
Despite the growing presence of AI-generated content online, AI Overviews aren’t exclusively showcasing robot-written material. The majority of citations still come from human-created sources, particularly those that rank well in traditional search results.
This means your existing SEO strategy remains relevant and valuable. Quality content creation, authority building, and user-focused optimisation are still the foundations of online visibility – whether you’re targeting human searchers or AI systems.
Let’s start with a chat, not a sales pitch
Book a quick call to get started – just a friendly chat to see if we’re the right fit and how we can help.
At Bulldog, we’re helping businesses navigate this evolving landscape by focusing on what has always mattered: creating genuinely useful SEO content that serves your audience’s needs. Whether it’s a human or an AI deciding which sources to trust, the fundamentals of good content haven’t changed.
