Google’s AI Overviews have quickly moved front and centre in search results. Type almost any question into Google, and an AI-generated answer now appears within seconds.
While AI Overviews can improve a brand’s visibility and SEO, they also introduce new risks that marketers and online reputation management (ORM) professionals need to take seriously.
AI Overviews pull information from a wide variety of sources. These include reputable articles, case studies, and YouTube videos, but also user-generated platforms such as Reddit and Quora. The issue is that AI Overviews often treat opinions from these forums as factual information. As a result, inaccurate, outdated, or misleading content can surface prominently in search results.
Why Reddit and Quora Appear So Often in AI Overviews
Google’s AI Overviews heavily favour forums like Reddit and Quora. According to Business Insider, Reddit is the second most-cited source in Google AI Overviews.
There are several reasons for this. Forum users tend to ask and answer highly specific, niche questions that are rarely addressed elsewhere on the web. These detailed discussions align well with AI-driven search prompts. In addition, Google has an ongoing partnership with Reddit, reportedly worth around $60 million, and uses Reddit data to help train its AI systems.
Google also prioritizes conversational content and real user experiences. From Google’s perspective, answers from people who have asked similar questions or faced similar situations feel more “authentic” than traditional brand messaging.
Why This Leads to Misinformation and Brand Risk
While forum content can add useful context, it also introduces serious challenges for brands.
ORM professionals have observed several troubling patterns in AI Overviews. First, negative Reddit threads are often disproportionately featured. AI Overviews tend to prioritize forum opinions over official brand statements, FAQs, or press releases.
Second, AI-generated “pros and cons” summaries often lack balance. Although they are designed to provide objectivity, these summaries frequently emphasize negative feedback from forums while overlooking positive brand attributes or recent improvements.
Finally, AI Overviews sometimes surface outdated information. For example, they may claim a brand is running a promotion or facing an issue that was resolved months or even years ago.
According to Search Engine Land, 82% of Google AI Overview citations come from deep pages, such as Reddit threads. In some cases, a single negative Reddit post can be cited multiple times, amplifying its impact.
Because AI Overviews are highly visible and difficult to avoid, many users accept their summaries as fact. Few people take the time to check citations or conduct additional research, which allows misinformation to spread quickly and gain credibility.
How Misinformation Can Hurt Your Brand
Misinformation in AI Overviews can be particularly damaging for businesses and entrepreneurs.
A small number of inaccurate or biased statements can be presented as factual summaries, discouraging potential customers and damaging trust. Even when claims are false, they can influence purchasing decisions and harm a brand’s reputation.
At present, brands have limited visibility into how AI summaries are generated and little control over correcting misleading information. This makes proactive reputation management more important than ever.
How Brands Can Respond to Misleading AI Overviews
While AI Overviews are difficult to control directly, brands are not powerless.
A strong response starts with a clear ORM strategy. Working with an experienced ORM specialist or team can help businesses take a proactive approach.
Key actions include regularly monitoring online forums and search results. A simple search of your brand name can reveal discussions on Reddit, Quora, social media platforms, and other sites that may influence AI summaries. Consistent monitoring allows brands to identify issues early before they escalate.
Brands should also invest in creating authoritative, AI-friendly content on their own websites and social channels. Content that is clear, well-structured, and easy to cite is more likely to be referenced by AI Overviews. Over time, this can help push down negative or misleading results.
No brand is immune to criticism. When constructive feedback appears online, responding professionally and transparently can build trust. For harmful, defamatory, or misleading content, it is best to consult an ORM specialist to determine appropriate next steps.
Finally, brands should consider collaborating with legal, SEO, and PR professionals. Having expert support in place ensures a faster and more effective response if a reputational issue arises.
