YouTube joins Google's AI Overviews: what marketers need to know
YouTube is testing video carousels in Google AI Overviews. Here's what this means for your search visibility.
Google’s AI-powered search is about to get more dynamic—and brands should take note.
YouTube is now testing a video carousel integration directly inside Google’s AI Overviews, a major shift that could reshape how consumers discover products, places, and experiences through search.
This article explores YouTube’s latest experiment, why it matters for marketers, and what strategic moves you should consider as video content becomes an even bigger part of AI-driven search.
Short on time?
Here’s a table of contents for quick access:
- What’s happening with YouTube and Google AI Overviews?
- Why this matters: video SEO enters a new phase
- What marketers should know: action steps for early movers
Atikah Amalia
What's happening with YouTube and Google AI Overviews?
YouTube has begun testing a new feature that places video carousels directly within Google’s AI Overviews. The confirmed experiment surfaces relevant YouTube videos for English-language product and location-based searches, like “best noise cancelling headphones” or “museums to visit in San Francisco.”
This test is limited to a small group of YouTube Premium users in the US, according to a company blog post. It's one part of Google’s broader push to make its AI-generated search results more visually engaging and informative.
At the same time, Google is separately piloting a dedicated “AI Mode” in Search, which offers an entire page of AI-generated results. Ads already run inside AI Overviews, and Google has signaled it plans to extend advertising into AI Mode too.
Why this matters: video SEO enters a new phase
This move could mark a significant evolution in how video content influences search rankings and user behavior:
- Expanded search real estate: If video carousels become standard in AI Overviews, brands with strong YouTube presences could dominate critical first-page results for high-intent queries.
- Greater emphasis on multimedia content: Text optimization alone won't cut it. Marketers may need to integrate video more tightly into their search strategies to maintain visibility.
- Shift in user engagement patterns: AI Overviews already reframe how users interact with search results. Adding video could tilt user attention even further toward visual and experiential content.
Competitors like OpenAI and Perplexity are taking different routes, striking deals with publishers to embed fresh text-based content into AI answers. Google, meanwhile, seems to be betting on video to make AI search feel more dynamic and tangible.
Patrecia Meliana
What marketers should know
Now is the time for brands and PR pros to get ahead of the curve. Here’s how:
- Optimize your YouTube content for search.
Ensure your titles, descriptions, tags, and thumbnails are SEO-friendly for product and location queries. Focus on creating highly relevant, keyword-rich videos that AI Overviews could surface.
- Prioritize video in your content mix.
If you haven’t built out a video strategy yet, this is a wake-up call. Video content isn’t just a nice-to-have for social anymore—it’s becoming core to search discoverability.
- Monitor emerging search trends.
Keep an eye on how AI Overviews evolve, particularly for your industry. New opportunities could open up for paid promotion and organic placement inside these carousels.
- Prepare for new ad formats.
As Google moves toward monetizing AI Overviews and AI Mode, expect new video ad units and placements that could intersect with this feature. Start budgeting and testing accordingly.
YouTube’s integration into Google’s AI Overviews is more than a flashy update—it’s a signal that video is moving from the sidelines to the center of AI-driven search.
For marketers, the message is clear: invest in quality video content now, or risk getting edged out of the future search landscape.
Staying agile, testing video-focused SEO tactics, and tracking how AI Overviews develop will be crucial for brands looking to stay competitive as Google’s AI search ecosystem continues to evolve.
