AI search, as of December 2025, is increasingly influencing Australian buying decisions by moving beyond simple keyword matching to understand user intent and provide direct answers or synthesised recommendations within the search results page, often before a user clicks a link.
Google’s Search Generative Experience (SGE), now widely available in Australia, exemplifies this. SGE utilises large language models to generate ‘AI Overviews’ – summaries responding to complex queries. These overviews draw information from multiple sources, including Google’s Knowledge Graph and indexed web pages. For Australian businesses, this means visibility relies less on ranking for specific keywords and more on providing comprehensive, structured data that AI can interpret. Google’s Gemini models, powering SGE, currently prioritise content adhering to schema markup, particularly for product information and local business details. Platforms like BrightLocal and Semrush now include tools to audit and optimise schema implementation for Australian businesses, with pricing starting around AUD$150/month for schema analysis features. Google has also announced that in 2027, AI Overviews will incorporate more personalised recommendations based on user search history and location data, further refining the search experience.
Ultimately, AI search functions by analysing vast datasets to predict and deliver the most relevant information directly to the user, reshaping how Australians discover and evaluate products and services.
