Google’s artificial intelligence (AI) search overviews are inadvertently causing self-promotional listicles to backfire for many brands by recommending competitors, according to recent industry analysis.
The search engine has adjusted its AI Overviews to cite self-promotional content without endorsing the publishing brand, transforming what was once a common content strategy into a potential liability, particularly for smaller companies.
Research conducted across 100 business-to-business (B2B) queries for “best [category]” terms revealed that self-promoting brands were cited in AI Overviews but not recommended in approximately 69 percent of instances. Instead, AI recommendations consistently favored established category leaders, even when a smaller brand’s listicle was the source of the citation.
Industry expert Lily Ray noted that this shift means citations in AI search have become a questionable metric for success. A 2025 Pew Research study reported that only 1 percent of users click on links provided within AI summaries, further diminishing the value of mere citation.
The effectiveness of publishing self-promotional listicles now largely depends on a brand’s existing authority and market establishment, according to analysts. For smaller brands, this strategy can inadvertently lead Google’s AI to recommend their larger competitors.
Shopify, an e-commerce platform that previously published hundreds of such articles, appears to be responding to these changes by culling many of these pages from its website, reflecting a broader reevaluation of content strategies.
The global shift in Google’s AI search algorithm is compelling digital marketers to reconsider traditional search engine optimization (SEO) tactics, particularly those involving self-serving content.
Source: Search Engine Journal
