Google is experimenting with something that could rattle up the usual SEO playbook: Ai-generated descriptions for search results. In some tests, Google isn’t just summarising snippets, it’s replacing the meta descriptions you (or your team) painstakingly wrote with entirely new copy created by their Ai (look for a little Gemini icon beside the description).

There are two main versions of what they’re testing:

1. Full replacement: Google’s Ai writes a brand new description, replacing your meta description entirely.
2. Summary overlay: Google shows your description, but adds or overlays an Ai-written summary of the page.

Why you should care

Meta descriptions have always been a loose suggestion

Even before Ai, Google often ignored the meta description you set and used content from your page dynamically. So this isn’t wholly new, it’s a shift in how much control you have.

CTR (Click-Through Rate) impact

If Google’s Ai writes something different, something it “thinks” is more relevant, it might change how often users click your result. That’s a direct hit (good or bad) on your traffic.

You might disagree with the Ai version

The Ai’s summary might misinterpret or oversimplify your content. What if it emphasises something you don’t want to highlight? That’s a risk.

What you should do now (Your next moves)

1. Keep optimising your meta descriptions

Don’t stop writing them. They still matter, first because Google may use them, and second because the Ai might draw from them as input. Make them crisp, relevant, and aligned with user intent.

2. Audit page content for clarity

Make sure your pages have clear, well-structured content (headings, summaries, bullet points). The Ai will need good material to summarise from. If your content is muddy, the Ai’s output likely will be too.

3. Monitor your SERP performance closely

Track click-through rates, impressions and rankings. If you notice weird drops or shifts after these Ai descriptions roll out, that’s a signal to dig deeper.

4. Be prepared to push back

If the Ai consistently produces misleading or irrelevant descriptions, there might be opportunities (or even demands) to override them or notify Google. Stay alert to updates from Google and in the SEO community.

What this means for our clients

For our clients and campaigns, this shift underscores what we’ve always believed: you don’t just write for algorithms, you write for people. But now, the Ai is another “reader” between you and those people.

• We’ll review and refine meta descriptions across client sites, ensuring they’re optimised and future-proof.
• We’ll strengthen the on-page structure and content so any Ai summary is as accurate and compelling as possible.
  • We’ll set up tighter tracking so any drop or change in CTR is flagged early.