AI Overviews and Danish search: what changes for you

AI-generated answers now appear above many search results, and people ask AI assistants questions they used to type into Google. For Danish businesses, the picture is less clear than for English-language sites. This guide sets out what we see, what we don't know, and what to check.

What an AI Overview is

A summary written by an AI model, shown above the normal results for some queries, with links to the sources it used. Other tools, such as ChatGPT and Perplexity, give similar answers in a chat format and may also cite sources.

What we can observe

• AI answers for Danish queries are less common than for English queries, and they appear for different types of questions. This changes frequently, so check your own queries rather than relying on general statements.
• Answers tend to cite pages that state facts clearly: definitions, prices, step-by-step instructions, comparisons.
• Brands with consistent, clear information across their own site and other sources are easier to describe accurately.

What we don't know

Nobody outside the companies that run these tools knows exactly how sources are chosen. Be cautious of anyone selling a guaranteed way in. What can be done is to measure, improve clarity and check again.

Five checks you can run today

1. Write 10 questions your customers might ask. Ask them in Danish and English in a few AI tools. Note whether you're mentioned and what's said.
2. Check what's said about you. Is it accurate? Is your business description, location and offer correct?
3. Look at your key pages. Do they state facts plainly: what you do, for whom, in which area, at what price?
4. Check your schema markup: Organization, Service, FAQ where relevant. Are they valid?
5. Look at the third-party sources about you: directories, press, review sites. Are they consistent with your site?

What to do next

Repeat the checks monthly and keep a log with dates. Change one thing at a time where you can. If you'd like us to do the baseline for you, the AI visibility audit is DKK 6,500, delivered in 10 working days.