Google is experimenting with an AI system that automatically generates meta descriptions for web pages.
Instead of displaying the description you write, this AI creates its own summary based on what it believes best matches the searcher’s intent.
In other words, the snippet users see on the SERP might no longer be your copy, it could be Google’s.
While it’s still in testing, this move signals a shift toward more dynamic search results, with Google aiming for greater control over how web pages are represented.
This makes it more important than ever for your site to clearly convey context, relevance, and authority. Poorly structured or vague content could lead the AI to rewrite your message entirely.
That’s why we’re working with clients to enhance their on-page signals and schema, ensuring Google’s AI accurately interprets and presents their content.