Pl. II02 · empiricist · Measurement

Lily Ray

VP, SEO Strategy & Research, Amsive · New York, NY, USA

The empiricist

Forensic citation analysis plus a willingness to publicly grade Google's homework.

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Curator's note

Lily is the most-cited running observer of what AI Overviews actually do in the wild. She publishes the screenshots, the data, and the uncomfortable conclusions — often before anyone else has noticed the change.

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AI Overviews citation studies

amsivedigital.com

Her ongoing large-sample citation analysis is the most-referenced empirical work on what AI Overviews actually surface.

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Updated May 2026