By Dewan Ysul Zulkarnain
Wednesday, May 22, 2025
Google’s new AI-generated responses, known as Google AI Overviews, have begun to alter the landscape of online search—appearing in 13.14% of all U.S. desktop searches in March, according to new data from Semrush and Datos. That figure marks a staggering 102% increase since January, when the AI Overviews feature showed up in only 6.49% of queries.
This rapid rise isn’t just a technical upgrade—it marks a fundamental shift in how users consume information on Google. And for digital publishers, advertisers, and SEO professionals, the implications are as promising as they are unsettling.
A Search Engine No More?
For years, Google has been gradually transforming from a traditional search engine into what many now call an “answer engine.” Where once users were directed toward third-party websites, now they are more likely to receive AI-generated summaries directly in the search interface—sometimes without needing to click away at all.
While some welcome the Google AI search update for its efficiency, others criticize it for potentially reducing referral traffic to websites—posing risks to the broader web ecosystem.. As digital marketers scrutinize the AI Overviews SEO impact, early signs suggest a measurable decline in click-through rates (CTR) across multiple verticals.
“Google is no longer just a search engine. It’s becoming a destination in itself,” said Vadim Supitskiy, CTO of Forbes, in a recent industry panel. “For publishers and brands, that changes everything about how visibility and engagement work.”
Explainer: What is AI Mode, Google’s new artificial intelligence search technology?
Who’s Affected by Google AI Overviews — and How?
According to the study—which analyzed over 10 million keywords—88.1% of AI Overviews appeared in informational queries, such as “what is BMR” or “how does sunscreen work.” While this category remains the most dominant, commercial queries rose to 8.69%, up from 6.28% in January. Even navigational queries—searches meant to reach a specific site—doubled in AI Overview appearances, increasing from 0.74% to 1.43%.
This broadening scope suggests that Google AI Overviews adoption rate is not only increasing but diversifying. As Semrush noted, “Google is slowly creeping into conversion territory.”
Industries most impacted by the rise include:
- Science (+22.3%)
- Health (+20.3%)
- People & Society (+18.8%)
- Law & Government (+15.2%)
- Travel (+14.3%)
Conversely, time-sensitive verticals like News and Sports remain relatively unaffected, implying that Google AI in search is still cautious when it comes to AI-generated content for breaking events.
A Decline in “Zero-Click” Dominance?
Interestingly, one of the more nuanced findings from the AI search results study concerns so-called “zero-click” searches—when users find the information they need without clicking on a result.
Contrary to fears that AI Overviews would escalate zero-click behavior, the opposite may be happening. The study found that zero-click activity fell to 36.2% in March, down from 38.1% in January. According to Semrush, this indicates that “AI Overviews do not automatically increase zero-click behavior,” challenging a widely held belief that AI answers might hoard all user engagement.
Still, the concern remains. As Google’s AI model evolves, so too does its capacity to answer conversion-related queries directly—potentially bypassing businesses, brands, and independent content creators.
The Road Ahead for SEO and Publishers
The long-term impact of Google AI Overviews on organic traffic remains to be seen, but digital strategists are already adapting. SEO experts are now exploring content optimization techniques specifically designed for AI in SERPs, including structured data, conversational tone, and “entity-based” content.
“Instead of writing for humans alone, brands now need to consider how to communicate with algorithms,” said Lily Ray, SEO Director at Amsive Digital. “That means anticipating not just what your audience wants, but how AI will interpret and present your content.”
For tailored strategies on adapting to AI-driven search changes, explore AWISEE’s SEO services.
With the Google AI Overviews feature growing at a rapid clip and touching nearly every industry, its influence over search behavior and digital marketing is undeniable. As Google shifts from indexing content to interpreting it, the playing field for traffic, visibility, and trust continues to tilt. Whether this evolution enhances user experience or marginalizes publishers will be one of the most important digital questions of 2025.
Here is the report based on which this news article was written.
