The integration of artificial intelligence into Google’s search results is rapidly transforming the digital marketing landscape. One of the most significant developments in this area is the growing presence of AI Overviews—summarized, AI-generated responses that appear directly on the search engine results page (SERP). According to recent data, AI Overviews now show up in 14% of analyzed search queries, up from 6.49% at the beginning of 2025. This sharp rise signals a pivotal shift in how users interact with search results—and how marketers must adapt.
Uneven Impact Across Industries
The adoption of AI Overviews is not affecting all industries equally. Sectors like biotechnology and education are seeing some of the highest levels of integration:
- Biotechnology: 35% of keywords trigger AI Overviews
- Sciences: 33%
- Educational Services: 31%
- IT Services: 30%
“We are witnessing an unprecedented redistribution of web traffic,” says Guillermo Reynoso, Director of BIG Hacks SEO Agency. His team has been monitoring these developments closely within the Mexican digital market. As AI takes over more SERP real estate, traditional organic links are being pushed further down the page—making it harder for sites to attract clicks.
Declining CTRs
The data paints a concerning picture for web traffic. Multiple studies have reported a significant drop in click-through rates (CTR) when AI Overviews are present:
- Ahrefs recorded a 34.5% decrease in the CTR of the top organic position.
- Amsive noted an average CTR reduction of 15.49%.
- Some outlets have even reported drops of up to 56% in their click-through rates.
This means fewer users are clicking on traditional links, as they may find the information they need directly from Google’s AI-generated summaries.
Quality Over Quantity?
However, this decline in traffic may come with a silver lining. While overall click volume is decreasing, the quality of traffic appears to be improving.
“The user who arrives at your website after engaging with an AI Overview is much further along in their buying journey—and far more qualified,” Reynoso explains. These users have already interacted with content tailored to their specific intent, making them more likely to convert into leads, customers, or loyal followers.
Concerns About Quality and Spam
Despite the potential upsides, AI Overviews are not without issues. There are increasing concerns about information accuracy and spam vulnerability. Reports indicate that some SEO professionals and bad actors may be gaming the system to appear within AI-generated results. As with any new technology, misuse and manipulation pose significant risks—especially when users rely on these answers for decision-making.
Strategic Adaptation Is Key
For digital marketers, the rise of AI Overviews demands a new approach. Traditional SEO tactics may no longer suffice. Instead, marketers should focus on:
- Creating content that aids decision-making: Prioritize in-depth, helpful content that answers users’ questions directly.
- Monitoring and updating seasonal content: Stay aligned with shifting interests and search patterns.
- Optimizing for entity-based search: Especially critical for categories like entertainment, where Google’s AI relies heavily on structured knowledge.
“Visibility now means optimizing for AI Overviews,” Reynoso emphasizes. “This requires rethinking how we produce and structure content.”
The Future of Search
As Google continues to enhance its AI capabilities, an essential question arises: Are we, as an industry, ready for a future where user interaction happens increasingly within Google’s platform—and less on our websites?
If the current trends continue, digital marketers will need to place greater emphasis on content quality, user intent, and AI-compatibility to remain visible and relevant. The rules of search are changing—those who adapt early will have the best chance of thriving in this new AI-driven landscape.