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AI Overviews: A complete guide for users and marketers
Feb 27th, 2025Google’s search results have evolved dramatically over the years. From ‘position zero’ Featured Snippets to the use of image shopping carousels, each innovation has changed how we find information. However, with the rollout of more prominent AI-driven features over the last 12 months, it’s possible we might just be witnessing the biggest ever evolution to Google SERPs.
If you’re in the UK, one of the biggest developments you may have noticed in your SERPs over recent months is the introduction of AI Overviews. Formerly known as Google’s Search Generative Experience (SGE), this feature is located at the top of SERPs and provides search engine users with quick, AI-generated summaries at the top of results pages.
This guide explains the concept of Google’s AI Overviews, how they work, and asks what they could mean for search accuracy and SEO strategies going forward.
What is an AI Overview on Google?
An AI Overview is an advanced search feature that appears at the top of search results and provides an AI-generated answer to the user’s query compiled from multiple sources across the web. The easiest way to think about AI Overviews is as a more advanced Featured Snippet that quickly answers user questions without requiring them to click through to individual websites.
According to Rich Sanger and Authoritas research, Google now provides AI Overviews in over 20% of its search results. For users, this means getting information directly from AI summaries instead of relying solely on organic search results and paid ads. In theory, depending on the intent of the user’s search, this removes the need for them to click on search results, keeping them on Google’s results page instead.
AI Overviews pull the information they display to the user from multiple sources to generate a concise summary. Typically, they will provide links to their chosen sources at the side of the overview, allowing users to fact check the information they find. The inclusion of these sources also represents an opportunity for marketers who still want their brand to appear at the very top of SERPs.
How do AI Overviews work?
AI Overviews use large language models (LLMs) to analyse a user’s Google search and then pulls relevant information from across the web, including indexed pages, structured data, and Google’s Knowledge Graph. The feature then processes this data to generate a concise answer, often supplemented by links to relevant sources for credibility and further reading for the user.
Naturally, the purpose of AI Overviews is to make the search process even easier for the user, providing an accurate answer to a question as quickly as possible. Of course, due to the processes it uses to generate the overview, the effectiveness of this SERP feature will always depend on the quality and reliability of the sources Google references on any particular topic. For this reason, when it comes to digital marketing, this means optimising content for AI Overviews is becoming increasingly important. Even if a site is ranking organically in position one for a particular query-based search term, if it’s excluded from a detailed AI Overview above it, the position one ranking is not as valuable as it once was.
How to use Google AI Overviews
In the UK, AI Overviews are integrated directly into Google Search, so as a user, you don’t need to do anything out of the ordinary to view AI Overviews. If an overview is available for a particular query, it will simply appear at the top of the search results.
How to enable AI Overviews
Although AI Overviews are still in the testing stage in some countries, meaning access may be limited, in the UK, you don’t need to do anything to enable them. As a core Google search feature, they should automatically appear when available for your searches.
Can you turn off AI Overviews?
Currently, in the regions where Google is displaying AI Overviews, the company doesn’t offer a direct option to disable them. Just like with Featured Snippets and paid results, if you prefer traditional organic search results, you can simply scroll past the overview to view the standard list of links. It is worth noting, however, that as Google continues to test their AI offerings, it encourages user feedback on this feature. According to the search engine giant, it uses all feedback to influence future developments and better customisation for future updates.
Are AI Overviews accurate?
AI Overviews are here to stay, and are likely only to become a more prominent feature on Google’s search result pages. That being said, it’s important to note that it’s still very early days when it comes to AI-generated search results. The best way to think about it is that AI Overviews are a helpful starting point for you as a search user, but should only be seen as that right now. With so-called ‘AI hallucinations’ still being reported on a semi-regular basis, their accuracy should be approached with measured skepticism, but not total dismissal. Google is continually refining its algorithms to improve reliability, but for the time being at least, caution is advised. As a user, you should always try to consult multiple reliable sources and not depend solely on the overview for critical information.
For brands and marketers looking to take advantage of this new feature, Generative Engine Optimisation (GEO) comes into play. Although still in its infancy – with much testing going on when it comes to AI Overview ‘ranking factors’ – early indications suggest that sites that create blog content that is well-structured and answers user queries concisely fare best. This is to say, brands and sites that publish frequent user focused content that answers common questions, targets long-tail keywords, and adheres to Google’s EEAT guidelines are most likely to appear in AI Overviews as a listed source.
As with every major development in organic search, as AI Overviews continue to reshape the search landscape, brands must adapt their technical and content strategies accordingly to remain visible and competitive. To find out more about AI Overview optimisation or for help with your future SEO and content strategies, get in touch with our expert team today.