Google’s AI Overviews continue to disrupt search as we know it. For advertisers, the landscape is shifting fast, with AI-generated answers now appearing on more queries and across more industries. Early Adthena data shows Paid Search click-through rates could decline by 8–12 percentage points (roughly a 20–40% relative drop) as AI-generated answers take up more space on the SERP.
To understand the real impact of Google’s AI Overviews, Adthena’s data science team analyzed over 21 million indexes across two four-week periods (April – May and August – September) spanning five key industries: Retail, Travel, Finance, Healthcare, and Automotive.
Our goal was to uncover:
- How often AI Overviews appear across industries and search types
- Which types of queries are most likely to trigger them
- How AI Overviews visibility has changed over time, both by industry and by query length
What are AI Overviews and why they matterÂ
AI Overviews are Google’s generative responses to search queries. They appear prominently on the SERP, often at the very top, summarizing answers using a blend of AI-generated content and web citations.Â
These responses differ from traditional features like featured snippets or knowledge panels:
- Featured snippets pull directly from a single source.
- Knowledge panel answers rely on structured data and the knowledge graph.
- AI Overviews synthesize multiple sources.
Their position on the page makes them powerful, but also disruptive. Ads and organic listings are often pushed below the fold, forcing advertisers to rethink how they maintain brand visibility.
AI Overviews are moving down the funnel
In our first study, AI Overviews mostly appeared on longer, informational search queries. This time, we’re seeing that pattern break.
Across industries, AI Overviews are now triggering on shorter, high-volume keywords – the kind that drive paid conversions.Â
AI Overviews are no longer a purely top-of-funnel feature. They’re increasingly appearing on commercial queries, where ad spend and ROI are most concentrated.
This compression of the funnel is a significant shift: it means AI Overviews are starting to occupy the same space as PPC ads, reshaping where and how visibility can be won.
Industry deep dive: How AI Overviews are reshaping each vertical
The chart below shows the percentage of search indexes with AI Overviews across different query lengths, from single-word searches to 10-word queries for each industry.
This visualization highlights a similar pattern to the first study – a clear, consistent trend across all verticals: the longer the search query, the higher the likelihood of triggering an AI Overviews.
However, what’s changed this time is the scale and intensity of that effect. While longer searches still dominate AI Overviews triggers, we’re now seeing meaningful growth in shorter, high-volume queries, particularly in Finance and…
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