BrightEdge’s latest research shows that Google’s AI Overviews are now appearing in ways that reflect what BrightEdge describes as “deliberate, aggressive choices” about where AI shows up and where it does not. These trends show marketers where AI search is showing up within the buyer’s journey and what businesses should expect.
The data indicates that Google is concentrating AI in parts of the shopping process where it gives clear informational value, particularly during research and evaluation. This aligns AI Overviews with the points in the shopping journey where users need help comparing options or understanding product details.
BrightEdge reports that Google retained only about 30 percent of the AI Overview keywords that appeared at the peak of its September 1 through October 15, 2025 research window. The retained queries also tended to have higher search volume than the removed ones, which BrightEdge notes is the opposite pattern observed in 2024. This fits with the higher retention in categories where shoppers look for explanations, comparisons, and instructional information.
BrightEdge explains:
“The numbers paint an interesting story: Google retained only 30% of its peak AI Overview keywords. But here’s what makes 2025 fundamentally different: those retained keywords have HIGHER search volume than removed ones—the complete opposite of 2024. Google isn’t just pulling back; it’s being strategic about which searches deserve AI guidance.”
The shifting behavior of AI Overviews shows how actively Google is tuning its system. BrightEdge observed a spike from 9 percent to 26 percent coverage on September 18 before returning to 9 percent soon after. This change signals ongoing testing. The year-over-year overlap of AI Overview keywords is only 18 percent, which BrightEdge calls a “massive reshuffling” that shows “active experimentation” and requires marketers to plan for change rather than stability. The volatility shows Google may be experimenting or responding to user trends and that the queries shown in AI Overviews can change over time.
My opinion is that Google is likely responding to user trends, testing how they respond to AI Overviews, then using the data to show more if user reactions are positive.
AI Is A Comparison And Evaluation Layer
BrightEdge’s research indicates that AI Overviews aligns with shopper intent. Google places AI in research queries such as “best TV for gaming,” continues support for evaluation queries like “Samsung vs LG,” and then withdraws when users show purchase intent with searches like “Samsung S95C price.”
These examples show that AI serves as an educational and comparison layer, not a transactional one. When a shopper reaches a buying decision, Google steps back and lets traditional results handle the final step. This apparent alignment with comparison and evaluation means Google is confident in using AI Overviews as a part of the shopping journey.
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