Everything about Google AI Overviews: How things have changed from SGE to now

Written by
Daria Chetvertak
SEO and Content Marketing Expert at SE Ranking, specializing in AI Overviews, link building, Looker Studio reporting, and other SEO-related topics.
Reviewed by
Ivanna Vashyst
SEO Specialist at SE Ranking. Ivanna has experience in content marketing, technical SEO, building and performing successful SEO strategies
Jun 18, 2025
26 min read

AI is being integrated into every field, and Google is no exception. The company actively uses this technology across its innovations, including search pages. That’s right—we’re talking about the popular AI Overviews!

We’ve put together a hub article with everything about AI Overviews—how they work and how they’ve changed over time. We’ll keep it updated with the latest changes, so bookmark it and stay in the loop!

What are AI Overviews?

AI Overviews (AIOs) are AI-powered snippets that appear at the top of the Google SERP and offers an immediate, extended answer to the user’s query. Google pulls information from various sources to provide insights directly on the search page, eliminating the need to click through multiple websites.

New AI Overviews

A look at the history of AI Overviews

Its launch marked a shift in traditional search, kicking off a new era of SEO, where the focus is shifting toward optimizing websites for AI Overviews.

History of AI Overviews

What is Search Labs and how does it relate to AI Overviews?

Search Labs is Google’s innovation testbed—a program where users can try early-stage Google Search experiences and provide feedback. AI Overviews is one of these experiments that allows you to see AI Overviews on more Google searches and access additional generative AI features in search.

Alongside AI Overviews, other experiments include Google Vids, Ask Photos, Gen AI in Chrome, Help Me Script, and more. Search Labs is available only in Google Chrome, in 7 languages, and across over 120 countries

Google Search Labs

AI Overviews share in search

According to our May 2025 study, about 30% of keywords trigger AI Overviews in US SERPs. This data spans five states but covers a wide geographic range across the US.

AI Overviews' appearance rates by states

The numbers looked noticeably different in 2024. As shown in the chart, the share of AI Overviews across the USA was around 19% in November 2024. This is nearly the same share as January of that year. In June and July 2024, the share was roughly half of what it was in November. By August 2024, AI Overviews appeared in about 12.5% of desktop searches.

AI Overviews search presence in 2024

According to SE Ranking’s latest study, the niches with the highest percentage of AI Overviews include Relationships (around 61%), Business (around 57%), Education (around 50%), and Food & Beverage (around 46%).

Niches with the highest and lowest AI Overviews' appearance rates (2025)

But don’t let the seeming insignificance of these numbers fool you. AI’s impact on search is more like an unraveling yarn. More queries will generate more AI snippets over time.

Queries that trigger AI Overviews

AI Overviews show up for longer, more informational searches. According to our May 2025 study, 10-word queries trigger AI Overviews over five times more often than single-word searches (69.21% vs. 12.78%).

AI Overviews appearance by query length (2025)

AI Overviews are reserved to answer complex questions, where Google feels it can add value beyond the search results. 

According to seoClarity Research, over 96% of AIOs are triggered by informational user intent, while they appear in transactional queries only 1.2% of the time.

Our recent study spanning 5 states across the US confirms that as search volume increases, the frequency of AI Overview appearances drops significantly. For keywords with a search volume between 0 and 10, AI Overviews appear at a rate of 30–31% across the board. This is because highly specific long-tail keywords, which are more likely to trigger AIOs, typically have low search volumes.

So, you’re less likely to see AIOs for broad terms like “attorney vs lawyer,” but they’re more likely to show up for detailed queries like “difference between attorney and lawyer.”

Google's SERP
Google's SERP with AIOs

Locations where you can see AI Overviews

Current situation (June 2025)

In late May, at Google I/O 2025, the company announced the expansion of AI Overviews to new countries and languages. With this rollout, AI Overviews are now available in over 200 countries and territories, and in more than 40 languages.

Find the latest list of countries where AI Overviews are available here.

What was it like before?

  • May – August 2023: 🇺🇸United States with Search Labs only

From the initial launch of the first version of SGE until August 2023, it was available exclusively in the US and only to Search Labs users enrolled in the experiment.

  • August 2023 – May 2024: 120+ countries with Search Labs only

In August 2023, the generative AI experience in Search Labs was expanded to India and Japan. By November 2023, it had been rolled out to more than 120 additional countries and territories.

  • May – August 2024: 🇺🇸United States without Search Labs and other 120+ countries with Search Labs only 

After the official launch, AI Overviews became available to all users in the US. Others had to enable Search Labs to access these AI-powered results.

  • August – October 2024: 6 countries without Search Labs

Google announced on August 15th 2024 that AI Overviews were rolling out in: 

  • 🇺🇸United States
  • 🇬🇧United Kingdom
  • 🇧🇷Brazil
  • 🇲🇽Mexico
  • 🇮🇳India
  • 🇮🇩Indonesia‍‍
  • October 2024 – March 2025: 100+ countries and territories worldwide without Search Labs + Incognito mode

In October 2024, AI Overviews were rolled out in over 100 countries and territories worldwide, no longer requiring Search Labs access. Plus, users could get them in any of the currently supported languages, including English, Hindi, Indonesian, Japanese, Portuguese, and Spanish.

Google also began showing AI Overviews for Incognito mode and users who are not signed in.

  • March – May 2025: Rollout across Europe

In early March 2025, Google began testing AI Overviews in Europe. They were seen in testing in Germany and Spain, with an SEO expert noting similar trials in Switzerland and Italy.

In late March 2025, Google officially rolled out AI Overviews in European countries. Here was the official list of supported European territories for AI Overviews at the time:

  • Austria
  • Belgium
  • Germany
  • Ireland
  • Italy
  • Poland
  • Portugal
  • Spain
  • Switzerland
  • United Kingdom

In these countries, AI Overviews were limited to users 18 and up.

Plus, Google added German, Italian, Polish, and French to its list of AIO-supported languages.

Since May 2025, Google has been showing its AI Overviews feature to users in Turkey, Sweden, Romania, France, the Netherlands, and Persian-speaking countries. But it hasn’t officially announced a full rollout.

Typical AI Overviews layouts

Current view (June 2025)

The typical layout of AI Overviews closely resembles a featured snippet. The most common format appears as follows:

Typical AI Overviews layout (November 2024)

On the left, most of the screen is occupied by the answer, displayed on a white or semi-transparent blue background. The response is often presented as formatted text, including paragraphs, bullet points, headings, and more.

To the right of the answer is a list of sources from which the response was generated. Both the answer and sources are often partially hidden to save space in the search results for users who want to explore other results. If a user is interested in the AI-generated answer, they can expand it by clicking Show more, Show all, or a More button (in mobile version).

Show more button in AI Overviews
Show all button in AIOs

Below the response, you will see a note:

Generative AI is experimental.

For YMYL (Your Money or Your Life) queries, disclaimers are included, encouraging users to seek professional advice. For example:

AIOs disclaimers for YMYL (Your Money or Your Life) queries
AI Overviews disclaimers for YMYL (Your Money or Your Life) queries

To the right of the disclaimer, users can also rate the generated response.

How to rate the AI generated response

With Search Labs, you can save AI Overviews, and when you perform the same search again, the same AI Overview will appear in your results. Google also allows you to copy or export the text.

Saving and exporting AI Overviews

There are countless AI Overviews layouts, depending on the query and niche. Here are a few examples:

  • Plans: 
AI Overviews layout (Plans)
  • Tables with images:
AI Overviews with tables and images
  • Shopping-focused results, described in more detail below.
Shopping-focused AI results
  • Text with an image or video:

Text with video in AI Overviews
Text with an image in AI Overviews

  • Recipes:
Recipes in Google's AI Overviews

As of June 2025, Google has started embedding YouTube Shorts into AI-generated results. These clickable clips can be viewed directly on the search page.

Note: Google is now testing out a Highlight button that allows users to highlight text within the snippet that then triggers another related search (with citations) for continuous learning.

Google is now experimenting with a new format for its AI Overviews. 

This version organizes answers to broader queries into categories, displayed in card-style blocks. These blocks show a new AI Overview or provide a link to additional search results.

We’ll see if this catches on or remains just another experiment.

Google also experiments with detailed comparisons in AI Overviews. If you search for two specific models using ‘vs,’ the results may look like this:

Detailed comparisons in Google AI Overviews

Expanding AIO results shows you more details, with flyout menus under each comparison point that show long lists of specs:

Expanding AIO results

In May 2025, Google began testing a new feature in its AI Overviews: query expansion tabs. These tabs appear at the top of the AI-generated summary and offer users related questions to explore. The first tab displays the original query, while the others present variations or related topics—each triggering a new AI Overview.

What did it look like before?

  • SGE era

Previously, the AI-generated reply to the user query block had a different design. Here are key differences:

1. There was a different icon to indicate an AI-generated response. Additionally, a disclaimer was displayed next to it:

Generative AI is experimental. Info quality may vary.

AI-generated reply in Google (2023)

A similar phrase can now be seen at the bottom.

2. There was an Ask a follow-up button that allowed users to ask any question related to the topic. Additionally, there were generated questions provided, which could be selected to receive answers.

Ask a follow-up button in Google's SGE
Follow-up questions in Google's SGE

3. As you may have noticed from the screenshots, the generated responses were highlighted in different colors. This is no longer the case.

4. Previously, for certain queries, a Generate button was available in cases where the AI-generated output didn’t appear automatically. Our study revealed that in 45,111 instances (45.1%), Google offered to generate an AIOs (SGE) answer via the Generate button.

Generate button in Google SGE

5. The disclaimers for Your Money or Your Life queries were slightly different in the past. However, the core message remained consistent: Google is not the final authority, and users should consult qualified professionals.

Disclaimers for YMYL queries in Google SGE
Disclaimers for Your Money or Your Life queries in Google SGE

6. The links were also displayed differently (explained in the next section).

Here are additional examples of what the initial first of AI Overviews (SGE) may have looked like:

  • For local queries with a map:
Google SGE for local queries with a map
  • With a source block after each bullet point:
Google SGE with source blocks
  • Lists

Lists in Google SGE
Lists in SGE

You can find even more historical data in Barry Schwartz’s tweet.

  • June 2024

The interactive feature of AI Overviews was no longer available—users could no longer ask follow-up questions, and the generated questions at the end have been removed.

Google also tested the Original/Simpler option. It’s the two-tab result with different content and sources (links) in the snippet.

Original/Simpler option in AI Overviews

Current situation (June 2025)

In addition to the list of sources shown earlier on the right, you can also see small favicons within the response opposite to every bullet. When tapping the icon, users will see links which used to generate that part of the answer.

Links in AIOs
Links in AI Overviews

Here’s how it looks on mobile devices: all links are accessed through site icons. You can tap a group of favicons to see pages where the AI sourced the answer from.

Links in AI Overviews on mobile devices

To give users reliable information, Google’s AIOs include blue anchor text hyperlinks to specific pages.

Google is testing real blue anchor text hyperlinks in its AI Overviews

AI-generated snippets also include hyperlinks that guide users to additional Google Search results. This feature is currently available in English for U.S. users on both mobile and desktop. Our data analysis shows that 43.42% of AI Overview responses contain links to Google organic results.

According to findings from our research study in May, the average number of links in AI Overviews is 13. Back in November 2024, the average was just 6.82 links.

What was it like before?

  • SGE era

The snippet included websites on the right side. Each link card featured an image, a title (or H1), and a link (without any description). Unlike the current list format, these blocks were displayed as a carousel.

Links in Google SGE
  • January 2024

Carousels with links on the right started to disappear. Instead, link cards began appearing either beneath the AI response or embedded within it (accessible by clicking the arrow).

Carousels with links in Google SGE
Link cards in SGE (January 2024)

Sometimes, a carousel on the right and links within the response were present. Users could see additional carousels placed after every paragraph that get displayed upon clicking an arrow.

Carousel on the right and links within the AI response
Links within the AI generated response (SGE)

  • June 2024

Google tested AI Overviews with link cards at the top, making those links more visible and more likely to be clicked.

AI Overviews with link cards at the top

However, it never moved beyond the testing phase.

Regarding the number of links in the AI snippet, our data showed the typical number of links in AI Overviews (formerly SGE) in February 2024 was 8. Data from July 2024 showed that the average number of links in AI Overviews was 7.2, compared to 5.5 links in June.

Shopping results

Current situation (June 2025)

Another AI Overviews feature with the potential to transform the e-commerce industry is Google Shopping results/products integration into the AI Overviews results for e-commerce queries. It looks like Google is actively building an e-commerce search ecosystem where generated information is combined with products users can buy directly.

For commercial queries, you’ll most often see an AI-generated response that includes product carousels.

AI shopping results

The AI Overview generates a browsable list that, when opened, displays clickable product carousels. Every product card includes info about rating, the number of reviews, price and URLs. 

When clicking the product card, you will see a bigger, more detailed one on the right side with the product description, photos, descriptions, reviews, etc. Here, you can choose the website where you want to buy a product. 

AI-generated shopping results

Google also provides query suggestions below the carousel. Clicking on them takes you to a new search results page for the selected query.

Query suggestions below the shopping carousel

That’s because this new generative AI shopping experience is built on Google’s Shopping Graph, which has more than 35 billion product listings—making it the world’s most comprehensive dataset of constantly-changing products, sellers, brands, reviews, and inventory out there.

Initially, Google tested similar product carousels for a significant share of commercially focused queries but did not include them in the production version. Now, that’s changing!

Additionally, Google Shopping is testing a new AI Overview feature titled Researched with AI. It now looks more like product selection tips, with sources listed below and on the right side.

AI Overview feature in Google Shopping
Google Shopping with AI Overview feature

What was it like before?

  • SGE era

Previously, shopping results could also be seen in AI Overviews in a different format. Usually, it was a list of products at the end of the response, like here:

Shopping results in SGE

You also got product descriptions that included relevant, up-to-date reviews, ratings, prices, and product images.

Product descriptions in Google SGE

There was also a layout with multiple product cards sans descriptions.

Product cards in Google SGE

According to Barry Schwartz’s observations, commercial queries included a layout like this featuring online stores:

Google SGE shopping results
Stores in Google SGE

In April 2024, Google also tested clarification tabs. However, we haven’t noticed this layout recently.

With SGE and AI Overviews, this is the first time organic shopping results have taken precedence over ads. Recently, Google started introducing ads into AI Overviews. 

Ads in AIOs

Current situation (June 2025)

In May 2025, for the first time, ads began appearing directly within Google’s AI Overviews on desktop search for US users.

In June 2025, Google confirmed that ads can now appear within AI Overviews on both mobile and desktop—either above or below the summary, but not in both locations simultaneously.

What was it like before?

Before the launch of AI Overviews in May 2024, there were no ads at all. Following the launch, testing began, and reports started emerging that ads would soon appear in AIOs.

  • May 2024

In May, the first mention appeared that Google had been testing ads in AI Overviews. It stated that the company is moving forward with a full rollout because it helps people “quickly connect with relevant businesses, products, and services to take the next step at the exact moment they need them.”

  • July 2024

Google said it again, that it will soon test ads within its AI Overviews.

Philipp Schindler
Senior vice president and chief business officer for Google
We announced at GML, soon we’ll actually start testing search and shopping ads in AI Overviews for users in the U.S. and they will have the opportunity to actually appear within the AI Overview in a section labeled as sponsored when they’re relevant to both a query and the information in the AI Overview and really giving us the ability to innovate here and take this to the next level.

  • September 2024

The Verge shared news about ads in AI Overviews. The article explained AI-generated responses will include tips and suggest products to help.

  • October – November 2024

After several months of testing, Google introduced ads within AI Overview snippets in October 2024. Initially, these ads were available only to mobile users in the US. They were first spotted in November 2024. Here’s what they looked like:

Ads in AIOs

Ads labeled as Sponsored appeared below the generated response, highlighting ads are not the primary focus in this context.

AI Overviews placement

Google isn’t stopping with AIOs at the top of regular search results and has been testing out AI Overview snippets outside of the standard placement. You could see them in such places as:

AI Overviews in knowledge panels on mobile
Top insights unit with AI Overviews on mobile
GBP listings with AI Overviews
AI Overviews in Shopping tab
  • Google is also testing AI-generated overviews in place of the traditional local map pack for “near me” queries. Instead of a map and business listings, users are seeing summarized local information in the AI Overview format.

All versions resemble a simplified version of regular AIOs—a summary with links.

Note: In June 2025, AI Overviews—typically shown at the top of Google’s search results—were spotted appearing at the bottom of the page.

Other AI SERP elements

In addition to AI Overviews, during Google I/O 2024 the company announced the rollout of new Search Labs AI features, including planning capabilities, AI-organized search results, and a new Google Lens ask-with-video feature. 

  • Plan trips, activities, places to go  

Google introduced a new feature that provides enhanced tourism recommendations through the traditional search bar. For instance, for a query like “5-day travel itinerary in Andalucia, Spain,” Google provided a detailed day-by-day plan with places to visit—including photos and ratings!—you can click to explore further.

AI tourism recommendations in Google

A map below shows the results that reveal each location and the city as a whole.  

Places in AI Overviews

Here’s something interesting: you can even interact with these results without leaving Google.

Don’t like the suggested activities? Simply customize them using the Replace and Add buttons.

Replace and Add buttons in AI Overviews

Google also provides hotels options.

Hotels options in AI Overviews
  • Categorizing search results

The new AI-organized search results have started rolling out in the US. Google wrote:

We’re rolling out search results pages organized with AI in the U.S.—beginning with recipes and meal inspiration on mobile.”

This includes search results organized by web, including articles, videos, forums and more.

For example, for the query “vegetarian appetizer ideas,” Google displays various interactive blocks featuring recipes, ingredients, and more. Each block is clickable, directing you to the respective website. You can also save the recipe.

  • Ask with Video in Google search

Users can now ask questions in video format. If a single picture isn’t enough to capture what you want to search for, Google Lens now lets you record a video and use your voice to ask about what you’re seeing. This new feature generates an AI Overview and search results based on the video’s content and your verbal question. It’s available in Search Labs.

Google showcased how it works:

For example, if something breaks down, you can point your phone at it, open Google Lens, and hold down the shutter button to record the issue. While recording, you can ask questions like, “Why is it broken? How can I fix this problem?” Google Lens, powered by the Gemini AI model, will analyze the video and provide an answer, as shown in the video above. The goal is to make it quicker and easier to tell Google what you’re looking for. With a simple video, you can show Google everything it needs to assist you.

  • AI Mode

In March 2025, Google rolled out a new search feature called AI Mode. Starting in April 2025, it has become available to all users in the US as an opt-in experiment in Labs.

AI Mode is built for open-ended, exploratory questions—especially ones that regular search results don’t answer well. This includes requests for advice, comparisons, and more. Here are some example queries:

  • “How many boxes of spaghetti should I buy to feed 6 adults and 10 children, and have enough for seconds?”
  • “Compare wool, down, and synthetic jackets in terms of insulation, water resistance, and durability”
  • “What do I need to get started with aquascaping?”

When you enter a query and hit search, AI Mode appears next to existing filters like Images, News, and Shopping. This mode takes you to a chatbot-like interface that’s kind of like Gemini’s. It displays your search query first, then answers in a full-screen view that feels more expansive than today’s AI Overviews. A card on the right provides additional sources.

Just beneath the answer is a text field where you can ask follow-up questions or use voice input.

Google's AI Mode

In April 2025, Google enhanced its AI Mode with multimodal capabilities. Now users can upload or take photos and get AI-powered responses. The AI combines Google Lens with a special version of Gemini to get the full picture.

Google is now testing new link formats in AI Mode, moving past the old paperclip icons. The latest experiments feature anchor text links and direct URLs embedded in AI-generated answers.

In May 2025, Google began testing a new search interface featuring an AI Mode button. This hinted at the company’s plans to integrate a fully fledged chatbot directly into its main search experience. In this experimental version, the AI Mode button even replaced the “I’m Feeling Lucky” option.

In June 2025, Google rolled out a new feature in its AI Mode that allows users to generate charts and data visualizations. This functionality is currently available for queries related to stocks and mutual funds. You can ask to compare stocks, display price history over a specific period, and more.

As of late June 2025, AI Mode is now available to users in the US even when browsing incognito or without signing in—no opt-in via Search Labs required. A new AI Mode tab now appears in the search bar.

AI Mode tab in Google
  • AI-generated review summaries for movies

When you search for a movie and look at its reviews and ratings, Google uses AI to summarize both the positive and negative opinions under the AI Overviews label.

Below the summaries is a disclaimer that says, “AI Overviews are experimental.”

  • AI Overviews in Google Discover

In June 2025, Google began testing AI Overviews in the Discover feed. This early experiment is currently limited to video content—certain videos are now accompanied by an AI-generated description displayed directly above the video thumbnail. Initially, users see a three-line preview of the summary, with a More button to expand the full text. So far, AI Overviews in Discover have only been observed in the United States.

  • Audio Overviews

Audio Overviews—AI-generated audio summaries for select US queries—are now available in Search Labs for desktop search.

Users can tap the Generate Audio Overview button within search results to hear an English-language summary powered by Gemini AI. The embedded audio plays after processing and includes source citations.

Wrapping up

As you may have noticed, AI Overviews are constantly evolving. Google adds new elements, changes the design, removes unnecessary features, expands locations, and more. To keep optimizing your content effectively, stay on top of these updates.

To do so, simply revisit this article periodically. It will always have the latest updates.

You can use our AI Overviews Tracker to monitor AI Overviews for specific keywords. This tool helps you track AI Overviews for your keywords, identify linked sources, uncover new keyword opportunities related to AIOs, analyze your competitors’ performance, and so much more.

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