Google AI Overview: What the new function means for your online presence

The introduction of AI Overviews in Germany at the end of March 2025 has fundamentally changed the search landscape on Google. The new AI-supported function automatically summarizes information from various sources and presents it to users directly above the classic search results. For website operators and SEO managers, this presents new challenges and a variety of strategic considerations.

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Katrin Kratz
May 26, 2025
June 16, 2025

What are Google AI Overviews?

Google AI Overview is an AI-supported function that summarizes information from various websites and displays it directly above the search results. Instead of just offering links to relevant pages, Google now presents a compact summary of the most important information about a search query. A decisive factor here is that the AI overviews generated are not only determined by the wording of the search query, but also by a variety of personal context factors. Previous search queries as well as device characteristics, location and information from other apps all influence the result.

The function is based on Google's Gemini AI model, which has been specially optimized for internet searches and is able to understand and process text, images and other media formats. In other countries such as the USA and the UK, the function has already been available in parts since May 2024. In EU countries such as Germany and Austria, it was only rolled out in March 2025. This was due to stricter data protection regulations, which forced Google to make the necessary adjustments before the AI function could also be put into operation here.

What can already be observed: Effects on traffic and user behavior

Although we are still in the early stages, the first data since its introduction in Germany already shows a clear impact on user behavior and website traffic. At the same time, not all sectors are equally affected: An analysis of 2800 keywords with delivered AI Overviews shows a clear focus - medical and health-related topics dominate with a share of 30 to 35 percent, followed by knowledge and definition queries, which account for around 20 to 25 percent of cases (as of May 2025, GPT Insights).

What is striking here is that while the websites remain present in the search results, the number of clicks drops drastically. Users receive their answers directly from the AI overview and visit the actual websites much less frequently. This development poses a serious challenge, especially for traffic-based business models and industries that rely on the provision of information.

Content strategies for website operators

We are only at the beginning of this development and no one can say for sure which direction it will take. However, based on current observations, we can make some recommendations on how strategic content creation can help AI to take account of information presentation.

In particular, the difference between explicit and implicit statements will become increasingly important in the creation process. Direct formulations are more easily processed by AI systems than vague hints. For website operators, this means Check your content for clarity and unambiguity in order to be successful in AI-driven searches - don't just be understandable, but also quotable.

At the same time, it can be observed that the AI filters out information that is considered relevant according to its evaluation mechanisms. Since it is oriented towards what is most is said and cannot evaluate what is most most trustworthy there is a possibility that the approach to content creation will have to be fundamentally rethought in order to be recognized by the AI as a relevant source.

Ads and AI Overview: Current positioning and future prospects

In addition to organic placements, AI Overview also presents advertisers with new challenges. Google predominantly places ads below, but sometimes also above the AI overviews - with significant CTR losses. In future, the question will be: will there be paid placements within AI Overviews? At the same time, we need to re-evaluate relevant KPIs - while traditional click-through rates are decreasing, new metrics such as presence in AI overviews could become more important.

Advertisers must also be prepared for the fact that the data analysis of their advertising campaigns will become much more difficult: Data from the previous year or other benchmarks are only of limited use as relevant reference values. New approaches must therefore be developed in order to compare and evaluate the performance of individual advertising measures.

What you should do now: Our recommendations for action

In view of the dynamic development in the search engine environment, strategic planning is essential. Ensure maximum agility in your digital strategy - the ability to rethink quickly becomes a critical success factor.

And don't forget: this transformation doesn't just affect you. No one can say for sure how the digital landscape will change as a result of the further development of AI. As your partner in digital marketing, we are constantly monitoring developments around Google AI Overview, testing approaches and integrating the latest findings directly into our action planning. We understand the challenges posed by these changes and are happy to advise you in order to jointly develop the optimal strategy for your individual use case.