According to new data reported by TechCrunch, Google's AI Overviews are now appearing in the 43% Research. This is not a marginal phenomenon. On the contrary, it represents a structural change in how users access information online. Therefore, SEO strategies built in recent years require a thorough review.
The impact is direct on organic visibility. In fact, when Google generates a synthetic answer at the top of the SERP, the click-through rate of traditional results is significantly reduced. In particular, the B2B and retail sectors—where informational queries are frequent—are among the most exposed. Consequently, generic and unauthoritative content risks losing further traffic in the coming quarters.
We of SHM Studio We are monitoring this evolution closely. Therefore, in this article, we offer a strategic interpretation of the data, with concrete operational implications for Italian marketing managers. Furthermore, we indicate which SEO levers remain effective and which approaches should be abandoned. In summary: adaptation is no longer an option, but a competitive necessity.
The context: Google's SERP is no longer what it was yesterday
For years, the Google Search Engine Results Page has followed a relatively stable logic. However, from 2024 onwards, the progressive introduction of AI Overviews It has radically redesigned the interface. These generative response blocks appear at the top of the page, before any traditional organic results.
The new data cited by TechCrunch are unequivocal: AI Overviews appear in the 43% Research on Google. Therefore, almost one in two searches already returns a synthesized answer from artificial intelligence before the user even scrolls to the organic links.
This is not just another algorithmic update. On the contrary, it marks a shift in the very model of search consumption. Therefore, marketing managers must understand what this means operationally—and act accordingly.
The numbers that really count
43% is a significant threshold, but it must be put into context. In fact, not all queries trigger an AI Overview with the same frequency. Informational searches—those that begin with
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