According to new data reported by TechCrunch , Google's AI Overviews now appear in 43% of searches . This is not a minor phenomenon. On the contrary, it represents a structural shift in how users access information online. Therefore, the SEO strategies built over recent years need a deep overhaul.
The impact on organic visibility is direct. In fact, when Google generates a summary answer at the top of the SERP, the click-through rate of traditional results drops significantly. In particular, the B2B and retail sectors — where informational queries are frequent — are among the most exposed. Consequently, generic and low-authority content risks losing even more traffic in the coming quarters.
We at SHM Studio We are closely monitoring this evolution. Therefore, in this article we offer a strategic reading of the data, with concrete operational implications for Italian marketing managers. In addition, we point out which SEO levers remain effective and which approaches should be abandoned. In short: adapting is no longer an option, but a competitive necessity.
The context: Google's SERP is no longer what it used to be
For years, Google's Search Engine Results Page followed a relatively stable logic. However, from 2024 onwards, the gradual introduction of AI Overviews radically redesigned the interface. These generative response blocks appear right at the top of the page, before any traditional organic results.
The new data cited by TechCrunch are unmistakable: AI Overviews appear in 43% of searches on Google. Therefore, almost one in every two searches already returns an AI-synthesized answer even before the user scrolls down to the organic links.
This is not just another algorithmic update. Instead, it marks a change in the very model of how search is used. Therefore, marketing managers need to understand what this means operationally — and act accordingly.
The numbers that really matter
43% is a significant threshold, but it needs to be put into context. In fact, not all queries trigger an AI Overview with the same frequency. Informational searches — the ones that start with
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