Since introducing the AI overview (AIO) answer format, Google has experimented with various details and display options. Now, Mountain View seems to be confident about the outcome and has been rolling out AI Overviews for significantly more keywords in recent days.
In the United Kingdom, AI Overviews now appear for over 18 percent of the keywords we analyse. In previous months, the figure was just 4 percent. By comparison, featured snippets were displayed for around 10 percent of keywords when AI Overviews launched. This share has since halved.
US AIO distribution is currently at 8.7% and rising. Featured Snippets, 3.5% and falling.
Google is also expanding its distribution geographically. AI Overviews are now visible in the following countries: 🇦🇷 Argentina, 🇦🇺 Australia, 🇧🇷 Brazil, 🇨🇦 Canada, 🇨🇱 Chile, 🇨🇴 Colombia, 🇮🇩 Indonesia, 🇮🇳 India, 🇯🇵 Japan, 🇲🇾 Malaysia, 🇲🇽 Mexico, 🇳🇬 Nigeria, 🇳🇿 New Zealand, 🇵🇰 Pakistan, 🇵🇪 Peru, 🇵🇭 Philippines, 🇸🇬 Singapore, 🇿🇦 South Africa, 🇬🇧 United Kingdom, 🇺🇸 United States, 🇻🇪 Venezuela.
26th March: We’ve also learnt that AIO is rolling out in Germany and other EU countries now.
Interestingly, and quite critically, despite their increasing popularity, Google still doesn’t plan to separately analyse clicks on AI Overviews in Google Search Console. This lack of transparency appears to be no coincidence, but rather a strategic decision.
Example AIO values (and six-month change)
The table below shows AIO percentages for ranking keywords in selected domains. Its clear that informational sites are strngly affected, with health at the top of the list in March 2025. Purely commercial keyword sets see a much lower percentage of AIO boxes. This is not surprising.
The changes over the last 6 months are very large. A highly targeted retail informational keyword tracker showed a 425% increase from 2.85% to 14.98%. Nearly all examples below show more than double the numbers of AIO boxes across the SERPs for the ranking keywords.
(Data: SISTRIX, 51m keywords, UK.)
| Site | 12th Sept 2024 | 27th March 2025 | Change |
|---|---|---|---|
| clevelandclinic.org | 24.13% | 45.29% | 88% |
| healthline.com | 23.12% | 37.82% | 64% |
| history.com | 12.74% | 30.25% | 137% |
| www.naturalworldfacts.com | 13.90% | 29.65% | 113% |
| https://www.campsites.co.uk/guides/ | 9.65% | 26.04% | 170% |
| cnn.com | 8.27% | 17.28% | 109% |
| reddit.com | 5.77% | 15.90% | 176% |
| SectorWatch TVs KNOW tracker | 7.90% | 15.58% | 97% |
| SectorWatch Retail KNOW tracker | 2.85% | 14.98% | 425% |
| wired.com | 6.21% | 14.04% | 126% |
| https://www.stuff.tv/features/ | 5.19% | 13.65% | 163% |
| imdb.com | 2.07% | 7.96% | 284% |
| https://www.whathifi.com/best-buys/ | 2.06% | 7.24% | 252% |
| https://www.bbcgoodfood.com/review/ | 1.86% | 6.01% | 223% |
| https://www.independent.co.uk/extras/indybest/ | 1.84% | 5.55% | 201% |
| realfood.tesco.com | 1.84% | 4.76% | 159% |
| tesco.com | 1.82% | 4.06% | 123% |
| diy.com | 1.21% | 3.27% | 172% |
| gooutdoors.co.uk | 0.58% | 1.97% | 241% |
| boohoo.com | 0.62% | 1.70% | 174% |
| prettylittlething.com | 0.50% | 1.57% | 215% |
| SectorWatch TVs DO tracker | 0.41% | 0.54% | 33% |
Track the AIO data
The Google Update Radar pages show both SERP movement and feature movement levels, including AIO boxes.
Other countries are available. Use the country selector on the page.
