Google AI Overviews (AIOs) are changing how search results are presented, creating both opportunities and challenges for SEOs and content creators. Recently, Aleyda Solis sat down for an interview with Danny Sullivan, Google’s Search Liaison in which he provided insights into how AIOs have changed, the reasoning behind their development, and what we can expect in the future.

As expected, Aleyda asked Danny insightful and challenging questions, pressing him particularly on the lack of AI Overview data in Google Search Console. This interview was conducted prior to Google launching AI organized search results and ads in AI Overviews.

This article examines Sullivan’s statements about Google AI Overviews, how they are changing search, the challenges SEOs face in tracking them, and any actionable takeaways for those looking to adapt to the new search result page environment.

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What Are AI Overviews?

Introduction to AI Overviews

For the uninitiated, AI Overviews, or AIOs, were first introduced in May 2024 as part of Google’s effort to enhance the search results page with AI-generated summaries. They were previously only available in Google Labs, then known as the Google Search Generative Experience. AIOs are designed to provide a quick, high-level view of information based on search intent.

According to Sullivan, AIOs began with a focus on informational queries, but as time went on, they expanded into commercial areas like “gift for [occasion]” searches.

Looking at the data, we are still seeing AIOs mostly focused on queries with informational intent. In a recent LinkedIn post, Mark Traphagen shared that almost 97% of queries that trigger AIOs are Informational. In my study with Authoritas, we found that nearly 30% of informational queries trigger AI Overviews, whereas only 6.2% of commercial queries do the same.

Expect AI Overviews to continue evolving in the coming months. As Danny Sullivan noted, “The AI Overviews… are changing a lot. So if you start building out something and then they start… changing and they’re still experimental… it could be in six months [that] this thing that you did, now you’ve got to retool it.”

The Evolution of AI Overviews

Sullivan emphasized that AI Overviews are designed to adapt to user intent, which can range from finding factual information to product discovery. The goal isn’t just to generate summaries but to better organize search results and improve the overall search experience. As he explained, “There’s potential with this AI technology to do both the kind of generative AI stuff that you’ve seen as well as some of the organizational type of stuff that you’ve seen… organize them in a way that somebody can get satisfied without having to do more queries.”

Google has been testing different AIO formats in Google Labs, including presenting product carousels for commercial queries. This reflects a vision of using AI to reorganize search results, providing searchers with a curated experience that reduces the need for additional queries.

Just this week, Google announced they are rolling out AI-organized search results. This experience uses AI to design the entire search result page based on the query and user.

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AI Overviews and User Experience

User Interaction with AI Overviews

One of the most interesting insights Danny shared was about how naturally users engage with AI Overviews. He recounted an experience watching someone search for an HVAC system issue and seamlessly interact with an AI Overview as if it were just another part of the search results. “It was fascinating to me,” Sullivan noted, “because… they didn’t go, ‘Oh, what’s this AI overview thing?’ To them, it was a natural part of the search results page.”

Google’s goal is to make AI Overviews a natural, integrated element of the search experience, blending seamlessly with other search features. Rather than standing out as a distinct or novel feature, AIOs are designed to enhance the search journey intuitively.

How AI Overviews Fit Into Google’s Vision for Search

As AIOs continue to change, Sullivan suggests that their labeling might become less significant. The focus is not on how AIOs are branded but on delivering better-organized, faster, and more useful search results. As Sullivan put it, “Maybe we’ll keep calling them AI Overviews. Maybe we’ll get to some point where people don’t necessarily need them to be labeled at all, and it’s just like, ‘I don’t know, you just gave me search results, and I’m kind of happy with it.’”

By focusing on delivering a holistic search experience, Google aims to make AI Overviews a less intrusive yet helpful part of every user’s search journey.

By the way, Sullivan fully endorses referring to them as “AIOs.”

Tracking and Transparency Challenges with AI Overviews

No Granular Data in Search Console

One challenge SEOs face with AI Overviews is the lack of specific tracking in Search Console. Sullivan clarified that Google currently views AIOs as part of the overall search results, similar to how Featured Snippets are treated. “Can we get stats from things in Search Console from AI Overviews? No, and there’s no plan to do that… The company views these all as part of search and not something that’s worth breaking out,” he explained.

According to Google’s Help Center, actions such as clicking a link within an AI Overview, scrolling a link into view, and when a link shares the same position as the AI Overview on the search page are all counted as part of total web search traffic.

Sullivan acknowledged the desire for SEOs and websites owners to have access to performance data. He highlighted “technical debt” as one of the reasons for not providing data. He shared that, “When we launch a feature, we have to maintain it, and if things change, it’s hard to keep up. AI Overviews are still changing a lot, so if we built out reporting tools now, we might have to retool them in six months.”

I have to admit, Danny’s response here is disappointing. AI Overviews are occupying a much larger space on the search results page than Featured Snippets ever did, pushing organic results further down. This shift likely means fewer clicks through to actual websites, as users may find their answers directly within the AI Overview. If AIOs are truly performing as well as Google claims, why not share the data openly? Hiding this evidence only raises questions about their actual impact on user behavior and site traffic.

Feedback and Future Possibilities

While Sullivan didn’t commit to any specific changes, he reassured the SEO community that their feedback is being heard. He acknowledged the desire for more transparency and better data around AI Overviews but maintained that, for now, Google views AIOs as part of the broader search ecosystem. As Sullivan put it, “I diligently take back the feedback that people would like that kind of reporting. I totally understand it, and I can even sympathize with it.”

While Google appreciates the demand for granular data on AI Overviews, their current approach remains unchanged.

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Opting Out of AI Overviews and Snippet Control

Currently, the only way to control whether content appears in AI Overviews is through general snippet controls, such as data-nosnippet and max-snippet. Sullivan clarified that while there is no specific opt-out for AIOs, SEOs can limit snippet length or opt out of snippets entirely. “Ultimately, the only control you really have if you just don’t want to be there would be to say no-snippet… You do have those other things you can try first,” he explained. Google’s perspective is that all search features are interconnected, and offering granular control over a single element like AIOs could unnecessarily complicate content management.

Sullivan highlighted a key challenge for Google: balancing control for SEOs while ensuring that search results align with user intent. He acknowledged the desire for more control and suggested that while it’s possible SEOs could have the option to toggle features like AI Overviews on or off in the future, it’s not currently feasible.

The takeaway here is that, rather than focusing on controlling inclusion in AI Overviews, SEOs and content creators should prioritize making their content as useful and relevant as possible to align with the signals that Google aims to reward.

The Future of AI Overviews and Search

Experimentation and Evolution

AI Overviews are likely to continue evolving based on user behavior, market needs, and technological advancements. Sullivan emphasized that Google’s approach is to “experiment with all types of things,” testing and iterating to improve how AI can be used both for generating content and organizing search results. This means that AIOs will continue to change, and their appearance and functionality today might differ significantly in six months or a year. For SEOs, it’s important to stay flexible and focus on high-quality content that serves users’ needs.

Commercial Intent and AI Overviews

While AI Overviews initially focused on informational searches, they are increasingly being applied to commercially driven queries. For instance, queries related to products or gifts—like holiday or occasion-based shopping—are beginning to feature AIOs. In these cases, Google is testing formats such as product carousels to help users quickly view and navigate to purchasing options. As Sullivan explained, this experimentation is part of using “AI technology to organize the information” in ways that go beyond simple overviews.

For SEOs and e-commerce sites, this presents both opportunities and challenges. There is a need to adapt content strategies to accommodate both informational and commercial AI Overviews, recognizing how different formats can influence search visibility and user behavior. Learn how intent shapes AI Overviews in my latest research with Authoritas.

How AI Overviews Could Shape the Future of SEO

Sullivan’s insights point to a broader trend: the future of search is centered on refining the user experience. AI Overviews are part of a move toward making search results more helpful, whether users are seeking information or looking to make a purchase. As Sullivan noted, there’s potential for AI to handle “both the kind of generative AI stuff… as well as some of the organizational type of stuff” to satisfy user intent without requiring multiple queries.

For SEOs, this signals a shift from simply optimizing for keywords to understanding how content fits into the larger search journey, offering real value to users and enhancing their experience beyond just rankings.

Unanswered Questions: What’s Next for AI Overviews?

While Danny Sullivan offered valuable insights into Google’s evolving approach to AI Overviews, several important questions remain unanswered or unaddressed. Below are some questions that weren’t covered in the interview but are worth considering as AI Overviews continue to evolve:

Quality Control and Preventing Low-Quality Content One recurring concern with AI Overviews is the potential for surfacing low-quality content. As AIOs generate summaries across a wide range of queries, they may inadvertently pull in inaccurate, outdated, or thin content that doesn’t fully address user needs. What steps is Google taking to improve the vetting process and ensure that only high-quality, authoritative content is showcased in these overviews? Congress members lead by Adam Schiff have sent a letter to Google requesting to know what steps Google is taking to prevent false, inaccurate, and dangerous information from being shared in AI Overviews.

Addressing Potential Bias in AI-Generated Content AI-generated summaries have the potential to reflect biases present in the training data. What measures is Google taking to ensure that AI Overviews remain balanced and provide fair, accurate information across different types of content?

Addressing Irrelevant Geographical Content AI Overviews sometimes pull in content from geographically irrelevant sources as highlighted by Lily Ray. For example, a user in the United States may see AI Overview content pulled from India or other regions with different market conditions, cultural contexts, or regulatory standards. How does Google plan to improve geographical targeting within AI Overviews to ensure users receive the most regionally relevant content?

Managing Zero-Click Searches in the Era of AI Overviews AI Overviews may lead to an increase in zero-click searches, where users find answers directly in the search results without visiting a website. How does Google plan to balance providing immediate information while also ensuring sites receive the traffic they need? This issue has also been raised as part of antitrust scrutiny by the United States congress.

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Conclusion

While still evolving, Google AI Overviews aim to connect users with the information they seek, whether for informational queries or commercial intents. Danny Sullivan’s insights make it clear that Google views AIOs as an opportunity, not an obstacle, for SEOs and content creators. By focusing on user-centric content, adapting to new search formats, and staying engaged with feedback, there’s potential to maintain visibility in and thrive.

Be sure to check out the full interview with Aleyda Solis and Danny Sullivan. Beyond AI Overviews, they discuss whether big brands have an advantage, the growing visibility of user generated content in the SERPs, and what’s in store for the future of search. It’s well worth your time.