Google AI Overviews Disrupt Brand Search Visibility

Since late 2024, Google’s AI Overviews have expanded across query types and industries, according to an Adthena analysis of more than 21 million SERPs. Advertisers report paid placements within or adjacent to these summaries, and early metrics indicate paid search click-through rates could drop 8–12 percentage points, reducing traffic 20–40 percent. Brands face measurement and control gaps requiring new measurement and content strategies.