AI overviews are short, AI-written answers that Google now tests at the top of some search results, with links to the pages behind them. Google has run them since May 2023 inside an opt-in test called Search Generative Experience (SGE). In March 2024 it began showing them to a small share of US users who had not opted in.
This guide explains what has changed so far, what Google has said about it, and how a B2B content team can plan. It reports only what Google and the trade press have published up to now. The feature is still a test and may change.
What Google has changed so far
In May 2023, Google introduced a way to try new search ideas called Search Labs. The first big test inside it was generative AI in Search. People who joined saw an AI-powered snapshot of key information at the top of the results, with links to dig deeper. Below it were suggested next steps, including follow-up questions.
Google also said it would keep ads in dedicated slots on the page. It said it was "committed to continue sending valuable traffic to sites across the web." That is a promise about intent, not a measured result.
Sources: Google, "Supercharging Search with generative AI" (The Keyword, May 2023)
How the test has grown
The test did not stay small. Google brought it to India and Japan, and on November 8, 2023 it said SGE was reaching more than 120 new countries and territories, with four new languages. Google described the output as "AI-powered overviews" that bring together helpful information for a search. It also said the results page showed more links, and links to a wider range of sources.
The biggest shift came on March 22, 2024. Search Engine Land reported that Google was testing these overviews in the main results for some US users who had not joined Search Labs. A Google spokesperson described it as a "subset of queries, on a small percentage of search traffic in the U.S." The trade outlet itself calls the feature "AI overviews," which is why the phrase is now common among search teams.
| Date | Change |
|---|---|
| May 2023 | SGE opens as an opt-in test in Search Labs |
| November 8, 2023 | SGE expands to more than 120 new countries and territories |
| March 22, 2024 | Small US test of overviews for users who did not opt in |
Sources: Google, "Generative AI in Search expands to more than 120 new countries and territories" (The Keyword, November 8, 2023); Barry Schwartz, "Google starts testing AI overviews from SGE in main Google search interface" (Search Engine Land, March 22, 2024)
Which searches get an overview
Google did not try to answer every query. In the March test it said it started with queries where generative AI could help most. These are often complex, or they call for facts from a range of pages. The example it gave was "how do I get marks off painted walls."
Google also said it would show an overview when it is "truly additive," meaning the person would get a better answer than the usual results. It said it would test a few different versions, so what one person sees may not match what another sees.
Many B2B searches are long and have several parts, such as "what should a mid-sized company ask before picking a payroll vendor." Those are the kind of searches the test seems built for. Short brand searches and exact product names are less likely fits, but Google has not published a list, so treat this as a guess to watch rather than a rule.
Sources: Search Engine Land, March 22, 2024; Google, "Supercharging Search with generative AI" (May 2023), which notes Google applied guardrails such as limiting the types of queries where these capabilities appear
What it may mean for B2B traffic
No one outside Google has solid traffic numbers yet. Search Engine Land warned that the answers may push down both organic and paid results, and said the likely effect is less traffic to sites than the current results send. It also said the effect could go either way, depending on where the citations sit and where Google places ads. Google's own line is that the overviews open new chances for content to be found.
For a B2B team, that suggests two things to track. First, a page that answers a question fully may now be quoted in a summary, which can help or hurt clicks. Second, buyers who read the summary may arrive later in the process, with better questions and less patience for basic copy.
Sources: Search Engine Land, March 22, 2024; Google, November 8, 2023 post
What Google says about AI and content
Google has been clear about content quality. Its ranking systems aim to reward original, high-quality content that shows experience, expertise, authoritativeness and trustworthiness. Google said its focus is on the quality of content, not on how it is produced.
It also warned that using automation, including AI, to generate content mainly to manipulate rankings breaks its spam policies. At the same time, it said not all use of automation is spam. For a B2B team, the point is simple: write for the buyer first, and be able to say who wrote the page and why they know the topic.
Sources: Google Search Central Blog, "Google Search's guidance about AI-generated content" (February 2023)
A practical plan for B2B content teams
Nothing here needs a rebuild. These steps are low cost and hold up whether or not overviews spread.
- Lead with the answer. Put a plain, direct answer in the first two sentences of a page, then add detail below.
- Cover the whole question. Complex searches draw on many pages, so a page that covers the steps, costs and risks has more to offer.
- Show the author. Name the writer, the role and the sources. This fits Google's stated focus on trust.
- Watch your own data. Note impressions, clicks and click-through rate for long, multi-part queries each month, so you can spot a change early.
- Do not chase the feature. It is a test, and Google has said it will try several versions.
Sources: Search Engine Land, March 22, 2024; Google Search Central Blog, February 2023
Sources
- Google, "Supercharging Search with generative AI." blog.google
- Google, "Generative AI in Search expands to more than 120 new countries and territories," November 8, 2023. blog.google
- Barry Schwartz, "Google starts testing AI overviews from SGE in main Google search interface," Search Engine Land, March 22, 2024. searchengineland.com
- Google Search Central Blog, "Google Search's guidance about AI-generated content." developers.google.com