Google is currently trialing AI overviews directly within the standard Google Search results, even for users who haven't signed up for the Google Search Generative Experience (SGE) Labs feature. According to a Google spokesperson speaking to Search Engine Land, this is an experiment being applied to "a subset of queries, on a small percentage of search traffic in the U.S."

Back in May 2023, Google introduced a Search Labs option where users could opt in to view and interact with SGE results that included AI overviews. Now, some users across the U.S. might encounter these AI-generated summaries without actively choosing to participate in the Labs program.

What searchers will see. A limited group of U.S. users may now come across AI overviews.

• Google is initially focusing on specific types of queries where it believes generative AI can provide significant value.
  • These typically involve more complex questions or situations where pulling insights from multiple web pages would be beneficial—such as “how do I get marks off painted walls.”
  • For these tests, Google has expressed confidence in the usefulness and quality of the responses provided. In general, the company says it will only display AI overviews when they offer something genuinely new and improved compared to what users currently experience through traditional search results.
• Several variations are under test, meaning what users observe during these trials may not represent the final version rolled out to the public.

Why now. Google explained that one key reason for expanding beyond the Labs group is to gather feedback from people who haven’t specifically opted into SGE. This allows the company to better understand how average users perceive the usefulness of this technology.

Ads. Ad placements will continue to appear both within and around these emerging AI overview features.

Why we care. The presence of AI answers could potentially shift the visibility of both organic results and conventional paid advertisements downward. Depending on how citations are structured and where ads appear, this change might either reduce or increase traffic to websites. However, the general expectation is that these AI-driven results will likely lead to less overall site traffic compared to the current format of Google Search.

Although it’s still early days, and full rollout remains uncertain, one thing is clear: you no longer have to be part of the SGE Labs to encounter AI overviews, as Google is now testing them more broadly in real-world conditions.

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