Google AI in 1 in 5 Searches

New research from Ahrefs has revealed just how common Google’s AI Overviews have become — appearing in around 21% of all searches. The findings show that these AI-generated summaries are far more likely to appear in longer, question-based queries than in short or time-sensitive searches such as local news or live events.

According to Ahrefs, the analysis examined over 146 million Google search results to identify where AI Overviews are most likely to appear. The study also reviewed 86 different keyword characteristics to uncover the types of searches that trigger this feature most frequently.

The results paint a clear picture of Google’s current priorities. The company appears to be favouring AI Overviews for searches that are informational, detailed, or phrased as questions, while steering clear of categories where real-time accuracy is critical — such as breaking news or location-based searches.

When Do AI Overviews Appear Most Often?

AI Overviews were found in about 20.5% of all keywords analysed. However, their frequency varies significantly depending on how users phrase their searches. For instance, short single-word queries only trigger an AI Overview roughly 9.5% of the time. In contrast, queries with seven words or more have a much higher likelihood — nearly 46%.

Question-style searches show an even stronger connection. When users phrase their searches as questions, AI Overviews appear in 57.9% of cases, compared to just 15.5% for non-question searches. This pattern clearly shows that Google deploys its AI tool most often for complex or curiosity-driven topics rather than quick facts or brand searches.

Intent Matters More Than Ever

The intent behind a search also plays a major role. Informational queries dominate, accounting for 99.9% of all instances where AI Overviews appear. By contrast, navigational searches — such as looking for a specific website — only trigger AI Overviews in 0.09% of cases. Commercial and transactional queries see slightly higher but still modest rates at 4.3% and 2.1% respectively.

This distribution suggests Google’s AI Overviews are designed mainly to summarise and explain, rather than sell or direct traffic to specific sites.

Industries Most Affected by AI Overviews

The Ahrefs data shows notable differences across industry categories. Science-related searches have the highest AI Overview rate at 43.6%, closely followed by health at 43% and pets & animals at 36.8%. Queries about people and society also rank high at 35.3%.

However, commercial sectors such as shopping or real estate are at the opposite end of the scale. Shopping queries show AI Overviews just 3.2% of the time, with real estate at 5.8%, sports at 14.8%, and news at 15.1%.

The Surprising Role of YMYL Searches

One of the more unexpected findings involves “Your Money or Your Life” (YMYL) topics — searches that can influence a user’s health, safety, or finances. Medical-related YMYL queries trigger AI Overviews 44.1% of the time, while financial and safety-related topics follow at 22.9% and 31% respectively.

This trend is surprising, given Google’s ongoing emphasis on expert sources and human-reviewed content for sensitive topics like these. The high frequency suggests Google’s AI systems are confident enough to summarise even critical information areas — though this may raise questions about accuracy and accountability.

Why Some Queries Rarely Get AI Overviews

The study also found that AI Overviews rarely appear in “newsy” or time-sensitive searches. Only about 6.3% of these trigger the feature, compared to 20.7% for non-news queries. Google seems to be intentionally limiting AI-generated content where freshness and context are vital.

Similarly, local searches are less likely to display AI Overviews. Only 7.9% of local queries triggered one, versus 22.8% of non-local searches. This indicates Google is still cautious about using AI for region-specific results, where local business data and map accuracy are key.

Restricted Categories and Safe Boundaries

For more sensitive or restricted content, AI Overviews are nearly absent. Searches involving adult themes, gambling, or violence rarely trigger the tool — at 1.5%, 1.4%, and 7.7% respectively. Even drug-related searches, the most likely of these categories to include an AI Overview, still only reach 12.6%, well below the average.

This careful avoidance reflects Google’s effort to prevent AI from generating summaries in areas that could easily lead to misinformation or controversy.

Brand Searches Less Likely to Trigger AI

The difference between branded and non-branded keywords is another interesting takeaway. Non-branded queries — such as “best running shoes” — trigger AI Overviews 24.9% of the time, whereas branded ones — like “Nike running shoes” — only appear 13.1% of the time.

Essentially, general information-seeking searches are almost twice as likely to receive an AI-generated response as those focused on a specific brand.

No Connection Between CPC and AI Overviews

Perhaps surprisingly, the cost-per-click (CPC) of a keyword does not seem to influence whether Google displays an AI Overview. Across all price ranges tested, trigger rates remained fairly consistent — between 12.4% and 27.6%. This means that even highly competitive or expensive keywords are not guaranteed an AI-generated summary.

The Implications for Publishers and Marketers

The findings carry big implications for content creators. Websites focused on educational or informational material — such as tutorials, guides, and FAQs — are most at risk of losing visibility to AI Overviews. Since these types of searches align closely with the queries that most often trigger AIOs, publishers may see traffic shifts over time.

Impact on Medical and Scientific Content

Interestingly, medical topics top the chart for AI Overview appearances. While this boosts visibility for health-related searches, it also raises legitimate concerns about whether AI-generated summaries are accurate enough to guide real medical understanding.

Less Pressure on E-commerce and News Sites

Meanwhile, businesses focused on e-commerce and news are less likely to experience traffic disruption from AI Overviews. Shopping and news queries tend to fall below the threshold where AIOs appear frequently, meaning these industries may retain more control over their organic traffic.

Strategic Takeaway: Adapt and Diversify

Publishers can use this information to adjust their content strategies. By identifying which parts of their keyword portfolios overlap most with AI Overview triggers, they can focus on differentiation — such as deeper analysis, expert commentary, or multimedia — that AI cannot easily replicate.

A Changing Search Landscape

Overall, the data from Ahrefs highlights a search environment that’s rapidly evolving. AI Overviews are not replacing every type of result, but they’re reshaping where and how information appears — especially for longer, educational, or complex queries.

Preparing for the Next Phase of AI Search

For now, the best move for publishers is awareness. Understanding which searches are most affected helps teams adapt their SEO strategies and maintain visibility. As Google continues to fine-tune how AI Overviews work, being informed could mean the difference between losing clicks and gaining new visibility in the AI-driven search era.