Google’s AI Overviews are transforming the search landscape in Europe, but at varying speeds. Some countries are embracing the change faster than others. According to Semrush, a leading online visibility management and content marketing platform, Spain, Portugal, and Belgium are leading the way.
In Portugal and Belgium, AI-generated summaries already appear in over 17% of desktop searches. Spain follows closely, with a stable presence between 14% and 16%. In contrast, Germany lags behind, with AI Overviews appearing in less than 1% of searches.
Country-by-Country Breakdown
Semrush’s analysis reveals a clear divide in the adoption of AI Overviews across Europe. The data shows:
- Portugal reached a peak of 17.5% AI-generated results on desktop.
- Belgium followed closely with 16.8%.
- Spain maintained a range of 14% to 16%, solidifying its position as an early adopter.
- Ireland and Switzerland recorded more moderate numbers, between 10% and 13%.
- Germany remained below 1%.
Fernando Angulo, Senior Marketer Research at Semrush, notes that the shift towards AI-generated answers is clear, especially in informational searches. This change has significant implications for media outlets, SEO professionals, and regulators, who must rethink content creation and distribution on the web.
Informational Searches Most Affected
Semrush’s analysis also explored the types of searches triggering AI Overviews. The findings show:
- 88.1% of searches that activate AI Overviews are informational.
- Even brand or navigational searches are being affected, with a 1.43% activation rate, nearly double that of January.
The sectors most impacted by this transformation are:
- Science (+22.27%)
- Health (+20.33%)
- Society (+18.83%)
- Public Administration and Law (+15.18%)
These changes reflect a significant shift in how people access information in categories that traditionally require high levels of reliability and depth.
As Google continues to push towards an AI-powered search engine, questions arise about the impact on website traffic, advertising models, and European regulators’ responses. Marketing professionals, publishers, and regulators must stay vigilant, as the speed and scope of this change may redefine the balance between visibility, authority, and control over digital information in Europe.