On 21 October 2026, software company Semrush published a study on Google AI Overviews for commercial search queries. The business tracked 400 commercial keywords across sectors including e-commerce and software over a year. In August 2026, an AI summary appeared on 88% of those search results, up from 46% a year earlier. For searches containing the word “review”, AI Overviews grew from under a third to 90%. For brand comparisons, the block appeared on more than 86% of pages.
What this means for your visibility
When people search for product reviews or comparisons, Google displays an AI answer above regular links. Searchers are less likely to click through to individual websites because they get the answer directly on the results page.
If you run an online office furniture shop in the Netherlands, a customer searching for reviews of a specific chair now sees a Google summary before reaching your site. Your page must be cited by the AI to appear in that block.
Practical steps for your website
AI summaries are now a standard part of search results. Traditional search engine optimisation does not give you total control over how the algorithm selects sources, but clear content improves your visibility:
- Put clear product comparisons and customer experiences on your website.
- Use subheadings that answer specific customer questions directly.
- Check that mentions and reviews of your company on external platforms are accurate.
- Review your current search visibility with search engine optimisation services.
Source: Semrush
